In a recent post Irish PR blogger Piaras Kelly discusses ‘digital content creator’ Ballywire Media.
The company produces broadcast quality audio and video content from major Irish events for sale to websites, mobile operators and broadcasters. They also produce their own ‘TV show‘ which is distributed via YouTube and social networking sites like Bebo.
As the need for content in all its formats grows I’d guess we’ll see more and more businesses operating along these lines.
But an independent firm creating content for sale is not what’s really interesting here – freelance photographers and journalists have done that for years.
What is interesting is how the company can work on behalf of individual organisations in search of publicity through content. From their website:
“Ballywiremedia is a digital syndication agency aimed at maximising sponsorship editorial exposure… Ballywiremedia.com provides a means for clients to create awareness of their sponsorships through branded editorial content for use on their own portals, for consumption by the general public through I-tunes, and for use on air by radio stations.”
The list of clients so far include event sponsors O2, BT Ireland, Toyota Ireland and CocaCola Ireland covering events from rugby to the BT Young Scientist Awards.
In a very real way, clients are bypassing traditional media and ensuring coverage by creating and distributing their own content (in this case with the help of Ballywire).
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