Revision3's web TV runs on star power

Patrick Norton and Veronica Belmont, hosts of "Tekzilla." (Photo credit: Dave Getzschman / For the Los Angeles Times.)

I've a feeling we’re not in Hollywood anymore.

But you might like it here too, Toto. This is Dogpatch, the bayside sliver of east San Francisco that’s home to the Internet TV start-up Revision3. Through the doors of this old brick warehouse and up the stairs, there’s a roomful of people who make a point of ignoring the old rules of the television business. Starting with the TV part. Revision3 is home to 19 original shows, 10 of which are filmed weekly in its on-site studio. But you won’t find any of them by flipping channels.

You see, here in Dogpatch, they’re setting television free — releasing the concept from its poison prison of glass and metal, so it can return to its native meaning: watching from anywhere.

And so far, people are. Revision3 was started in 2005 by Kevin Rose and Jay Adelson, the guys behind Digg.com, the popular site where users vote on the best news stories of the day. Rose co-hosts the show “Diggnation,” a weekly rundown of the site’s top stories, which Revision3 beams out to about 200,000 viewers per 40-minute episode. He has become a model for the kind of smart celebrity the technology scene loves — people who are entertaining while the camera’s rolling, and enterprising when it isn’t.

“What’s working are these host-driven shows,” said Revision3 Chief Executive Jim Louderback. “The ones where you’ve got an engaging host with a proven ability to aggregate social networks around them online, and who are great at talking about their passions.”

Revision3 owes that approach to another pioneering enterprise of which it’s a genetic descendant. The now-defunct cable network TechTV built a loyal audience earlier in the decade and minted many of the technology world’s best-known stars. A half-dozen TechTV alumni, including Rose and Louderback, currently fill Revision3’s roster.

But even with the overlap and the similar programming philosophy, it’s a lot different this time, said Patrick Norton, who got his television start at TechTV and now co-hosts Revision3’s popular techno-variety show “Tekzilla.”

“It’s incredibly expensive to launch a new cable channel,” Norton said. “Even if you do spend an enormous amount of money these days, you’re probably going to end up in the nosebleed sections of digital cable. “Our studio cost nothing by comparison,” Norton said of Revision3’s state-of-the-art, high-definition setup. “And by being online, we can target anyone with a broadband connection, which gives us huge potential audience all across the United States without having to sign a single distribution deal.”

But Revision3’s biggest asset is its stable of Web personalities who — even if they’re not familiar to the general public — are ubiquitous in tech circles. Louderback points to a website called Twitterholic, which tracks the 100 most popular users on the messaging service Twitter.

[Twitter-torial (thanks Dave): The site allows users to accrue “followers.” Every time a user sends a short message, all of his or her followers immediately receive it. As the site has grown — there are reportedly over 200,000 users now — the higher-profile users began a kind of arms race to see who could recruit the largest possible Twitter-follower army. The result is that Twitterholic functions as a rough proxy for overall Internet fame. *Web readers: this was for the print audience -- I know you already know.] 

Alex Albrecht and Kevin Rose host "Diggnation."
(Photo credit: Randi Lynn Beach / For the Los Angeles Times

Revision3 hosts occupy about a dozen of the top 100 Twitter spots. Rose reigns with 53,000 followers, edging out runner-up Barack Obama. Co-host Albrecht has 34,000 followers, while Veronica Belmont of “Tekzilla” is also in the top 10 with nearly 30,000.

In a culture where buzz, and the ability to generate it, is becoming one of the most valuable commodities, Revision3’s Twitter titans wield substantial influence. With a few keystrokes, they can put a new website on the map — or they can take one off.

Last week, Belmont pointed her followers to a video site she found interesting. “I took them down,” she said. All that influence had sent the site crashing to its doom. “Twice.”

Revision3 makes its shows available on a number of partner sites around the Web. This mass distribution tactic has become the industry’s preferred strategy — more platforms, more eyeballs. But in the fragmented online-video landscape, star power may be among the promotional forces that shines most bright and constant.

“There’s still not one place to go to find the best new shows,” said Dina Kaplan, a co-founder of Blip.tv, which hosts a variety of online programming including shows from Revision3. “So what ends up happening is that your content is about 25% to 40% of the cause of your success — and the rest of it is all about how you market, market, market.”

All that marketing doesn’t stop at Revision3. The Web stars can aim their publicity fire hoses at whatever they feel like. Gary Vaynerchuk, who is host of the hit show “Wine Library TV,” which plays in a shortened format on Revision3, uses his uncorked personality to build a personal brand he sees as a never-ending work in progress.

“I want to create a world where you’re not branded one way. I want to be a social media expert, and a marketing guru, and a big-time wine guy, and a Jets fan, and a family guy, and a sensitive guy, and a wrestling maniac,” Vaynerchuk enthused.

“I want my brand to be my DNA.”

Comments

[Stay in San Fran]

Nice guys. Sounds like a real televsion station. Oh, wait, no it doesnt. Cool beanbags chairs though. No, not really.

[SomeAudioGuy]

Welcome to the future of produced content. It's the evolution of podcasting, and some really exciting work is being done. (I find it not in the slightest bit ironic or funny, that the bottom of this post has a "Digg" button)
Their most recent studio upgrades are capable of delivering content that rivals network produced HD, and they have very little distribution overhead. Add to that some really fun and engaging hosts, and you've got a pretty sweet set up.
Given a little time it stands to become a profit juggernaut. I'm glad more people are starting to pay attention.

I'm kind of a fan...

[zeeol]

Thats nice, but why does my microwave go from 100 seconds to 59 seconds right away!

[Web Television]

With the almost entirely reality show dominated primetime, we're seeing independent content rise, especially that of produced for relatively cheap using technology to aide where previous costs were involved. It's about seeing something not formulaic, and innovative.

[Z]

Their studio is far from state of the art, it is state of the art prosumer studio, HDV is not a professional studio format.

Watching shows like teckzilla are horrible, Diggnation and the move of Gary's Wine show are the only decent shows on the network and they are the anchors of the station.

Watching Teckzilla is like watching a host who is way past his prime, he no longer has any energy or momentum and needs to be replaced. Revision3 is a great idea, however they are killing their own market with multiple shows catering to the same demographic. They are just another web party, they are doing things right and are a great asset to have, however they are only 2 shows on there that will keep attracting viewers and getting larger and larger.

Even looking at their advertising stats, and how much they charge to be an advertiser on the show, it is clear that Diggnation and Wine Library are the only profitable shows in the long run.

Some of their shows are stolen copies from popular British shows.

But yes, I do watch diggnation every week, and I will admit I am a fan of Kevin and Alex(sp?) but that is all I watch and will ever watch on the network.

[someguy]

Hey guys -

Less beer . . . . more stories

[Tyler]

Eh, I'll keep my good old fashion digital cable for the time being. Long load and buffering times will keep me from wanting this. Bring on the GRID!

[hater baiter]

Ugg. The Rev3 shows suck. They're so like 50s television but even more boring and unentertaining. They basically check out the social web site news and do a show that week. Why even bother watching these? Basically check out a couple of the more known websites and read the comments. It's much more entertaining than waiting for some Generation Y slackers to regurgitate it at the end of the week. Boo!

[Jim Jones]

Outstanding. Well written and VERY informative!

JT
www.FireMe.To/udi

[Wilbur Varela]

Genius! We'll rule the world! We'll be rich, rich I tell ya... Perhaps even, a power drink sponsorship!? oh wait.. it's just talking heads. Talking about other talking heads. Somewhere on my computer. Never mind. zzzzz.

[crazy_sven]

So as the once forgotten ABC , NBC and CBS of the land has been forgotten the and of FOX affiliates so shall they suffer the same fate to Rev3 style show that actualy deliver content and ral humor rather then contrived dialog with laugh track or made up news with altered agendas.
In my opinion REV3 delivers what a lot of people are wanting, new content!!
Yes agreed that a majority is still the production quality of collage or cable access level the content is real and good if not excellent.
Watch the first season of any show ant it will be about the same only have cost the studio 100K, most show fail in less the 6 episodes (cop rock, look it up)
I have watched REV3 only grow due to popular content, so to all of those who say it sucks, go watch reruns as the writer strike again next year in order to bring you yet another season of mind numbing crap (smoke a blunt you will have more fun)
In the end the net is the best form of entertainment since if it works every one will have their fun and some not all will make a living at it, just like comedy .
Rest in peace George Carlin.....

[CHRISdotTODD]

Great to see Revision3 get some mainstream coverage they deserve.

What's missing from the story is how the Revision3 servers were brought down over the Memorial Day weekend by MediaDefender -- MediaDefender clients include industry giants such as Sony and Universal Music. MediaDefender disguises themselves as a legitimate company stopping illegal distribution of media through brute-force techniques. But in this case, whether purposeful or accidentally, MediaDefender attacked a very legitimate media distribution business.

http://www.chrisdottodd.com/2008/05/how-fragile-is-internet.html

[Sukhjit]

I cut my production teeth at ZDTV / TechTV. It was an incredible place for people to break out of traditional ways of broadcasting and innovate. After leaving TTV and producing for some cable television programs, I discovered thoughtful content and unique personalities were stifled by the networks need to make everything vanilla. I’m happy that Rev3 is successful, first of all because many of my friends from TTV days are there, but also because it shows that being yourself and doing what you love is a model of success.

[Nick Romo]

To all the haters out there......get a life, your commenting on people's life work, they get paid doing what they love, all because your jealous and dislike what you call a job! I For one, I am a fan of what Rev3 has to offer, do I like every show they offer, far from it. I was raised, if you don't have anything good to say, don't say it all. Especially when the content is FREE.......yes free! So don't comment or watch if you don't like it. So there! :-P
I love what they do as well as what Leo Laporte and his TWiT friends, army whatever they call themselves they are a service to what us Techie's love! Great, free online TV, podcasts.....

With love and respect,
Nick (iggy3sticks)

[Walt Ribeiro]

Revision 3 is a great 'Channel' and the shows are very educational, and entertaining. Love this post!