IT Life

'Macaca' Moments Will Define 2008 Presidential Campaign

Candidates are getting ready to use Internet video to get their messages out. But the big moments in the campaign will be documented by a guy with a cameraphone who's there when the candidate slips up.
Video and audio are more authentic than text. "In text blogs, I don't know who's writing. It could be the campaign staff. But when I see someone talking into a video camera, or hear their voice on a podcast, I'm pretty sure I'm getting them," Scoble said.

Another advantage of videoblogging is that the candidate has enough time to explain a position. "It's nice to say 'I'm for national healthcare,' but the devil is in the details. The details will be on YouTube," Scoble said.

In the Obama campaign, Brightcove will provide ongoing publication of campaign videos, creation of an Obama channel, and a syndication function that will allow bloggers and Web sites to publish campaign clips.

Brightcove looks, on the surface, similar to YouTube. But it's very different, in that YouTube is designed for consumers to share videos with each other, while Brightcove is designed to allow businesses to publish videos to the Web, said Adam Berrey, VP of marketing and strategy for the company.

Brightcove provides tools for organizing video assets, integrating them into video titles, programming them into line-ups, and providing a branded, Flash-based player. Brightcove also provides tools for reporting, controlling who has access to the video, and monetiziation, allowing companies to put ads into videos. The campaign is paying for the service, said Berrey, although he declined to disclose specifics.