So its Internet Week in New York and yesterday I “popped in” to attended the DigitalContentNewFront09.Virtually of course. If you haven’t heard of the term MLIA, click here and youll understand why staying awake until midnight “attending” an online conference might be considered, um, mediocre. But as with all things new media, I enjoyed this experience as entertainment! Isn’t that what you’d hope for from a conference, entertaining speakers? Rich Mulholland of Missing Link aims to “save the World one bored audience at a time” as they help create corporate rockstars.

Digital Content Newfront was emceed by the College Humor dudes, Jake and Amir. And they made sure that you were engaged in the segues, and being unscripted at times, left the two boys scrabbling for eh, what else but content!

The conference was rich. Introduced by Mark Beeching a few myths were challenged, he spoke quite a bit about his bug-bear: digital piracy and said that it’s here to stay, so it’s time to embrace new digital content distribution. Apologies to him, as I was fighting the challenge of South African connectivity along with the novelty of participation so didn’t really concentrate much in the first 10 minutes. The most value I got out of his time on stage was from his comment, that brands don’t have to damage creative integrity. A challenge for everyone moving from traditional creation and distribution of content, and was affirmed further on in the conference, where a speaker mentioned that “creative and corporates need to work together.” (Apologies – but a recommendation to anyone hosting online conferences: try to ensure that the speaker is tagged at all times)

Beeching then went on to introduce Al Gore. It was really entertaining listening to Gore and to see him hand-off a question from a maverick attendee on “Extraterrestrial technology reducing C02 emissions.” Yip you read right! I would have hoped for more of a quickwitted response from Mr Gore. Instead he spoke about sustainability. As he would. But this time not, in the case of green but in the case of content. He said that sustainable content is “effective, efficient and affordable.” I liked the word that he used, suggesting that the outcome of involving target audience participation in content creation, is “freshness.” Something that brands all need perhaps? He showed a few entertaining VCAM or Viewer Created Advertising Messages from Current TV and explained the costing model around them. IdeaBounty meets Yogisip.

The first panel session included execs from Myspace, MillerCoors, Subway Kraft and IBM. Jeff Berman was introduced to the stage by Amir with this “MySpace is the social networking site for people who can’t afford Facebook!” From this panel the most insightful comment and contribution to the ongoing discussion on sourcing content, was what you record in-between can be considered content too. Again SA connectivity challenged my full attention. But interesting dialogue and comments on how they as brand custodians are generating and using content to build their brands continued. And just in case you too are suspicious of branded content, Jake and Amir agree too. Another comment I picked up from this panel was that the market that they are talking to, is on either side of 25. Mental note.

The conference then went into its second panel session, hosted by Tom Green. The speakers included some awesome guests, like Craig Brewer, Paula Deen, Milo Ventimiglia (*sigh*), Faith Ford and Kevin Nalty. To be honest I think I saw the frustration in Milo’s face when the conversation was hijacked by the two women discussing biscuits. Eventually the conversation moved on to become more interesting. Some suggested to keep production costs low. I particularly enjoyed the comment by Nalts that “Viral is Dead.” The substantiation of this was that its just not um, sustainable. Quaint, One-hit-wonders. True success is in building a dedicated audience. Craig Brewer spoke of the perfect length (is there such a thing?) and suggested that “If you take three 7 minute videos they fit a perfect 30 minute TV model. I also recall a comment from the day, where someone suggested that the perfect length is how long you want it to be. Milo’s Gems were “TV is never going away. This is just another place where people can create, advertise and consume” and regarding content, “make it sharp, make it beautiful, make it specific to what you’re doing with your company, make it accessible”

I would really call this bunch of people the new entertainers. The ones, ahead of the trend, and in case you’re wondering who fits into this picture in SA, check out Bob’s Blog, the boys From The Couch, Adii with his Rockstar TV and watch out for the Urban Angels: Marilu and Rosario, you never know when we may pop in to cover your event or gig, you may not even know we are there, all you’ll find is a white feather as evidence.

In between all of this, tweeting and googling the speakers, I went on to register my Revision3 account and have started playing around, hoping that the content will be relevant to me. But its not gone global yet. I don’t think. Most of it is American (with respect) and unappealing. To me. I will spend more time searching, and let you know if I come up with anything.

So the last panel was hosted by Daisy Whitney. This woman was phenomenal. She had such command of an intimidatingly intelligent panel made up of execs from MediaVest, Google, BzzAgent, blip.tv and Next New Networks. Her ability, under the spotlight to balance the conversation between the speakers was topnotch. Their objective to discuss measurement standards in the “content” industry. Interesting discussion that deserves an authority and much more time. Amanda Richman SVP of MediaVest suggested that there is “no one magic silver bullet for online measurement”.

In a nutshell, digital, meets agencies, meets traditional production, meets consumer and we are really well equipped in SA. I think its exciting to think of what is going to develop and grow next. We are in a highly entrepreneurial, highly competitive industry, both qualities that don’t gel well with the issue of ‘control’ with the content distribution monoliths that currently occupy our society, and therin lies the opportunity. Seth Solomons closing comment was great guidance, be sure that people get content that they want because “innovation for innovation’s sake is wasted dollars.”

From a “visiting attendee’s perspective”, (that makes me sound like the Extraterrestrial – maybe that should be the term for visitors to conferences who are not on location – any seconders?) its an experience I’d recommend, although, choose your content and conference wisely. Thankyou to NewFront for making it freely available, and for the quality experience.