ManiaTV: Doing Web Shows the Right Way

By Ashley Phillips

Aug 6, 2008 10:31am

I can’t say it’s been a lifelong ambition of mine to hold Dave Navarro’s guitar. But when I was suddenly presented with  the proximity and the opportunity to touch the instrument played by the former guitarist for Red Hot Chili Peppers and Jane’s Addiction, I had to say yes.

And I was able to say yes because I’d recently visited the 15,000-square-foot studio for online TV network ManiaTV in Los Angeles. ManiaTV is one of a handful of Web networks that is producing original programming exclusively for the Internet, such as Dave Navarro’s talk show “Spread TV.” I wanted to report on ManiaTV because I like the company’s business model: ManiaTV doesn’t actually go into production on a show until it has secured sponsors. That’s a smart strategy that has helped the Web network lure blue-chip advertisers and put Mania on track for profitability next year.

But before we talk about ManiaTV, I’ve included a recap of some of the news and numbers that digital media experts presented at a NATPE (National Association of Television Programming Executives) conference in Los Angeles last week, suggesting that the traditional media business has nothing to fear from digital media growth. I disagree!

–Daisy Whitney is a reporter for TelevisionWeek and the host and creator of the weekly Web show The New Media Minute on the business of online video.

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