So here’s my desk at gulker.com World HQ. Since we got back from France it has been loaded with production tools – everything from a Moleskine notebook to an Olympus DVR to a couple of cameras, a microphone and headphones. My Mac Mini’s HD has a bunch of new media – photos, WMA sound files, text, URLs and some new software to process and otherwise deal with this stuff.
I’m reading the manuals on the new software, and some tutorials on making successful podcasts – all this stuff is just begging to be asssembled into fun, rich-media treatments, and therein lie what I think of as an issue, namely the production problem, aka the context conundrum.
Every media company is really a production company, and production companies are about context – providing the frameworks that make the media more accessible and consumable. A picture might be nice, but without a caption the viewer may have no idea what they’re looking at. The best production weaves a story that can both inform and delight.
But production takes time and skilled workers. As we consumers begin to have our own large and growing collections of media, we run into the production problem, too. How do we quickly add context? How do we tell our stories without a large time investment? More on the ‘context conundrum’ in a bit…