Like others, the use of video is on my mind.

Many are saying online video will take center stage in 2012.

Online video is already proving to be a powerful way to reach and influence people.

Savvy Christian communicators recognize it as a way to connect with people’s hearts and minds.

However, I think there are some inaccurate assumptions about streaming media that could slow the adoption of valuable video platforms by religious broadcasters.

Here are eight myths and misconceptions about online video that will hopefully shed a little light on its huge potential.

1. Radio doesn’t do video

In the digital revolution, defining what you do by delivery mechanism (radio, TV, books) will be limiting. Digital technology has created an environment for incorporating a range of delivery media (audio, video, data), to reach everyone, every way. The next generation of broadcasting will increasingly give audiences more choice, including the addition of video delivered over a variety of distribution mechanisms.

2. There’s not enough content

The list of online churches with an Internet Campus or video webcast continues to grow. Church communications experts are directing leaders toward the use of streaming media platforms. Traditional media ministries and creative content producers are combining forces to launch online video initiatives. With thousands of publishers producing quality video content, there are plenty of opportunities for creating dozens of streaming media channels in multiple languages.

3. The public isn’t embracing streaming media

Millions of consumers are getting high quality video over the internet using free or low priced OTT services (Netflix, Hulu, Apple). Cable companies have joined the bandwagon with “TV Everywhere.” Telecom companies have launched IPTV services. “Virtual cable companies (Google, Apple, Amazon), among others will soon deliver linear TV (like ESPN) for the first time in select markets. Public acceptance of streaming media will continue to transform traditional broadcasting at an accelerating pace.

By 2015 online video (TV, VOD, Internet and P2P) will account for 90 percent of all global consumer IP traffic. (Cisco Visual Networking Index)

4. The discovery process is too much work

Christian radio stations are known for driving traffic to the programming content of ministry partners. Distributing and promoting online video is simply an extension of that strategy. It’s like having your own TV channel, without any radio-TV cross-ownership rules. Radio’s already captive audience gives it the capability to launch new streaming media content and develop loyal audiences for it. That’s an advantage over just about everybody out there.

5. Long-form video programming is declining

MTV moved away from showing music videos to series programming because music videos, get a rating of 0.5 percent and have a hard time retaining viewers. Long-form programming means that viewers stay with the channel for at least 30 minutes, which helps increase ratings. (Betsy Frank, Exec VP Research MTV)

6. Video distribution places you at the mercy of a few CDN’s

According to Informa Research, more than 41 Telco Carriers are reported to be in some phase of CDN deployment. The concept of federated CDNs is becoming a reality. In June of 2011, StreamingMedia.com’s Dan Rayburn broke the news that a group of telcos had founded an Operator Carrier Exchange (OCX) to formalize the process of interconnecting their content delivery networks.

7. Video advertising is not proven yet

Video advertising is now considered by marketers a premium way to influence customers, and the rates being paid to place video spots on mass-appeal and valuable niche websites are approaching, sometimes exceeding, rates for the traditional television platform. ROI is more trackable online than on traditional media, putting the focus on real meaningful measurement of audience engagement.

eMarketer estimates that US online video ad spending will grow by a compound annual rate of 38% in a five-year span ending in 2015, making this by far the fastest-rising category of online spending.

8. Conventional radio will always do well

Radio is holding its own, but 2011 was not kind. New services and content delivered via the Internet is drawing listeners and viewers. (eMarketer study)

The question is…

With barriers to entry falling in the delivery of media, what content is the next generation of Christian broadcasting to deliver, and how can this content be tailored so that the audience continues to want us to be in their lives?

Steve Lyon, Editor-in-Chief of Moody Publishers, says we should work hard to stay on top of the opportunities technology affords us to prepare, platform, and deliver our content because it gives those we reach the greatest possible chance to connect with the Word in ways that make them more like Christ.

There is an appointed time for everything. That has certainly been true with evangelism explosions that have always followed revolutionary upheavals caused by technology.

There was a time for the Romans to build a military road system that revolutionized transportation. The first disciples used the roads as a communications network for advancing the gospel throughout the Empire.

There was a time for Johannes Gutenberg to build a movable-type press, a revolution in printing and mass communication. The printing press allowed everyday people to possess their own Bibles in their own native languages.

There was a time for Guglielmo Marconi to prove the feasibility of radio waves to transmit sound that revolutionized international communications. Churches seized the opportunity to broadcast sermons live across long distances.

There was a time for a group of great minds to build a system for transmitting pictures that revolutionized the way information was shared around the world. Christian broadcasters harnessed the power of television to bring the gospel into the living rooms of billions of people.

There was a time for a global collaboration of builders to create a worldwide communications network, revolutionizing the way we communicate with each other, and just about everything else. Every Christian with a computer or mobile device can now use the Internet, and the most powerful technology tools ever created, to do “every good work” of the gospel.

What’s next?

In many cases, the Internet has made getting the gospel out the door via media far more efficient, and less costly.

That has not been true for streaming video technology, (Amazon Instant Video, Apple TV, Hulu, Netflix, MobiTV), that seems to be all the rage in delivering online content.

We are talking about streaming and online video networks, not video downloads.

Streaming video’s cost structure has kept all but a handful of mostly large organizations from developing new business or ministry models around the technology.

The costs of bandwidth, storage and transcoding (learned a new term) have been high. The costs have been variable, rising in proportion to usage. And the returns from investing in streaming video have been modest at best, when compared to text and graphics-based Internet media.

On the business side of things, that is all about to change. The costs of bandwidth, storage, and transcoding are falling rapidly. Like other tech revolutions, gospel communicators will again be in excellent position to benefit from this next wave of massive change in technology…for three reasons.

Churches have:

1) Scalability, the ability to add streaming media outreach and regional expansion of the gospel without an upheaval in operations.

2) Minimal production costs, as many are already producing countless hours of video content.

3) A platform not dependent on technology efficiency or performance, rather on the power of the Holy Spirit. Church communicators can easily integrate live streaming ministry with all their resources to impact a region for Christ and to help followers through discipleship.

A growing number of new video production ministries are also uniquely positioned to capitalize on these advances.

Funding video platforms

There is a time to tear down and a time to build. Ecclesiastes 3:3

Online video networks still have to be paid for. We are about to see an increase in marketing and advertising partnerships and creative donor development initiatives. Collectively these approaches will enable Christian organizations to generate resources to take advantage of live streaming’s capabilities.

Is the time approaching for another revolutionary change in communication technology? The infrastructure is there, the costs are dropping, and mass audiences are assembling around streamed events. The video delivery of worship and the gospel being preached needs to be in thick of it.

It is time to get ready for the surge in gospel proclamation that always follows great advances in technology. Another hundred-year wave approaches.

From this small corner of the blog world, we regularly encourage churches to enter the race to keep up with technology.

Running the tech race facilitates ministry. Finishing the tech race well leaves a legacy.

Like the 400-meter dash, the longest sprint race in track and field, the technology race is a grueling race.

Rapid advances are being introduced at greater and greater speeds.

The iPad, 4-G Internet, location-based social networking, online TV, smartphones that speak aloud are just a few of the latest offerings.

Even more applications and services lie on the horizon.

Pastors and church leaders who embark on this journey have to be physically strong, mentally tough and spiritually fit.

A successful race will depend largely on preparation.

A time for preparation

1. Spiritual preparation: Maintain a vibrant relationship with God to the end of the race. “Keep yourself in training for a godly life. Physical exercise has some value, but spiritual exercise is valuable in every way, because it promises life both for the present and for the future.” 1 Timothy 4:7-8

2. Mission preparation: Develop a technology mission statement. The mission must integrate seamlessly with the unique vision of your church. Constantly ask the question, “Is this technology in tune with the God-given mission of the church?” Communicate the mission clearly. Enthusiasm for any new major ministry endeavor starts at the top. Lead your church’s technology outreach with passion or momentum will bottom out quickly.

3. Team preparation: Get the right people on the bus. Harnessing the complexity of technology takes talent. Hire the staff or bring in professional consultants from the outside to help do the work with excellence. You know people are your most important asset. Make sure they know it.

4. Technology preparation: Plan. Plan. Plan. The three most important words in technology. Developing a technology plan is essential to successfully aligning people, processes and technology. And controlling costs.

5. Preparation for future learning: Stay abreast of emerging technologies and trends. Remember, change is only going to accelerate. Five resources:

Prepare yourself and be ready, you and all your companies that are gathered about you; and be a guard for them. Ezekiel 38:7

• Wired Magazine
• Fast Company
• CNet
• New York Times Technology Section
• Converge Magazine

6. Preparation for leaving a legacy: Run the race in such a way that others can benefit from your example. Create a model technology ministry. Start new works using technology to reach the next generation. Release creativity to use media in brand new ways. Inspire others to take maximum advantage of the doors God is opening to reach the world through technology.

A time for celebration

Celebrate milestones of the amazing way God is changing lives through your use of technology. It will build relationships and deepen community. Regular encouragement will help to sustain the energy of everyone running the race and diminish the effects of “hitting the wall.”

Speed will be an asset in the technology race. Start working on a plan TODAY, so when you get in the race full-time, the pace will be within your comfort zone. God has prepared you and your church for this time. For this destiny. Finish well.

Christian radio and local churches using broadcast media have always fostered a strong sense of community and spiritual well-being in America.

Three key elements of this work have been:

1. Unique bible-based content.

2. Local “personalities” that seemed like old friends.

3. Social functions geared to promote faith, community spirit and connection with local churches.

Technology is relentlessly changing the game.

Now, almost anyone can access the content airing on Christian radio stations from a variety of sources, in a variety of source formats.

Everyone with a voice and something to say can connect with local audiences, in personal ways, if they want to.

And a who’s who of Web companies are pouring money into hyper-local efforts, giving people local content and social gathering places to come and talk about it.

There is a global digital media revolution entering local media markets.

Global players are preparing a major offensive to grab local ad dollars too. Geo/local marketing is gaining momentum. A loss in ad dollars will make it tougher for commercial Christian broadcasters to compete.

What does a local community presence look like for global media giants?

For now, big Internet companies must rely on social networking platforms and chat rooms as their “community.” They do not (yet) have the personnel to interact with local audiences, or to create events that foster face-to-face socialization.

A front-page article, “Social network for small towns can be a harsh world,” in my local newspaper reported on debate brewing over what can happen without enough people to adequately moderate these online conversations.

To address the problem these companies may have to start looking for local partners. However they resolve the problem, it will take time. Building trusted local relationships through media doesn’t happen overnight.

Christian radio stations have a huge head start.

This is an opportunity for Christian radio stations to leverage existing relationships and local church partnerships into new ideas for doing what they have always done best: super-serve the local community. They have the feet on the ground to do it.

It can’t be just more of the same though. For one reason, churches are beginning to develop their own local media platforms. An unintended consequence of technological change for everyone engaged in local Christian media is “more media competition.” For the same audience and the same limited resources.

Another reason is that communication technologies are changing everyday experiences. New ways of interacting with and serving audiences will need to be developed.

My recommendation to local broadcasters would be to aggressively seek ways to integrate various Christian media channels in the market. For example, local stations and churches have a great opportunity to make their individual media channels work together effectively for the gospel, rather than compete.

We are hard pressed on every side, but not crushed.
2 Corinthians 4:8

Failing to adequately address the encroachment of the Web giants on local media markets could eventually result in a diminished sense of Christian community, or even spiritual well-being for some. That would be a crushing blow. It’s not going to happen, right?

Questions: What are your thoughts? What other ways could the encroachment of major Internet companies on local markets affect Christian media and ministry? What are other ways to address the challenge?

The Barna Group has released their annual year-end report on trends in the culture and in the Church that wants to impact it.

I encourage you to read the whole report, but here’s my summary of their six megathemes for 2010:

• The Christian Church is experiencing a decline in basic biblical literacy.

• Christians would rather connect with other Christians than do outreach.

• Growing numbers are more concerned about practical living than holy living.

• Interest in community activism is gaining ground.

• A belief in moral absolutes is giving way to a belief in tolerance.

• The Christian Church has an image problem.

Now what

After any institutional self-assessment comes the “Now what?” What are we going to do next to move forward on the issues we’ve identified?

Healthy and vigorous debate needs to take place. But let’s assume for the moment that these findings exist to some degree in the Church. What sometimes happens with large issues like these is that we tend to go back and forth, and in the end nothing much is changed. No fresh ideas are generated, or if they are, they’re not acted on. It’s just so much safer to keep doing what we’ve always done.

The truth is, addressing big problems often requires doing something new and remarkable. Something we may have never done before. That in itself is hard. It takes big faith. But let’s also assume for the moment that your part of a church that is committed to developing new strategies for relating to the people of your region.

Here’s three go-to-market ideas that we came up with in a quick brainstorming session. I hope they will be a springboard to having your own “way out of the box creative thinking sessions.” BTW, media and communications technologies should be used to help facilitate each of these.

Promote Bible literacy

Support the Bible Literacy Project, a non-partisan, non-profit endeavor to encourage and facilitate the academic study of the Bible in public schools. Bring people together — Evangelicals, Jews, Catholics, educators, scholars, and parents who want the young people in your community to learn about the Bible in public schools. Host and webcast “The Bible Belongs in Schools” town hall events. Create an annual scholarship award to honor students completing the course. Feature stories from the students and teachers on your website.

Develop unconventional outreach

Produce live outreach events. The Southeast Christian “Momentum” series is an example. Invite national celebrities who have a unique story of faith to share. Create a non-threatening atmosphere around the events, making it easier for people to invite unchurched family, friends and neighbors. Webcast selected performances. Stage the whole endeavor in cooperation with others, if cost is a factor.

Create a marketing alliance

Convene a group to rethink the process of connecting local churches with the community. Research the collaborative marketing efforts of other nonprofit groups, i.e. Alliance for Audience. Build consensus. Pursue a comprehensive new strategy for inviting people to church. Combine the unique calling of each participating church into a grand story line. Establish a central brand that connects Christianity to these stories of how a real and personal God is working in the lives of people living in the region. Build a jointly managed Internet platform. Make it the primary means for accessing information about the Church in your area and what it means to be a Christian.

Note: This is not necessarily brand management, like the religion makeover ad campaigns being run by several religions, though their innovation and use of online media is noteworthy.

Impacting the culture

You are the salt of the earth. You are the light of the world. Let your light shine before others, that they may see your good deeds and glorify your Father in heaven. Matthew 5

God loves every man, woman and child living in the communities and regions of the country. If traditional approaches in reaching them are not as effective as they once were, the Church has a responsibility to develop new strategies.

Can’t resist adding a couple more from my favorite playbook.

Imagine the increased level of impact your church could have on the community if you had your own Internet broadcasting platform. What could a group of churches accomplish creatively for the gospel if they had a community-based local media network on the Internet to reach and engage youth, teens and adults in their own environments?

The Barna research can be a starting point for coming up with new ways to make your region, as the pastor said, “A place where God’s presence dwells, God’s ways are known, God’s word is a dominant force, and people are changed by the Holy Spirit.”

Questions: What do you think about the Barna findings? What new out of the box ideas come to mind for addressing the issues?