This article caught my eye this morning. It talks about a beer company -- always a bonus -- but it also looks at the future of online content, an area that interests me and that I have a lot of experience in.
It also references my former employer too near the end.
"Armed with a $30M budget, Bud.TV is a who’s who of successful creators and businesspeople trying to crack the code: Reach men and get their attention, which is no easy feat."
The article talks about a beer company's attempts to target a certain demographic, but screwed it up somewhat by requiring a lengthy registration process. The writer is also crtitical of the actual content itself as not offering anything of real substance that you can't get elsewhere, like trailers and sneak peeks.
I agree. Why would you spend 10 minutes typing in your personal details just to watch a clip that you can get immediately on Apple.com's trailer section? Seems like a waste of time. I understand they need to collect certain info (age being one of them considering the company) but these days users are fickle and will just jump to another video-sharing site if the sign-up process is too much of a hassle.
Just an e-mail should be enough for the time being, then once they become regular visitors you can offer them an e-newsletter, contests, promos and so on in which they do have to supply names and addresses.