This was published on itvs.org.
Producers today face unprecedented challenges in finding and engaging audiences. The proliferation of platforms and promotional outlets make it harder than ever to develop a unified strategy for connecting with diverse viewers. In the spirit of helping each other navigate the changing landscape, ITVS for the second year surveyed nearly a thousand independent producers to determine what is working, what is not, and how the attitudes of filmmakers are gradually changing in the digital era.
Some key findings:
– Television is still king. More producers in 2009 ranked television broadcast first or second in order of importance among six venues, up 11 percent to 65 percent, while the percentage identifying DVD as first in importance fell 10 percent from 2008.
– Social media is rising. Most producers report using social media one to three hours per week, with 35 percent reporting four hours or more.
– Internet drives revenue. Nearly half of all producers reported the Internet continues to drive revenue opportunities such as speaking engagements and merchandise sales.
– Nonexclusive digital rights are essential. More than 93 percent consider nonexclusive digital distribution rights as “important” or “very important” to their success.