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SXSW: The Brains Behind “Diggnation”

Posted by: Douglas Macmillan on March 15, 2009

Early Saturday evening, the line to get in to Stubb’s Bar-B-Q in downtown Austin stretched around the block. The attraction: a live taping of Diggnation, the weekly online video show featuring Digg founder Kevin Rose and Alex Albrecht. While the beer-sipping co-hosts chucked free Adidas sneakers and iPod Touches into an adoring crowd of geek fanboys, the brains behind the whole operation manned the merchandise table, hawking t-shirts and hooded sweatshirts bearing the Diggnation logo.

Meet Jim Louderback, the former editor-in-chief of PC Magazine who now heads up Revision3. His company produces Diggnation and 11 other low-cost shows that appeal to young, Internet-obsessed males. And he frequently takes Rose and the rest of the gang out to live events like tonight’s party at South by Southwest to “give back to the fans.”

In this video, Louderback talks about how his online video model holds lessons for the old guard of TV.

Jim Louderback from Doug MacMillan on Vimeo.

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Bloomberg Businessweek writers Peter Burrows, Cliff Edwards, Olga Kharif, Aaron Ricadela, and Douglas MacMillan, dig behind the headlines to analyze what’s really happening throughout the world of technology. Tech Beat covers everything from tech bellwethers like Apple, Google, and Intel and emerging new leaders such as Facebook to new technologies, trends, and controversies.



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