Video can’t win on production quality alone

Here’s another shot over the bow of all those web videographer bloggers who make a religion of quality.

Chris Anderson, editor of Wired Magazine and author of The Long Tail, on the role of quality in media:

It turns out there are two dimensions of what we think of as quality. So quality wins.  But we think of quality as production quality, you know, lighting and sound film and script and acting – those kinds of things. But there’s another dimension to quality that is as important, and that’s relevance.

YouTube. Nobody thought YouTube would succeed, because it was such low quality. But because YouTube is so full of contant that is narrowly targeted on people’s specific interest, they don’t care about the production quality. … You can’t win on production value alone. How do you remain relevant in a world that is fragmenting?

The full interview on Charlie Rose.