Last month at the DLD conference I had the opportunity to speak to Constantin Bjerke, founder of TheCrane.tv. TheCrane.tv is a new online video magazine all about contemporary culture that is set to launch in March and plans to feature high caliber content on the topics of Culture, Art & Design, Fashion, Lifestyle, Travel, Ideas and “Green”/Ecology around the globe. TheCrane.tv hopes to raise the bar for superior video content on the Web with what they are referring to as ”Talent Generated Content.” Constantin describes Talent Generated Content by saying that all of the site’s content ”is produced by people that actually know what they’re doing, both in terms of quality of the film and in terms of the content.” Creatives from around the world are invited to share their films, videos and animations on any of the forementioned topics. TheCrane.tv is a unique magazine because it is completely video based. You don’t have to read articles but can simply “sit back and enjoy the ride” as Constantin puts it.
Aside from offering high quality, high caliber content, TheCrane.tv will also serve as a platform for talented video and filmmakers to showcase their talent and advance their careers. Contributors can use the site to find an audience, network with like-minded creatives from around the world, share ideas, collaborate and inspire one another. Additionally, the site is currently in negotiations for a mobile video distribution deal via 3G networks and has several TV and other distribution deals in the works as well. TheCrane.tv also offers contributors the opportunity to make money through revenue share.
In preparation for their launch in March, TheCrane.tv is hosting a film competition along with Discovery Campus and reelisor. Everyone is welcome to enter short videos (1 to 5 minutes) on any of TheCrane.tv topics listed above. Non-fiction, fiction, documentary, journalistic pieces, video art and animation are all accepted. TheCrane team allows and even encourages you to run wild with your imagination and expand your horizons. All submissions can be submitted, in any video file format, to TheCrane.tv. Constantin asks contributers to “just think about…what would be interesting in your favorite magazine? Just make a video about it!”
The contest, which ends on February 28, will be judged by a team of high profile creatives including Ora Ïto, Karl Lagerfeld, Flavio Albanese, Fernando Sulichin, Kirill Razlogov and Laurent Claquin. Winning films will be selected and announced when TheCrane.tv launches internationally in March. Rewards for the winners include cash, equipment and Television broadcast. Additionally, all of the entries will be available for viewing on TheCrane.tv once the competition ends and the site is launched. I am excited to see what creatives from around the world will contribute to this new online video magazine. I view it as an amazing collaborative art piece. I also admire the creative thinking that went into the whole concept of creating this competition right before the site’s launch. This is a great way to increase buzz and interest in a creative manner. I think the biggest challenge for TheCrane.tv will be to keep its content as high caliber as possible and not allow it to turn into another YouTube, as this is its edge over the competition.
For my full interview with Constantin, as well as a taste of what TheCrane.tv will have to offer, watch the videos above and below.
Ayelet Noff is a partner in Socialmedia.biz and founder and Co-CEO of Blonde 2.0, an award winning digital PR agency with branches in Boston and Tel Aviv. Contact Ayelet via The Blonde 2.0 website , email, or follow her on Twitter and Google Plus.