Dr Horrible's Sing Along Blog.

A couple of weeks ago, Joss Whedon released his superhero musical "Dr Horrible's Sing A Long Blog" on the internet. The 45 minute show (actually three 15 minute episodes) was notable for a number of reasons.

1. It's high quality content. Maybe not up to the standard of Whedon's work for movies and TV, but certainly stronger than a lot of online content. While it makes reference to its online status (i.e. the self conscious to camera video blogologues), it could probably be shown on TV without noticing the low budget too much, though it's very obviously shot on an unused and underpopulated Hollywood studio backlot.

2. It doesn't fit the expected webvideo formula. It's long for a short film. (received 'Net wisdom, your video should be 5 minutes or less, ten if you've got REALLY compelling content).

3. It's a hit. This is helped by the fact that Whedon has a peculiarly big and supportive fanbase (for a TV writer/producer). It's not clear how many people have watched the show so far but the numbers in are that it's being watched by millions. there are already paid for downloads and there will soon be a DVD available and even if it sells only tens of thousands, Whedon will recoup his small (low six figures of below six figures, depending where you read) investment.

4. It's by Hollywood pros but it's an independent production. Whedon paid for it himself. This is not a studio or production company side project, a la Quarterlife or the All For Nots, and it's not some small wannabes using the 'net to break into the mainstream Lonelygirl15 or Four Eyed Monsters style (or say someone trying to forge a presence from the ground up in the new medium, like Ze Frank. It's also not some faded star propping up his career in the new medium (e.g. Weird Al Yankovic), This is the writer producer of Buffy, with a new TV show due out in the autumn.

The most interesting thing is that Whedon felt able to go directly to the internet as a distribution source. While in the past, the net would have been used to promote the DVD, TV i=or movie release, as whedon did himself by making the first 10 minutes of Serenity available online for free.

Originally Dr. Horrible... was streamed for free for just a few days before being released on iTunes. Subsequently it was released on Hulu again with adverts, apparently, though they didn't appearing on my stream, maybe ads were US only. The Hulu time stretched, first they said a week, then four months. [update, it's now been withdrawn from international viewing]

Anyway this project could open up for more adventurous projects on the 'net. While we're way past the point where studios, producers and creators take the internet as a platform seriously (after all that's what the WGA strike was about this year) but not audiences, beyond porn and virals. This is the show that could change that.