AR? VR? MR? - It's XR, stupid!
When we started CLIPPS.TV in 2006, Google had just bough Youtube and online video was the next big thing. While video is still a big chunk of our business, new story formats came up - some just for a short while (remember stereoscopic video, the one with goggles?), others seem to stay, such as animated CAD previews, 360 video, VR, AR, MR...
Technological innovation circuits today are shorter than media production and distribution delays, meaning: today's next big thing is tomorrow's water under the bridge. And the present is getting shorter. For a sustainable storytelling infrastructure that means: XR! Provide a pipeline for the unkown format that is being invented today so you are safe tomorrow.
How can I plan for something I don't know?
Well, some things you do know: There will be communicators with a message to tell. And there will be experts to create the content, in "XR". And there'll be an interaction in terms of ordering, prototyping, testing/screening, approvals and distribution.
So what you need is the thing in between. A process. A pipeline.
