With the Digital Content Upfronts in full swing, I wrote a column in TechCrunch calling for the industry to start putting real rigor, thought, time, energy (and most importantly)
creativity
into the making and marketing of original web programming.

As Alyson Shontell at Silicon Alley Insider wrote in her coverage of Ken Lerer’s video news start-up: “If people watch TV all day, why wouldn’t they watch news streamed online all day?”

The same is true for all programming, not just news.

Viewers no longer differentiate between platforms (TV, tablet, computer, phone — it’s all the same), the digital audiences are there, the ad dollars are available. It’s time to start delivering some epic programming to mass audiences.

Check out my column here.

And here is a collection of links for more information/background:

PandoDaily: The Future of TV is More Than Social, It’s Distributed and Always-On

Vanity Fair: The Oral History of Friends: Jennifer Aniston Almost Didn’t Play Rachel Green

VideoNuze: What is “Premium” Video Anyway and Why Should We Care?

The Hollywood Reporter: Netflix’s Ted Sarandos Explains Original Content Strategy

TechCrunch: Hulu Announces Four More Original Series, Bringing Total Lineup To Seven

Billboard: Exclusive: Andrew W.K. To Star In New Myspace Series

The New York Times: Online Show Wins Fans in High Places

The Hollywood Reporter: Poll – 9 out of 10 Call Social Media New Form of Entertainment; Young People Want Texting in Movies

PaidContent: Yahoo Video Chief: How To Get $3 Billion Closer To $50 Billion

PaidContent: YouTube Isn’t Just Short-Attention-Span Theater Anymore