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The eyes have it: CIOs need video content management -- now!

I am entertained by a good video as much as anyone, I dare say, especially those made by a close relative in the science field, and any number of YouTube hits as well (for example, Hahaha and David After Dentist). As for getting my news, the latest IT research, company training or, for that matter, my gardening tips, text is my preferred modality. Most of the video content on such matters seems tedious. That means I am old. Video content has moved into the mainstream, according to a slew of studies, and CIOs need to implement video content management systems.

Gartner Inc., which includes video on its Top 10 Strategic Technologies for 2011, argues that it’s just common sense to implement a video content management system and policies now. Most phones have the ability to record video. More consumer sites are using video to plug products. The daily video upload rate on YouTube is mind-boggling. Video is coming to the corporation near you, the analyst company states, and not only from illicit downloaders, but in the form of CXO messaging, focus groups, company blogs, training and those semiannual sales pep rallies. In addition, the growing number of employees in your ranks who are younger than you? They like video — a lot.

“Over the next three years … video will become a commonplace content type and interaction model for most users; and by 2013, more than 25% of the content that workers see in a day will be dominated by pictures, video or audio,” Gartner predicts.

Gartner analyst Carl Claunch put it more vividly last month at the firm’s annual Symposium/ITxpo. “Young people dislike long sequences of text. They don’t want to read it,” he said. “They want short things with combinations of pictures, video and sound. You have to start thinking about your customers and newer employers who communicate that way.”

The shift to video should raise all sorts of questions in your mind: What are your policies for recording video? How is your business intelligence going to be able to search it? How do you index video? Do you produce transcripts? How does including video impact e-discovery? There are many technical and governance issues related to the arrival of video in the corporation.

Here are two more compelling reasons to start thinking about video content management now: Gartner believes that over the next three years, companies that look at video content management now will spend 50% less on storage and supporting infrastructure than companies that do not. And the other? When I mentioned to my closely related videographer, a member of the Millennial generation, that experts were predicting video content would become a mainstream form of corporate communication in the next three to five years, she laughed: “I thought it already was.”

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