The market for video editing and publishing is becoming commoditized. I learned in a meeting with Australia’s leading public broadcaster last week how the workflow with TV journalism is being transformed.
Reporters are now doing the job that video editors used to do.
No longer do reporters mark up on paper and give it to the editors to work with.
Now the reporters can produce the roughcuts themselves.

As the tools of production become more and more commoditized, the process will reach further and further down the value chain.
And eventually we will see millions of small businesses putting their own webmercials, training seminars and customer testimonial videos on the web.
And optimising them so they reach new customers and drive business growth.
And create a video advertising longtail market in the process, just as we’ve seen Google create a mammoth text advertising longtail market.

Who will be the early adopters in the video advertising longtail market?
Will it be the bigger, better-resourced businesses?
The smaller, tech-savvy ones?
Businesses operating in high value markets, where it’s a no brainer to use video to sell?
Businesses in highly competitive markets where it’s vital to stay ahead of the pack?