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internet levels
net neutrality
viewing audience
eyes and ears
internet television
media influence
personal values
Internet Levels Playing Field Between Big Production Companies And Independent (novice) Producers
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Internet Levels Playing Field Between Big Production Companies And Independent (novice) Producers

Ever notice that when one producer, network or production company comes up with what seems to be a brilliant idea and film and television the next thing you know there are 17 different variations on the same concept being shoved into the eyes and ears of the viewing audience as if that is all there is that is being produced at the time? There's a reason for that nobody with a job working for major network wants to be the one to break the mold, set the new trend that may not make revenue for the network. However, after the concept catches on everyone wants to appear to blaze a new trail with the theme that has already been tested and tried.

Producer Lloyd Kaufman, founder of Troma Entertainment, the oldest independent production company in the United States, says that you can change all of that by making your own darn (not his exact word) movie. The same probably applies to your own television production and more specifically original Internet television production. One of Kaufman's latest publications, entitled “The Attempt to Destroy Net Neutrality: It's about Much More Than the First Amendment looks at the benefits of the virtual blindness of the internet.

“Net Neutrality” is the term for what Kauffman has coined as the Internet's ability to keep the playing field level. He believes that is it the only medium that is neutral to politics, personal values and corporate media influence and resources. Everyone is equal in the eyes of the Internet. It makes no difference if the website is owned by a member of what he calls the "media cartel" or if it is owned by your next door neighbor, both are treated equally. (Troma Entertainment), for example has the same capacity to score viewers (and, potentially, revenue) as do the more than 10,000 sites that are owned by media mogul Rupert Murdoch. Because of this "neutrality" the interesting content of the average Joe has the potential to reach literally millions of viewers or go “viral", the term for the rapid spread of a video production. Yet, even if a A-List celebrity puts his latest work online, almost no one will watch it if people don't enjoy it.

One of his most cogent points is that the viewing audience will respond to quality programming without regard for who produces it as long as they have access to it. Producing programming on the Internet does not require that you have the celebrity name the backing of the major network which also brings with it the endorsement of the concept which is being translated to the viewing public. In other words if the major networks don't like the concept, don't want to show it then it won't be seen. However if an Internet-based television network wishes to promote market and distribute the same programming, then it has the potential to be seen by an even larger audience. Hence the necessity for the endorsement of the major networks is not automatically required.

Members of the music industry learned this lesson in the last decade or so as the industry became more consolidated and less open to non-established artists to have their work be heard, aired and distributed to the listening audience. Particularly in those underground less commercial segments of the music industry urban music, punk rock, grunge and other alternative media had to find their way through those uncharted territories via the Internet in order to gain access. Today, the line between what's considered underground and commercial in the music industry is not as easy to determine as it once was as the major labels are using some of the same techniques as those who they once locked out of the infrastructure.

Television is no different. The issue is simply finding a way to harness the untapped potential of the Internet by collecting viewers were willing to have a relationship with a non-land-based television network and independent filmmakers were willing to take a chance at building their name before they build their wealth.

If an independent filmmaker is willing to share his work with the public in a less structured environment in exchange for the promotion marketing and distribution opportunity that can potentially build their reputation for producing quality work, then there will be boundless potential for those who are willing to take a step for the future of the medium.

The independent producer often spends the limited funds that are available to him in introducing the project then has to then countless days, months, even years attempting to reach the ear of one person was willing to take a chance on the project while the rest of the world continues to pass them by. More often than not, the project ends up on “the pile”, in “file 13”, or some other cliche nickname that laughingly assign by production company executives. However consider that same production, place it in a quality well-established location and allow that production to be seen and that they independent producer that made the sacrifice today is now a household name tomorrow and the investment in the promotion, marketing and advertising is not their burden to bear alone.

Established in 2007, Blaze Television Network is one such trailblazer for the future of Internet television. Blaze Television Network is leveling the playing field between independent producers, major production companies and networks. Producers, filmmakers, novice and experienced alike are beginning to see the value in such a venue. As this emerging industry evolves, those producers who are leaders while it is still in its infancy, will be the well rewarded (and compensated) when the inevitable happens and the industry well established. Those who partner with Blaze should expect no different.


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