A view from Russell Davies

Watch out - the future of media could be whirring above your head right now

I work for a media agency. In these fragmented times,...

Easily the best media idea ever is Jeremy Bullmore’s patented Q&A format. I’m deeply envious of it every week. Set-up delivered in a couple of sentences, different tones of voice easily established, ideas supplied for free. But I bet that’s not really what you were after. I suspect what you’re really asking about are new media formats. Well, you’re in luck. Here are two thoughts on new things.

Vine is like a six-second video Instagram. It’s incredibly simple to use and, without too much experimentation, you soon work out how to do simple stop-motion animation or quick visual gags. It’s perfect for those "what to watch at the bus stop" opportunities. It has been around for a while but it’s still mostly full of selfies and kittens – it has not yet found its Citizen Kane.

There must be a huge opportunity here for bright young creative sparks – it’s everything the internet (and probably your clients) wants right now: short, cheap and disposable. And as it’s part of Twitter’s war with Facebook, we’re bound to hear about it a lot.

'It's everything the internet (and probably your clients) wants right now: short, cheap and disposable'

Quadcopterography. I may have just invented that word. It means videos made by quadcopters. You’ll have seen them used to cover civil unrest. It’s a cheap video camera strapped to a cheap four-bladed remote control helicopter and sent to capture aerial views. Expensive versions have been in use for a while – but the footage from these just look like the kind of shots you’d expect. A guerrilla, YouTubey feel – shaky and erratic, like they might plunge out of the sky any minute. They’d be the perfect way to cover your media activation moment or brand event – for just a few hundred quid. I bet a few get snuck into Glastonbury this year.

Thanks for your question. I’m enjoying this format. Any more questions out there, drop me a line.

Russell Davies is a creative director at Government Digital Service
@undermanager

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