From Rocketboom to ABC

Video blogger Amanda Congdon is the latest "cewebrity" to jump to mainstream media; an industry is forming to help others follow her lead

by Catherine Holahan

• View Slide Show

Internet celebrity Amanda Congdon just finished broadcasting her cross-country relocation from New York to L.A. on the World Wide Web. Now she is making another move—this one from online to on air. The former host of Rocketboom, one of the most popular video blogs on the Web, with roughly 211,000 daily viewers, has a new gig as a contributor for Disney's (DIS) ABC network.

Congdon will regularly appear on the network's 24-hour digital channel ABC News Now and occasionally appear as a correspondent on the network's TV news broadcasts. She will also host a weekly video blog, or "vlog," on abcnews.com focusing on topics such as new media, politics, and the environment. "She certainly has the eyes and ears of a great many people who may have only trafficked in Internet information," says Michael Clemente, executive producer of ABC News Digital Media. "I would love to see her talking to [Illinois Senator] Barack Obama, new people with new products, and all sorts of things."

In addition, Congdon is developing a comedy for Time Warner's (TWX) HBO, which itself has plans to beef up online programming (see BusinessWeek.com, 11/2/06, "HBO's Bold Broadband Plans"). Congdon will star in the show, which will appear both online and on air in different forms. The subject matter has yet to be determined.

Talent Search

The new ABC role may make Congdon the first video blogger to make the jump to a major network. For the 25-year-old actress, the new job sounds like a dream. "What really excites me is the concept of bridging the gap between old and new media," says Congdon. "I am just so excited that these networks are open enough to let me do all these different projects."

Congdon, however, is not the first "cewebrity" to parlay fame on the Web into a real-world job. Joe Eigo, a 26-year-old martial artist and gymnast, was relatively unknown until he uploaded video clips of his acrobatic fighting style to the Internet. Since then, Eigo's clips have been downloaded millions of times and he was scouted to join Jackie Chan's stunt team. He also landed an appearance in the movie Around the World in 80 Days. Several other online video personalities have used their notoriety to sign with prominent talent agencies and further careers in comedy, media, and entertainment (see BusinessWeek.com, 10/30/06, "Don't I Know You from the Internet?").

In fact, major movie and TV studios are increasingly looking to the Web for new talent for both on- and offline projects. IQ Films and Steelyard Pictures used Yahoo's (YHOO) Jumpcut.com to conduct an online casting call for their latest movie, The Power of Few.

Agencies on the Lookout

Dina Kaplan is chief operating officer and cofounder of blip.tv, which features Congdon's AmandaAcrossAmerica blog. Kaplan says she is regularly approached by traditional media outlets that see her online vlog hosting site as a place to mine new talent. "We have had meetings with a bunch of Hollywood agencies," says Kaplan. "They see us as a farm team for them."

Talent agencies also see the Net's potential. United Talent Agency, which represents actors including Vince Vaughn, has created a Digital Media Dept. to bring online stars into traditional media. UTA counts video blogger Hosea "Ze" Frank, host of The Show with Ze Frank, and Kent Nichols, co-creator of the Ask a Ninja video blog, among its clients.

Music companies are also looking online for new talent. This month, Music Nation will start letting musicians upload music videos to its site as part of a record deal contest with Epic Records.