Digital Distribution -- Summary of ITVS Digital Survey Report 2008:

Although nearly all independent film and video producers acknowledge the importance of the internet as a tool for outreach, marketing and networking, most are not keeping up with the latest trends in digital distribution. To many producers, broadcasting their programming on television remains their preferred outlet of distribution, followed by DVD and educational sales. A paltry twenty percent of those surveyed are making money through the online distribution of their content and additionally only report profits in the mid four figures or less. The remaining eighty percent report that they are reluctant to give up their digital distribution rights for two reasons, a perceived lack of opportunity or the belief that better terms will emerge for them in the future.

Regardless of the uncertainty in the marketplace, producers expressed optimism about the prospects of future media. There is the pervasive belief that new and developing technologies in digital distribution and production will encourage the creation of new independent media at least over the next five years. On the production side, more than half are now shooting in high definition video yet only a minority believes that it is helping their position in terms of television work. Although producers recognize the importance of developing multiple versions of their work for diverse outlets many still hail television broadcasts as an exceptionally important factor in achieving success in distribution. Digital piracy did not register as a concern of note.

Branding was of particular importance to the overwhelming majority of producers. More specifically, they wanted a strong independent brand and a high profile online indie portal for their work. Seventy-five percent also cited the importance of public television for the success of independent content. However, many producers felt that they were in need of additional training in order to take advantage of digital technologies and distribution mediums. One of the most common reasons cited for a lack of entry into online distribution was a lack of technical know-how regarding formatting, encoding, content versions, subtitles and tagging. Ultimately what many desire are increased partnerships and and assistance in order to better take advantage of non-traditional business models and distribution schemes.

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