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But in the age of Google Inc.'s YouTube, MSN and Control Room realize providing technology that helps friends share clips of their favorite Live Earth moments on other sites will be even more important than the live event. "When you think about the control we've given the user, you could put together your own Live Earth show after the event," said Joanne Bradford, chief media officer at MSN. Organizers expect more than 80 percent of the viewership will be on-demand in the days following the July 7 event. The live music performances by stars like the Police and Red Hot Chili Peppers, as well as 60 original short films, will be edited into short clips by Control Room for easy sharing. For example, a user could add a video clip of Madonna performing her specially penned song 'Hey You' to a blog or social network page and add a feature allowing visitors to buy a download with proceeds going to an environmental cause. That flexibility has become possible with the artists agreeing to give up their rights without charge for the cause. Though details are still being finalized, Wall expects Live Earth to have rights to show the clips for months afterwards. Media experts say over-restrictive limitations over broadcast rights on on-demand viewing are fast becoming a thing of the past, particularly for an event which is trying to make a difference by getting in front of many eyeballs as possible. Paul Levinson, professor of communication and media studies at New York's Fordham University, says video clips will show up eventually on YouTube or elsewhere outside of MSN, so it makes more sense to enable video sharing. "The idea that any organization can keep something in popular culture to itself is 19th Century thinking," he said. |
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