Digital video consumers do quickly, so it should be short and hook in the opening seconds. But the Dirty Kitchen goal is to make quality productions without time limit.
Monetization is the issue that worries many audiovisual producers who want to create contendios for new digital media. A Colombian company formed in 2010 has managed to generate a viable option for their digital content to be profitable and in turn have a high diffusion among users of new media model.
TVyVideo + Radio spoke with Federico Barragan, general manager of the DirtyKitchen producer, who told how he has been the adventure during the five years in which they have managed to position web series comedy and fiction, as Adult Contemporary and Cositas girls having seals more than 200 chapters and allowed them to explore other genres such opinion and documentary. In addition, arrive today to Panama, United States, Mexico and Peru, with minimal effort, knowing enter with a stable business and organic growth.
He said "There are many people who can not make content that tries to do for digital. You're seeing it because there is nothing else. What it was on Youtube in 2010 was uninteresting, so the fall of a person caused a sensation. On the other hand, there are those who do know do but are looking disinterestedly phenomenon because they know they are not the necessary financial resources. "
Based on that context, a group of professionals who were specialized in different sectors and that after conversations in which they identified that were consistent, they decided to create a company that will bring together those skills and begin generating value independently joined. So they gathered their experience in television production, marketing and in the digital world, who know the value of a digital hearing a conversation on social networks, why a brand is interested in digital.
Swimming against the tide
Federico Barragan recalled that the challenge was and still is great, because is to propose new ways to produce and monetize in an industry that works and a countercurrent swimming as mature as the audiovisual production process has not been easy.
"Conceptually knew we had to change human and technology talents, but in practice every day is discovered and is accommodating. What we did was, instead of going to ask favors from the professionals and the salary will be lowered, we change the process, human talents and technologies. Instead of using those big trucks, cranes, cameras, lenses and others, we hired the chamber, paying what it is worth and that he measured to work without it, because saving is to use less equipment and human talent " .
He said that at that time began life the reward because large manufacturers started making new much cheaper equipment that allowed them to raise the quality of the image, Youtube also improved its quality and capacity, and everything was given.
The talents, gave as an example the changing role of photographers and cameras now also record video. This is a person who can make video and is used to working alone, you do not need anyone to assemble the tripod or lights or anything. Dirty Kitchen sought in those photographers who now make video and had a conversation with them about how to tell a story and not just look for a pretty picture. The same happened to the editor, they found people who love to make video and know how to ride, colorize, graphed, even propose musicalización. The idea is to have them and give them that rank, not limit them creativity.
"We understand that there is a process, so one day have a videographer who knows directing actors and audio, but if you get to leave, one must accept that never again you will have a character of those. Not open an interview to find a videographer who knows audio and others, is waiting who comes and how to react to that talent will come in. "
The secret of success in monetizing web series Dirty Kitchen, according to CEO is that they are a company that understands marketing, have the knowledge to sit with a company and understand what your business, your brand, its challenges and make a proposal if it is actually generated value. That's when working with them. That puts them in another kind of conversation because the brand begins to think he is leaving a corporate hiring and have a conversation with a business colleague.
Landed this concept into practice, they take a product or brand and is included in a situation that fits with the image that wants to build the product without damaging the continuity of the series. One example was with Renault and the launch of the new version of Logan.
"As a family wagon 2015 with all current technologies, inluímos in one of the most successful series, Adult Contemporary, and remind Colombians on the roads in the years 80, the windows down, dad struggling to pass a truck and that's the way that connects with the new car. We are not talking about the car, or brand, or promotions or discounts, but we are passing on the message that is a car for the family, which identifies the brand in the country. In total there were four episodes created for Renault without affecting the history of the series, "he said.
Approaching companies do differently. Now that you are a company known invite them to talk and see what can be done. They will also come up with ideas for the series with a specific brand, then go and knock on the doors and generate a dialogue in which proposals are set and things go well.
"But we were wrong. Ever we went to a brand and proposed them an idea. They found it very good but we were told they did not speak to him treintones who used if no children who use them today. Brands always will educate you, "he said.
Conversation in social networks
Monetization of content goes hand in hand to have reliable and confirmable data that allow customers to assess their investment. Television is an industry that has spent years measuring range, volume, how many thousands of people saw something. But things have changed. Now new media bring a fundamental change and you need to understand the value of a conversation on social networks and how to make customers understand the situation.
Federico Barragan said that "people do not see you but you used. And that all this new breed of which we are part, trying to interpret these indicators and uses within these indicators are easy to understand it is coming. For example, we have a Adult Contemporary reach in numbers that makes us proud, but that's not what we sell them to advertisers. What we sell is inspired talks, the tone, the number of people and how little they need me, because once I plant them have it. It has a large value and that's why they hire me. "
Returning to the example of Logan, he recalled that the comments "are not I love the new car, we are going to buy it". The comments are from my dad had a renault 6, the barada, and that is what matters to Renault, because they are talking about the brand and must translate into indicators for brands to say they understand and see their value.
So far, in five very productive years Dirty kitchen has produced more than 800 20 episodes in about series. So when he finished his conversation with TVyVideo + Radio, Federico Barragán made two final thoughts for those who are interested in producing digital content:
* To achieve a spread of massively content is lucky variable. But there is something that is a very good indicator that recommends Youtube, is to be consistent, to let people know that such a day at such a time will always be new content. And the motivation is not what the audience thinks of you if not what you want to show.
* The actual content lives on digital platforms and content consumption is done quickly. That puts the challenge of short chapters. But the real goal is to make a good episode, and good news is that hitch, generate interest and want to keep watching audience.