The number of businesses, organizations and institutions creating Christian content channels is gaining momentum.

One of the greatest opportunities is for those working with streaming video.

The online video explosion is not slowing down.

According to comScore figures, 181 million U.S. Internet users (up by 2 million from February) watched nearly 37 billion online content videos in March 2012.

Sermon videos may be a very small percentage but I’d say they’re the most important part of that mix. Each one has the potential to change lives.

Every time another church streams its services and makes its video content available on the Web, Christians have reason to celebrate.

This was my favorite tweet from Mothers Day:

“Thank you North Point Online for letting me see church from the hospital on Mother’s Day!”  Angie

This type of connection and conversation around what churches are doing online is only one example of what’s possible through the creation of new digital video outreach and evangelism channels.

The team I work with at enspire.tv is working to help churches and broadcasters come together to get in on the ground floor of this opportunity.

As streaming video gains greater acceptance as an effective method of communicating the gospel online, sharing best practices will contribute to a healthier and stronger new Christian media ecosystem.

Here are eight practices to consider when launching and managing a Christian streaming video content channel.

1. Choose content carefully. Offer a variety of preaching styles that will touch different audience groups, i.e. teens, adults, in their different stages of spiritual growth. Partner with ministries committed to biblical fidelity.

2. Deliver high-quality. Users demand uninterrupted delivery of increasingly higher quality video over the Internet. The streaming quality directly impacts audience perception and the ability to touch lives with biblical truth.

3. Publish regularly. Whether new content is added daily or weekly, just be consistent. As an aggregator and curator, be known as a trusted resource for fresh content that is constantly changing, being added to and improved. You want people to come back often and tell their friends to tune in.

4. Make it easy to share. Having people share all or portions of the messages being streamed is vital to increasing the reach and impact of the content. Allow users to capture a few minutes of the sermon they find most compelling and share via social platforms and email. Create embeddable channels that users can put on their blogs and websites.

5. Create and help create. Locally operated channels provide the ability to customize, personalize, and regionalize original content. As a channel operator, you can produce your own steaming video content as you gain a foothold with the new medium. Invite participation from other content producers, allowing them to create and tell stories on your channel.

6. Encourage conversations. The effectiveness of a Christian streaming video channel is enhanced when a conversation loop is initiated with the audience. Build-in technology systems to facilitate two-way communication.

7. Integrate compatible advertising. Local online video channels can help companies and consumers engage with one another. People may be skipping commercials on TV, but according to comScore, online video advertising is exploding, In March, video advertising impressions topped 8 billion impressions for the first time ever. Commercial channels have to be monetized, but they don’t have to be monetized with annoying ads or an obnoxious quota of ads. Set strict limits on the types of advertising accepted and the number ad units available per channel.

8. Give something back. “Whoever sows sparingly will also reap sparingly, and whoever sows generously will also reap generously.” (2 Corinthians 9:7) Collaborate with God at the start of the venture to figure out how to share resources with everyone involved in the creation and ongoing life of the channel: content providers, church partners, customers, viewers. A successful business enterprise is the result of God’s provision. Everything comes from Him. Fight to sow generously and cheerfully.

The other day, I watched a discussion built on the premise that “Christian Media and Church Media are usually synonymous with Horrible Media.”

I’d like to offer my two cents worth on the topic. First,  let’s define media for this context.

Media refers collectively to 1) all content technologies intended to reach a large audience via Radio, Television and the Internet, and, 2) the individuals and organizations that create and control these technologies and communication channels.

Christian Media refers to the content and channels whose purpose is to reach the lost and strengthen believers with the gospel.

Now, I want to respond specifically to two points made during the interview.

It’s not all about the packaging

First, bad packaging (branding, marketing, naming) was identified as one of the mains culprits giving Christian Media a bad reputation.

I agree that there is some really bad packaging out there. But that doesn’t make all or even most Christian Media bad. That is an overgeneralization. There is bad branding in mainstream media, and notwithstanding the sheer volume disparity between mainstream and Christian content, we wouldn’t say mainstream media is horrible.

The branding blunders of some do not negate the great work for the gospel being done by hundreds and hundreds of Christian Media workers.

Second, and more important of the two, the packaging of the sermon was put on an equal footing with the sermon itself.

It was suggested that people wouldn’t stay with any message for more than a couple of seconds if the packaging was bad, no matter how inspired the message.

It’s understood that the look and feel of a program can be so lousy that a person yawns or quickly tunes out. Even so, that doesn’t make packaging and preaching of equal value.

It doesn’t matter if the program has a catchy name and award winning graphics, if there isn’t a trustworthy message and gospel worthy goals underneath it all, the audience would be better off (spiritually speaking) by not tuning in.

We can all probably think of some famous examples where ministries have slick marketing but sick messaging. I don’t think a Christ-centered church would want to be in that group.

I’m not meaning to say that we shouldn’t take quality in packaging seriously, or that we shouldn’t seek out great marketing people and then trust them to develop appropriate branding.

I just think we have to be careful about having a fixation on image that seduces us into trying to change the world by conforming to the world’s techniques. In the end God will be asking us about about changed lives, not changed perceptions.

It is a matter of priority.

Priority of the message

One of the largest churches in the country just launched a new television ministry. Those involved with production and marketing of the program stated their priorities like this…

“(The television ministry) is all about the message. We work hard so nothing interferes with the message. It is about glorifying God and reaching people who haven’t heard (the gospel) presented in a personal way.”

They have it exactly right, and they maintain a national reputation for excellence.

Any discussion, including this one, of what makes good media and bad media can be quite subjective, but in my opinion, the distinction between good Christian Media and bad Christian Media is quite simple.

Good Christian media leaves me with a greater understanding of the truth that everything I need is found in Jesus. (Colossians 2:1-7)

Three things were spot on in the interview, I thought.

The Lord has made everything for His own purposes. Proverbs 16:4

1. Digital media is opening up new ways to tell The Story.
2. The effectiveness of Christian Media will be enhanced through a conversation loop with the audience.
3. A new generation of pastors is creating innovative video outreach on the Web. It is clear that the potential of the New Christian Media has just barely been tapped.

As you may have surmised, I do not believe that Christian Media is horrible media. Christian Media been made by God for His purposes, and whatever those are, they’re good.

The radio industry is experiencing an invasion of digital music services streamed via the Internet.

One advantage Internet radio has going for it is momentum. Pandora’s audience metrics best tell the story.

In March:

Listener hours for Pandora crossed the 1 billion mark, an increase of 88% over the same time period last year. Its share of total U.S. radio listening was 5.79%. More than 125 million people have registered to listen to Pandora’s free personalized radio stations.

With 42% of the population listening to Internet radio, according to a new TargetSpot Study, listening online is no longer a trend, it is a firmly established behavior.

The formula for success of the dominant streaming music services seems fairly straightforward.

Internet radio’s fight plan

1) Cater to the wants of the audience. 2) Get on every device. 3) Work seamlessly with car stereo systems. 4) Make reach ubiquitous. 5) Take ad dollars away from local broadcasters.

It’s Step Five, the implication of head-to-head competition with local radio, that should get the attention of every broadcaster.

A NY Times article lays out the fight scenario: ”Pandora’s pitch to advertisers is that its technology can cater to consumers with far greater precision than radio — it can pinpoint listeners by age and sex, ZIP code or even musical taste — and that as it grows, Pandora will effectively be the top station in many cities.”

If Pandora can effectively execute its proposed local advertising model it could be a game changer.

Pandora’s founder and chief strategy officers says “A dollar spent on Pandora is better than a dollar spent on terrestrial radio.” Sounds like  a challenge has been issued.

The street fight is on. In the first quarter of 2012, Pandora ran 400 local advertising campaigns across the country. Google, Facebook, Groupon, LivingSocial and others have already been giving many local businesses a taste of the possibilities of accurately geo-targeting ads that create foot traffic.

Competition for local audience and revenue from pure-plays, free standing Internet services, can simply no longer be overlooked.

What can Christian radio stations do to leverage existing platforms and compete in the coming streaming media hyperlocal convergence?

Make the right moves. Here’s five to consider:

1. Study the strategies and tactics of the competition. In “How Pandora Is Winning Over Local Advertisers,” John Hilton, Pandora’s executive director of sales strategy, communication & development, gives a glimpse into what the competition is doing and thinking. “Our key message is that Pandora is working tirelessly to redefine radio,” says Hilton.

2. Stockpile information and ideas on “hyperlocal marketing.” Bookmark Streetfight Magazine, that covers the big new ideas, shifting consumer behavior, and technology-enabled innovations that are promising to build a new world of local advertising and commerce.

3. Make digital multiplatform a priority. The Internet has made every media communications business (and church) a possible television producer, radio broadcaster, blogger and website developer. The world of putting content on a single platform, a website, is gone. A multiplatform strategy publishes content in real time to a website, to mobile apps, and to end users that can become distribution partners.

If needed, partner with a technology provider that will make it easier to jump into the multiplatform world without additional cost or staff. Whatever you do, make sure that your audience can connect with your content when and however they want, or your competitor will.

4. Expand online initiatives, including video content development. Five years ago, CBS Radio CEO Dan Mason said, “In the near future, every radio station can become a TV station.” The future is here.

Christian Web TV platforms are evolving that will enable traditional radio stations to, in addition to their audio channels, include video content, niche and branded content channels. These technology providers and content syndicators will allow broadcasters to innovate with even more compelling, engaging and elaborate ad formats, i.e. video advertising, clickable display ad packages, channel sponsorships, special content packages.

5. Form a hybrid sales team, consisting of digital sellers and traditional radio sales people.

The past is not dead for Christian radio, it is not even gone. It is the foundation on which the committed will fight on the new media landscape by offering audiences and advertisers clearly differentiated and relevant digital content and services.

The world of music streaming – Internet radio and on-demand – is getting more competitive by the song, the service, and the site.

Business Insider Review picks for best services.

Spotify just rolled out its new song feature called the Spotify Play Button.

(Scroll down to “Play” Glorious Day by Casting Crowns while you finish the post.)

The button is, essentially, a widget giving site owners the power to play any song, album or playlist in Spotify through a website or blog instantly, legally and for free.

I caught wind of the Spotify innovation through an announcement by The Huffington Post.  The news website and content aggregator added the Play Button to various pages across their site, enabling visitors to enjoy music curated by HuffPost editors to complement whatever it is they’re reading or viewing.

Other high profile magazine sites partnering with Spotify include Tumblr, The Guardian, Rolling Stone, Mashable, Entertainment Weekly, People and Spin, among others. Brands including AT&T, Reebok, and Intel will create their own soundtracks using the streaming music platform.

The real news here, though, is just how easy the Spotify feature is supposed to be for individuals.

President Obama demonstrated use of the feature when he dropped a 27-track “Campaign Playlist” via his Facebook page. If you blog with Tumblr, all you have to do, they say, is type in the song or album you want, and Tumblr makes the widget for you to fit in your blog’s theme.

A pastor friend shared a link to his Tumblr page where he had already embedded a favorite album. I’m listening to it while writing this post and installing the widget right here:

Spotify isn’t the only streaming service upgrading/changing. Pandora, Rhapsody, Rdio, Mog, and iHeartRadio have also recently engaged in design overhauls, relaunches and acquisitions.

Stiffer competition ahead 

Streaming media services are rushing to get in on the growing online listening audience that is larger than ever before.

In the U.S., 89 million people listen to online radio each month, according to Arbitron and Edison Research, a number that’s doubled every five years since 2001.

Are these trends indications that we’re headed toward critical-mass adoption of streaming music? Is this is where the future is?” If so, what does it mean for traditional Christian radio broadcasters?

It means radio needs to get prepared for stiffer competition for audience and revenue. And folks, I’m sure it isn’t news that they’re not just coming for audience. Streaming music services have national and local traditional broadcast budgets in their cross-hairs.

“Online radio’s very survival depends on stealing ad dollars from its traditional counterparts, and it needs to do it fast,” says Adweek’s Erin Griffith.

Morgan Stanley Research forecasts that by 2016, Pandora is forecast to generate $1.45bn of ad revenue, equating to a 10 percent share of the total US radio market.

Is it only a matter of time before streaming radio has a negative impact on traditional radio revenues and listenership … and thereafter radio asset values?

At 1:00 p.m. on Maundy Thursday (also known as Holy Thursday), I watched a video chat that felt to me like a big moment for digital outreach.

This wasn’t just any chat.

It was the inaugural Face the Nation Google+ Hangout, the first in a series of events in the groundbreaking new partnership between CBS News and Google.

In recognition of holy week for both Judaism and Christianity, the discussion was dedicated to religion in the internet age.

Jason Illian: Technology is allowing us to engage people in what they believe, and then to challenge them to take what we’re talking about in church or synagogue and enact positive change in the lives of others.

Sarah Pulliam: Instead of building bigger buildings, megachurches are streaming sermons to their congregations.

Bobby Gruenewald: We feel like it is a unique time in history. With these amazing new tools, we have to do what we can to connect with people.

The conversation continued around the benefits and dangers of combining digital communication technologies with religious activity and faith:

Can online outreach efforts be measured? Is it ok for online communities to not attend a physical church? Are online churches helping or hurting the pastoral nature of the clergy? What impact is online anonymity having on relationships, public discourse, and engagement in politics? Is there a danger of seeing a new generation of celebrity pastors? Will online church communities be the demise of brick and mortar institutions?

The new religious broadcasters

Whatever one may think about internet ministry, i.e. online evangelism, church online or internet campus, after watching the Hangout, one thing is certain: Digital outreach and a multitude of innovating Netcasters have thrust the church-at-large into the internet age.

The aggressive use of the internet and social media by local churches has changed the nature of electronic religious media, opened it up to thousands of organizations and millions of people. The evangelical global church is still grappling with it.

As much as one may like to have more breathing room to consider the effects of all this change, the luxury of time doesn’t seem to have been granted.

While many are still on the sidelines, looking for a theological justification to do online outreach, others are executing creative strategies to advance their cause.

It was amazing to hear Christian and Jewish leaders on the panel agree – people are being reached online that would otherwise have never been reached and lives are being transformed as a result.

A new direction

The people who know their God shall be strong, and carry out great exploits.
(Daniel 11:32)

Trends in the syndication and audiences of digital outreach, particularly the growth of streaming video, are moving church communication in a new direction.

The first Face the Nation Google+ Hangout bringing worldwide attention to and evaluating church online and other religious activities online indicates that the Internet and social media must be taken seriously as tools to carry out the Great Commission and the Great Commandment.

Digital outreach is at a crossroads. As one panelist implied, leveraging technology isn’t just an opportunity; it is a responsibility to use these tools for the cause of Christ.

New beginnings and directions take God’s wisdom and courage.