Notional is a production company with the DNA of an Internet company that makes content for everything.

I think a mistake a lot of people make is to identify a target audience and then work backwards into creating a product for them.

Notional is a production company with the DNA of an Internet company that makes content for everything.

All Internet comedy is niche comedy. If you do an Internet video about Halo, every Halo fan will send it to every other Halo fan. But if you did an episode of a network comedy that parodied Halo, most of your audience wouldn't even get it.

National Lampoon lost its audience when it went from monthly magazine to bimonthly to quarterly to annual to just making movies.

On the Web you have to sum up what your piece of content is in one link or nobody is going to watch it. That's the same thing I've been hearing from TV executives - is we need a program that you can have on the side of a bus and someone can watch it go by and get what the show is and want to watch it.

Viral videos arent just about being funny. Theyre about identity creation.