Tag Archives: Drones

Is GoPro Dead?

When you think of GoPro advertisements, the first thing that might pop into your mind is an ad with footage of someone on a vacation or hiking in the mountains, right? What you may not know is that GoPro didn’t make these advertisements themselves. What’s unique about GoPro is that they use their consumer’s videos for their campaigns. The question is, does user generated content effectively advertise the product and make it successful?

GoProWhen purchasing something relatively expensive we are going to want to see reviews on the product. With GoPro, you can see the quality of the camera based on the videos created with them. People may assume that since GoPro advertises with user-generated content that the videos will be low quality and shaky, but this isn’t the case. Knowing that GoPro uses user-generated content makes their advertisements seem more genuine. Consumers are able to create high quality videos and are even advertising the product themselves by sharing it online. In fact, the company more than doubled their income by saving money with user generated content. Instead of spending advertising money on video equipment, a director, and a cast they have one person do take their product, create content, and share it online.

GoProThen the company thought, since consumers are basically advertising for us, why not reward them for their work? So, they introduced GoPro Awards. Every week they would pick photographs from three different categories and the winners would receive $500.They also gave awards for video content in two different categories: $1,000 for unedited footage and $5,000 for edited footage. They created these categories so that amateurs would have a chance at winning money too. The winners of these awards have a chance at making even more money. If GoPro liked their content a lot and wanted to license it to ad agencies, the creator would receive some of that licensing money.

However, in November 2016, it was released that GoPro’s income dropped by 330% compared to the year before. They lost $84 million in three months and their stock dropped 15%. This, obviously, made a lot of their investors angry. Their CEO, Nick Woodman says the reason behind this wasn’t because they weren’t effectively advertising the product, it was because they were behind in production and couldn’t make enough GoPros to meet the demands of the consumers. See link below for more details.

After their large drop in income, GoPro created their first ever scripted TV ad. The purpose of this ad was to show people that with a GoPro you can be more “in the moment” on your adventures. We can all find ourselves hidden behind our phones while on vacations or hanging out with friends, and GoPro can help you to capture what is going on while enjoying it at the same time. But, it’s interesting that they tried to tell people to stop taking videos while taking a video. If the demand really was still high, why would they need to create this new scripted ad? See below for the ad.

I believe that user generated content effectively advertised this product at first. It was cool and exciting so see what you could all do yourself, but this soon wore off. I think that the main reason there was a downfall in 2016 was because there are many different products out there now that are cheaper and do the same thing. It seems that almost everyone has some kind of camera nowadays, so the novelty of a GoPro has worn off. Do you think that GoPro will be seeing any more success in their future, or has their time passed?

Zildjian Bartels

High-Tech Storytelling: How New Technology is Revolutionizing Broadcast Television

Turn on the five o’clock news on your local TV station and you’ll see that the anchors are no longer sitting behind their usual desk with a generic background. Instead, they are standing by a plasma TV, or in front of a wall of monitors showing a local cityscape.

storytellingOver the past few decades, broadcast news has become more popular than print news. Instead of reading articles in the Sunday paper as a main source of news, TV viewers are able to get their information, and a lot of it, in a much shorter time. Visual aspects (video and graphics) and sound bites, allow the viewer to understand the story better. But now the evolution of the Internet is challenging TV news.

Many people today, especially millennials, are getting most of their news from websites and social media. Cord-cutters and cord-nevers are now threatening TV news outlets with the fear that their scheduled broadcast will one day become irrelevant.

In order to remain relevant and gain viewership, stations are now using the latest technology to upgrade their sets and to tell the story in new and appealing ways.

News studios are starting to become much more tech-savvy. Anchors and reporters continue to use traditional desks, but are surrounded by monitors and are able to move to plasma TV’s or a multipurpose center that includes monitors and can be used in a variety of ways.

KING 5 News in Seattle, Washington is an example of a studio that recently made the upgrade. The studio is a 360-degree set, which means the anchors and/or reporters can deliver the news from any point in the set, giving them flexibility. Eleven additional cameras were added to allow for this to happen. The studio is filled with LED lights that gives the set a modern feel. Anchors there say the new set helps them to tell stories better and give the viewers at home a better understanding of the story.

A local example of this would be KWWL in Waterloo. Recently, the station built a brand new set similar to KING 5 in many ways. The set includes a desk, monitors, and high-definition quality along with a designated weather center that is also surrounded by many monitors and computers. The purpose of this technology is to give viewers an innovative way to see the news and understand the story.

Along with high-tech studios, TV stations are also using new technology to tell the story better out in the field. TV news drones are starting to become much more popular. Drones are portable and are fairly easy to operate. Drones are best used for giving the viewer a better sense of a natural disaster or a scene, like a major car crash, that can help keep viewers safe.

TV news drones are also starting to replace TV news helicopters because they are less expensive, portable, quieter, and they can fly closer to the ground.

storytelling

Along with drones, some stations are starting to experiment with 360 cameras. These cameras allow the viewer to see every angle of a scene all at once. The BBC experimented with 360 cameras in the Swiss Alps and they were able to pull off a broadcast with immersive views from all perspectives. While they were successful, the camera crews decided that 360 video is best when it is on online platforms. This is because viewers can interact with the 360 images and choose what they want to see. Producers believe that 360 video also is only suitable for some stories.

While TV news is trying to tell the story better and gain viewership with new technology, it may not be everything viewers want. Keeping up with modern technology is a positive thing, but when it comes to news, if the content is not there it may not be as positive as stations think. Comments on articles about studio “set theory” explained how viewers don’t necessarily care about the technology, they care about the quality of the stories that are being presented. Going forward, TV news stations should try and keep up with the latest technology, but should not forget good quality journalism that many people may seek when tuning into their broadcast.

Casey Allbee

DRONES ARE INVADING THE MEDIA BIZ!

Drones were definitely one of the most awe inspiring and emerging devices at the 2015 National Association of Broadcasters Show. This is not only due to their hi-tech robotics, but also because of the way they are already impacting broadcasting and many other sectors of the media industry.

Just a few months ago we observed the impact drones can have on live television. This past winter during X-Games 2015, the United States witnessed the first live aerial drone broadcast in sports history. It provided a never-before-seen perspective into the world of action sports.

Camera DroneWe interviewed Sergei Lupashin, founder and CEO of Perspective Robotics, at the 2015 NAB Show about the groundbreaking impact that drones will have on the media industry within the next few years.

“To me it is always interesting…the new and exciting ways that people are able to use this technology to capture new perspectives. You really don’t know where it’s going, so you can really be a part of that story of shaping the future.”

From tethered hybrid drones to 4K capable GPS enabled drones, these high-flying devices are reshaping the ways video is captured and distributed!

Spencer Hemann

Droning Out to the Oversaturated Media Buzz

Over the last decade we’ve been hearing more and more media speculation about the many dangers people fear regarding the use of unmanned aerial vehicles (or more commonly referred to as drones). Satire comedian, Steven Colbert, sums it up nicely in this mock news piece.

ColbertI personally feel that it is time to look at drones under more of a positive light. After all, there are many different great outcomes possible from this technology. One of the most enlightening aspects of drones is the ability for the average citizen to get aerial footage that was impossible 50 years ago. In this video, a news organization in Kiev was able to use a drone to capture eye-opening documentation of the extreme divide taking place in the Russian occupied territory.

At the NAB (National Association of Broadcasters) show, I will seek the latest and greatest uses of unmanned aerial vehicles. There are so many applications for these pieces of engineering genius that I believe we are on the brink of what the best uses may be. There have been ideas from Amazon’s founder to use the technology to implement an air service where you get a speedy delivery by a friendly drone rather than an angry delivery guy. I’m excited to see the new ideas put forth by the industry leaders at the NAB show April 5-10th.

So I would think that it’s long overdue for the news media to stop harping about the ill-use of possible drone attacks and tout some of the benefits of this great technology. The news audience may be more interested in what good things technology can do to inform us and create an environment where drones are thought of as a tool to help discover the amazing world we all live in. I’ll leave you with one of the commercial opportunities that could change the way your next pizza is delivered.

Robert Scott