It's a Mash Up

As video over the internet becomes mainstream, expect it to be integrated in all kinds of applications. News of a film festival on Second Life shows how the context for presenting programming has changed.

Microsoft's Vista has some extraordinary capabilities when it comes to displaying video and new components or widgets are appearing daily.

This presents a real challenge for producers who have become obsessed with the 'one minute slot' on Youtube. Video is a very engaging medium - people will sit and watch it for hours. Indeed, research I've seen shows that, if the video quality is good enough, over sixty per cent of viewers will blow it up full screen and view it like television.

But what presents more of a challenge is combining video with other elements, from special ecommerce offers to the ability to interact with the video.

We're about to enter the era of the video mash up.