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RGA Makes Plans for Video Paywall

BY Nancy Scola | Thursday, August 19 2010

Time's Michael Scherer reports that the Republican Governors Association -- gaining attention for not only attracting $1 million donation from Rupert Murdoch's Fox News. Corp but for a growing reputation as a well-functioning institutional alternative to the RNC -- is going to be trying out a new online trick come fall. They've found a filmmaker so good that they're putting his work behind a paywall:

The Republican Governors Association is planning to do something very different this fall with a new batch of online videos.

Instead of the typical 30- or 60-second YouTube attack spots, the group has prepared two video documentaries, at about 25 and 45 minutes long respectively. The first video, prepped for September release on the web, will focus on the accomplishments of Chris Christie, New Jersey's mold-breaking GOP governor. The second video, a month later, will expand the argument to other gubernatorial races but will be available only behind an online paywall.

The filmmaker in question is 22-year-old Lucas Baiano, seen here in a promotional video recounting his successful attempt to convince Bill Clinton to let him shoot an advertisement for Hillary Clinton in '08. Baiano later supported the McCain campaign, and he's now, it seems, serving as the RGA's Director of Film and Visual Media.

So, the question: is anyone in America going to pay a dime to watch a 20-minute web video ode to the successes of Chris Christie? It doesn't seem like the most promising of subjects, and we don't know from Scherer's piece if we're, yep, talking about a dime or something more along the lines of twenty bucks. A good deal might depend on how the user interface and payment mechanism might be set up for this sort of thing. That said, you never know. People have been known to gladly drop $15 or $20 on a campaign t-shirt that stays relevant for three months or whatever. We'll see.

Update: On closer read, seems as if the Christie video will be free for the taking, but the 45-minute follow-up video piece will only be available for a fee.

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