Frisky Dingo clip from [a d u l t s w i m]
Ostensibly, the costs will be lower and ideally more shorter content can diversify a programming portfolio. Therefore, the keys will be the revenues, so building online audience and going viral are the brass rings. Firms and brand managers should be thinking creatively about sponsoring content that's "on-code" with their brands and plugged into their integrated communications. A tricky issue that needs to be addressed is the one of royalty payments for online content, which I feel can be solved, although I predict a convoluted system akin to the Writer's Guild's rules for determining writing credits.