Web television (abbreviated
web TV) is original television content produced for
broadcast via the
World Wide Web.
Web television content includes
web series such as
Husbands (2011–present); original
miniseries such as
Dr. Horrible's Sing-Along Blog (2008);
animated shorts such as those of
Homestar Runner; and exclusive video that supplements conventional television broadcasts.
Some major distributors of web television are
YouTube,
Myspace,
Newgrounds,
Blip.tv, and
Crackle.
Some examples of web television production companies are:
Next New Networks,
Vuguru,
Revision3, and
Generate LA-NY.
In 2008, the
International Academy of Web Television
(an organisation headquartered in Los Angeles) formed with the mission
to organize and support web television authors, actors, producers, and
executives. The organization administers the selection of winners for
the
Streamy Awards.
In 2013,
Netflix made history for earning the first
Primetime Emmy Award nominations for web television web series
House of Cards,
Arrested Development, and
Hemlock Grove at the
65th Primetime Emmy Awards.
History
1994 to 2000: Pioneers
In 1995, New York advertising creative
Scott Zakarin
convinced his employers Fattal and Collins to finance an online
television drama along the lines of the contemporary television drama
Melrose Place.
The Spot became the first
episodic fiction website, the first web
soap opera. Fattal and Collins asked their Vice President, Sheri Herman, to obtain
venture capital
to finance it, because it was draining the resources of this boutique
agency. Herman raised 7 million in a round led by Intel. She brought in
advertisers including
Visa and
Apple to sponsor both The Spot and additional pieces through via
banner ads and
product placement. This was the first time advertising sponsored novel fictional content on the web. The Spot featured beautiful actors in a
Santa Monica, California beach house called “The Spot”. The characters authored what would be later termed
blogs, with
movie clips
and photos of their current activities. Viewers could post to the site
and email the cast to offer advice and became part of the storyline.
Audience opinion was used by the writers to shift the plot-lines around.
According to Zakarin, at its height the site received over 100,000 hits a day. The site earned one of the original
Webby Awards. However, the business was unable to generate sufficient revenue The site had competitors such as
The East Village.
Zakarin sold his interest in 1996 to investors who formed American
Cybercast and was later fired. Zakarin produced another comic soap,
Grape Jam, before returning to television and film (notably producing the Shatner-Nimoy dialogue
Mind Meld before returning to the Internet with
Soup of the Day and
Roommates.
The Spot continued alongside other American Cybercast web series, notably the first sci-fi series
Eon-4 and
The Pyramid, until the company fell into bankruptcy in 1997.
In January 1999,
Showtime licensed the animated sci-fi web series
WhirlGirl,
making it the first independently produced web series licensed by a
national television network. A month later, the series, created by David
B. Williams and produced by his Visionary Media studio, premiered on
Showtime in a first-ever simultaneous web/telecast.
The WhirlGirl character went on to appear occasionally on Showtime,
hosting a “Lethal Ladies” programming block, for example, but spent most
of her time online, appearing in 100 webisodes.
In 1999, Santa Monica based Television Internet premiered the eight-minute weekly series
Muscle Beach. It was a sitcom, news and fitness program in one, viewable for free with the just introduced
Windows Media Player. The series lasted three seasons.
In 2000,
The Raven started Daytona Beach Live.
The station showed video about life, events, and attractions in the Daytona Beach area
for up to 17,000 viewers.
Other early web television pioneers included Harold O'Bryant Jr., who was inspired by a
CNN interview with
Ted Turner that sparked the creation of webcentraltv.com in 2002, as well as
icebox.com,
Digital Entertainment Network, Shockwave, pop.com, and cyberserial.com.
2000 to 2005: Streaming
As broadband bandwidth began to increase in speed and availability,
delivering high quality video over the Internet became a reality. Web
Central TV,
YouTube,
Vimeo and
DailyMotion launched their services to deliver original video. Shows such as
Rocketboom appeared and post-dot-com-bust video networks such as
ManiaTV!, iSTATION TV and the
Ripe Digital Entertainment networks launched. In 2003, The Spot executive producer and head writer
Stewart St. John revived the brand for online audiences with a new cast, and created a separate mobile series to air on
Sprint PCS Vision-enabled phones.
St. John and partner Todd Fisher produced over 2,500 daily videos of
the first American mobile phone soap, driving story lines across
platforms to the web counterpart, The Spot (2.0). By 2005, St.
John-Fisher created and launchd the first online half-hour scripted
drama,
California Heaven.
2006: Independents
In mid-2006, several independent Web series began to achieve popularity, most notably
lonelygirl15 (created by Miles Beckett,
Mesh Flinders and Greg Goodfried),
Soup of the Day (Zakarin and Rob Cesternino),
California Heaven (St. John and Todd Fisher) and
SamHas7Friends (
Big Fantastic). These series were distributed independently, often using online video portals
YouTube and
Revver. All series acquired audiences in the millions, led by
lonelygirl15s over 100 million views during its 26-month run. The series was so successful that it secured a sponsorship deal with
Neutrogena.
Soup of the Day
was later re-crafted and edited as a feature length film, making it the
first web series distributed on disc by distribution company Echo
Bridge Entertainment.
SamHas7Friends was nominated for an
Emmy and temporarily removed from the Internet when it was acquired by
Michael Eisner.
March 2006 also saw the debut of
Goodnight Burbank (created and (
Hayden Black)
as a "webisodic" series. The original series was named one of iTunes
best podcasts of 2006. Also hitting the scene during the summer towards
the end of the year was
Feed Me Bubbe which ended up showcasing that even a Grandmother and Grandson can achieve
internet celebrity status.
2007: Expansion, interactivity and social networking
In 2007, Beckett and Goodfried followed up their
lonelygirl15 success with
KateModern, a series which debuted on
social network Bebo, and took place in the same fictional universe as
lonelygirl15.
Big Fantastic created and produced
Prom Queen, which was financed and distributed by
Michael Eisner's nascent online studio
Vuguru, and debuted on
MySpace.
These web serials highlighted interactivity with the audience in addition to the narrative on relatively low budgets.
In contrast, the web series
Sanctuary, starring actor/producer
Amanda Tapping, cost $4.3 Million to produce. Both
Sanctuary and
Prom Queen were nominated for a
Daytime Emmy Award.
Award-winning producer/director
Marshall Herskovitz created
Quarterlife, which debuted on
MySpace and was later distributed on
NBC.
Meanwhile, IronSink produced
Roommates, the second original series hosted by MySpace.
Roommates ran for two seasons, was sponsored by companies such as Ford, and was known for its sophisticated product placement.
Felicia Day created and starred in the independent comedy web series
The Guild, which won the 2007
YouTube Video Award for Best Series.
2008: Hollywood
The Internet continued to grow as a marketing tool and outlet for
independent creators to display their work. Web television continued to
improve in quality, rivaling network television. Online viewing was
becoming less foreign to viewers and creativity flourished. Independent
producers gained popularity, demonstrating that web television was a
legitimate medium, and that web series would be more than a passing fad.
The major networks and studios took notice of the trend, and began to
debut their own original series.
ABC started the year with the comedy web series "Squeegies," created by Handsome Donkey and produced by digital studio Stage 9.
NBC debuted
Gemini Division, a science fiction series starring
Rosario Dawson, produced and created by Electric Farm Entertainment (the creators of the cult web series
Afterworld).
Warner Bros. relaunched
The WB as an online network beginning with their first original web series, "
Sorority Forever", created and produced by
Big Fantastic and executive produced by
McG.
With the rise of studio based web series,
MTV announced a new original series created by
Craig Brewer that brought together the
indie music world and new media expansion.
Established creators also started producing high profile original web series in 2008.
Joss Whedon created, produced and self-financed
Dr. Horrible's Sing-Along Blog starring
Neil Patrick Harris and
Felicia Day.
Big Fantastic wrote and produced
Foreign Body, a mystery web series that served as a prequel to
Robin Cook's novel of the same name.
Beckett and Goodfried founded a new Internet studio, EQAL, and produced a spin-off from
"lonelygirl15" entitled "
LG15: The Resistance".
Dedicated media coverage of the web television space debuted with organizations such as
GigaOm's
NewTeeVee and
Tubefilter News.
Mainstream press also began converate.
In the UK,
KateModern ended its run on
Bebo. That site also hosted a six-month-long reality/travel show,
The Gap Year, produced by
Endemol UK, who also made
Kirill, a drama for
MSN.
Australia emerged separate market for online series. Most notable was the made-for-
MySpace series the
MySpace Road Tour produced by
FremantleMedia
Australia. The first series, which ran from July to October 2008 drew
the MySpace audience and the show received positive press. During MipCom
in October 2008
MySpace announced plans for a second series and indicated that it was in talks with cable network
Foxtel to distribute series 1 on network television. Additionally
MySpace spoke of their plans to produce versions of the
MySpace Road Tour in other countries.
2009: Network interest
The
International Academy of Web Television formed in 2009, followed by the first awards program for the web television industry, called the
Streamy Awards.
The emerging potential for success in web video caught the attention
of top entertainment executives in America, including former Disney
executive and current head of the Tornante Company, Michael Eisner.
Torante's Vuguru subdivision partnered with Canadian media conglomerate
Rogers Media
on October 26, securing plans to produce upwards of 30 new web shows a
year. Rogers Media agreed to help fund and distribute Vuguru's upcoming
productions, thereby solidifying a connection between old and new media.
2010-2011 Cross-channel distribution
In the last eighteen months web shows have been picked up by networks, including
Childrens Hospital,
Sanctuary,
Web Therapy, and
Goodnight Burbank.
2012-present: Taking steps into the mainstream
With the advent of shows such as
House of Cards and the revival of
Arrested Development on
Netflix, the number of sitcom and children's show introduced
Amazon.com, and brief revivals of the long running soap operas
All My Children and
One Life To Live on
Hulu and
iTunes
before the shows were cancelled again a short time later. Despite these
momentary setbacks, the future of web based television series otherwise
looks brighter and brighter. Time will only tell if free online
services such as
Amazon.com,
Hulu, or
iTunes
will sooner or later produce or distribute an original dramatic series
of network primetime or basic cable quality with 250,000 viewers and
100 episodes or more to become profitable and have web based series finally
break out into the mainstream. One answer might be more cross-platform storytelling involving a cable series.
Production and distribution
The rise in the popularity of the Internet and improvements in
streaming video technology mean that producing and distributing a web
series is relatively cheap by traditional standards and allows producers
to reach a potentially global audience who can access the shows 24
hours a day.
Methods used for distributing online television
Technologies