None of today's popular browsers fully support this new standard – because it hasn't been ratified yet. The rub, though, as with most technology, is adoption. That's a radical change, very much like the analog to digital transition terrestrial broadcasters just went through. It will just be a standard part of any Web page, like text and images are today. When HTML 5 has been approved, and becomes the de facto standard for the Web, we won't need proprietary players to let our audience interact with our media.
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That's right, they have no innate understanding of how to find, grab, display and control streaming media – or even animation. Why do we even have Flash, Silverlight, Move and others? Because today's HTML – the set of commands that allow a Website to load and display a page inside a browser, doesn't support audio or video. But they have all the drawbacks of Flash, with none of the relative ubiquity. Sure, other media technologies are available, including Microsoft's Silverlight and Move Networks. Here at Revision3 we encode our popular shows in 7 different versions, to enable the anytime, anywhere, any device, any service viewing our audience demands. That means more effort is needed to deliver your media everywhere your audience wants it.
It also means extra work for media companies, because more and more non-PC Internet-connected devices don't support Flash (the iPhone, Xbox 360 and most set-top boxes come to mind). As a separate, single-vendor solution it can be slow, buggy, hard to modify, and concentrates a lot of power into one company's hands.
Flash is the color television of the Web.īut Flash has its problems.
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And Flash is so ubiquitous that most media companies don't even need to worry about it – if you want video on your website, you build or buy a flash player, embed it into the Web code (aka the HTML) and go back to making great content. Most online video today, and most games too, use Flash. These browser extensions are responsible for most of the rich Web sites we use today.Īdobe's Flash – another browser extension – enabled the animation and video rich sites we enjoy today. But then a number of new technologies, with names like Java and AJAX, enabled a new type of Web site – one that worked more like Microsoft Office, and less like a loose-leaf binder. A little more than ten years ago the lowly Web browser used to be just for viewing text and images. Let's first set the stage for why HTML5 is so important by talking Web browsers. That's because Google is going to use it as a weapon to attack both Microsoft and Adobe – and to build an unassailable position as the dominant Web media platform of the next decade. Abandon at your peril though, because if you aren't planning for this next wave, you'll quickly fall behind. And one of the most important advances in years, HTML5, is about to rock your world. If you're not up on the latest technological advances on the Internet, you're likely to end up behind before you can catch your breath. Magazine and newspaper execs could safely leave those printing, binding and mailing breakthroughs to the circulation wonks in the basement. Even HD was a well understood, if slow moving technology: easy to understand and plan for with low tech options (like cropping tape on the camera viewfinder and air-brushed makeup). The biggest changes for television – color, cable/sat and the remote control – all emerged a long time ago.
A few years ago most media execs could safely ignore technology.
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