When it comes to getting Indie filmmakers to embrace creating new content and existing content on channels like Brightcove, Maven or other tool/aggregator sites, it is not enough to build easy to use tools, networks or even revenue share models, you need to build from within the user community.

If you remember the television show "I Dream of Genie", you may recall Doctor Bellows was in search of the X-Factor, a secret ingredient that would create some breakthrough and elevate his status with the general.

I feel as if companies in this space have not fully figured out how to find or use the X-Factor to foster adoption, though it seems rather straightforward to me, here are just a couple of examples of what I am talking about, I may post others from time to time.

- Collaborate with established Indie producers and DP's to co-promote their projects. These people are the influencers who can pave the road and encourage other filmmakers to exploit creating content for and distributing on IPTV.

- Sponsor and work the Festival circuit, scout for new talent and highlight on your companies site under a community/development tools section for professionals.

Volcom, a retailer of specialty clothing for snowboarding and surfing has long embraced audience and celebrities content in branding the story and not just the company. I am surprised resources are not being put into these areas. At the end of the day, companies need to evangelize not only their product but also the medium if it is going to see adoption and growth.