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116keys

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Tomorrow is the second anniversary of 58keys, a YouTube series I do for writers like me who use and write on Macs, iPhones and iPads. If you don’t happen to write on those, 58keys is of no earthly use to you. But still, I want to share a general writing lesson I think I’ve learned from doing it.

And that’s just this: you can change what normal is.

I first thought of a YouTube channel in 2012 and even shot a couple of minutes of footage. I’m going to let myself off a little here by explaining that all I really had was an idea for one gag. Didn’t know what a channel of mine could be about, didn’t know what I’d be interested in, didn’t and really still don’t know what anyone watching could be interested in.

Nonetheless, for seven years I did bugger-all.

And even in mid- to late-2019, I did bugger-little. Shot a title sequence. Figured out what I could do. Chose the name 58keys. Now I write it down, that seems more than I thought, but really it was all held back by me being me. Until January 2020 when, little knowing what could possibly be ahead of us all, I was determined to launch the channel before the end of the month.

Today I am making some little money from it, but if that’s not the reason I do it now, it definitely wasn’t the reason I launched it on January 29, 2020. The sole and specific and exclusive reason I launched it was sheer frustration with myself for not doing it, for constantly putting off a writing job I wanted to do. I can be very unhappy with me, but this time I was angry.

So I launched it. Just to shut me up.

Somehow I got 7 subscribers in the first week. I’m now on 2,400 or so. In that same week, the watch time, the total time anyone played any video of mine, was 584 minutes, which would amaze me just as much if it were this week. Except I record the statistics at the end of each Friday and last week the total for the preceding seven days was 218.2.

Hours.

So that’s 13,092 minutes of me watched last week. Since I’ve got all of my statistics plus a pocket calculator, hang on one sec.

God in heaven. Since I began, the total watch time is 6,514,500 minutes. Six million minutes of watching me, that’s insane. I have a sudden urge to comb my hair.

And still it’s not what I learned, it’s not what I want to talk to you about. Nor is the money: YouTube pays less than you think. I’m getting between £20 and £40 per month, but then I also separately got a lot of funding about 17 months in, so the real per-month figure is considerably higher. There are also book sales that have come from it, and various courses I run. Plus I’ve just been booked to make a lot of videos for other companies.

No, truly, what I learned is this thing about the new normal.

There have been no breaks in the two years, no gaps, just at least one video every week. I’ve done extra editions in short runs so the total is 117 videos in 104 weeks. And now I know that there will be a 118th next week, 119th the week after. It’s still the same amount of work, it’s still the same amount of effort, but the doubt is gone. I don’t doubt that I’ll do another video, because I no longer think about whether I should doubt, or at least not as much.

For better or worse, for as small as my channel is compared to others, for as little as it pays directly compared to the time it takes me, 58keys is now a normal part of my working life.

And since I’ve scripted at least 90 of those episodes, writing non-fiction YouTube scripts is also a normal part of my working life now. That’s been startling: I can see my scriptwriting is better than it was, which had been an aim but I hadn’t guessed how very much I would feel it would help me.

You can very easily argue that there are other things I could put the effort in to, but I don’t think you can argue that writing effort is not being made. Or that things are happening because of it.

Which all gives me encouragement just where I need some.

It encourages me because there are other things I have put off, there are other things that I want to write, other areas I want to write in, other failings that make me angry at myself on the hour and the half-hour. There are areas where I feel both that I am starting from scratch and that I should have started a long, long time ago.

Can’t do anything about what I haven’t done, but I can pull my bloody finger out and make these new areas be part of my normal working life.

More cents than money

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Yesterday my YouTube series 58keys qualified to earn money. You need over 1,000 subscribers and overall people must have watched more than 4,000 hours of your videos in the last 365 days. It’s been quite tense this week as I’d near the magic total one day, then the next it would drop back because another 24-hour period had ticked by.

But now it’s over the 4,000, the bells have rung, the lights have flashed and I am in the start of a long process that will see me registered to rake in cash. As best I can calculate it, I can look forward to 55% of $3 for every thousand views I get in the future.

My most popular 58keys video has had something like 8,000 views. In nine months.

Tellin’ you, raking it in.

Just to be clear, I don’t understand at all what really constitutes a view in terms of whether YouTube will hand over money. I think you skip as many YouTube ads as I do, but I’ve no idea when that still counts and when it doesn’t.

Doesn’t matter, not really. It’s not like I’m expecting to run a media empire.

The difference it will actually make, I believe anyway, is that YouTube will promote the series more. That’s always an aim, to reach a bigger audience, and I’m doing it through writing. I present the videos, yes, but I script almost all of them. So since the end of January 2020, I have written about 70 short scripts and they’ve all been produced and they’ve all been watched by someone. Strangers have watched.

Actually, I can tell you this even as it entirely confuses me. It’s true that my most successful video has had 8,000 views, and it’s also true that most range from 200 to about 1,500. But still, YouTube tells me that in the last 365 days my videos have been watched by 49,669 people.

I have to assume 45,000 took one look and switched off, but let’s not go there.

Fifty thousand viewers, however briefly, is simultaneously big to me and I realise also small too. But I’ve profoundly slowly come to realise that what satisfies me is thinking of something and making it happen. Seventy episodes, an unbroken weekly run with some extra specials, fifty thousand viewers.

And my writing is better because of them.

That’s the thing, that’s the difference. Writing does not have to be read or seen, but when it is, I think writers write better. Certainly I do. It’s partly from direct things like comments from viewers, which have seen me doing more visual gags than I realised I was capable of.

But chiefly it’s just the focus. Each week, one video, thought of, written, made, and then seen.

So as small time a YouTuber as I now am, please raise a mug of tea with me to mark the occasion.

Possibly as well to commiserate that yesterday was also the first year anniversary of my finishing the hardest drama script I’ve ever done and it is not one pixel closer to production. And to mark that thanks to BT, I am without internet and I’ll be writing on a website today using the same tin can and piece of string tethering connection I’m using to talk to you.

Learning a lesson from writing 50 scripts

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I think it’s 50. Today is the one year anniversary of my 58keys series on YouTube and it has 57 videos, of which I’m pretty sure the majority were scripted. Call it 50.

While we’re calling it, and as I want to build up some suspense over what this one great lesson is that I believe I’ve learned in the last year, let me call some more numbers. I’ve produced 57 episodes for a total of 13 hours, 1 minute and 54 seconds of video. Some 27,613 people have watched for a total of 2,236 hours and I have 781 subscribers.

Yes, if you look at the first episode and compare it to the most recent ones, you can tell which is better. It’s not as radical an improvement as I’d expected, mind. But I’m choosing to believe that this is because the early ones were fine, not that the later ones aren’t.

There were also something like 7 pilot versions. We will not speak of that again.

Oh, except that there was a lesson I learned from the pilots, which isn’t the Big Overall Writing Lesson I want to tell you about, but I think was still pretty big. I spent ages, like two minutes out of the ten, in the pilots of 58keys explaining who I am and why I believed I could make a useful series for writers who use Macs, iPhones and iPads.

The lesson I learned from that part was that nobody cares and nor should they. If I talk utter rubbish, then having a track record doesn’t make it right. Concentrate on saying something useful, that’s the job, that was the little big lesson from the pilots.

Whereas the Big Overall Writing Lesson from a year and something like 50 scripts is this.

Get on with it.

Writing half ideas, having stories you never finish, planning to write some day, you know the thing, there’s no point to it. I found a scrap of video I’d shot around ten years ago when I first had the idea to do a series. It’s not great. It’s not bad either. What it is, is a decade old.

Similarly, I like the title sequence in 58keys but I shot that whole thing around August 2019 and didn’t start the series for another five months.

Have an idea, then make it happen. Write the idea now, this minute, and if it’s rubbish, write something else.

Mind you, if it’s brilliant, save it and then still write something else.

Incidentally, the fastest I’ve ever done an episode of 58keys –– I mean from idea to edited video uploading to YouTube –– is 90 minutes. The slowest is four days. And so I did also learn this: if you want to write it, you can find the time.

It’s just a number

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Listen, it’s my birthday so surely I am allowed to do anything I like –– and I’m 55, by which time I should surely be expected to do anything I like. I have no problems with the concept of birthdays, I’ve nothing against being an adult and making my own choices. I just have the single most enormous difficulty knowing what it is I like to do.

I mean, hello. I’ve been looking forward to nattering with you so that’s a huge tick in the Like column. Other than that… I’m about to have croissants and pain au chocolat in a late breakfast with Angela. That’s rather good, each word of that is pretty excellent. But it does remind me that I haven’t done today’s French lesson in Duolingo.

What do you do to relax?

I think I’m fortunate in that I’ve managed to make everything I’ve ever been interested in become part of my job, at least partly, at least tangentially, at least sometimes. But when I finished working last night, I shut down my Mac and stared at the screen for a bit, wondering what to do next.

Speaking of the Mac, I should say, a thing I definitely like doing has reached a little milestone of its own. I have this YouTube series called 58keys, which is for writers who use Macs, iPhones and iPads – ah, you know how YouTube loves a niche – and it recently crossed 500 subscribers. There’s a competition in this week’s edition which has now seen it cross 570 subscribers, so that’s also pretty enjoyable.

The competition, by the way, is to win a year’s subscription to Setapp. That’s a kind of Mac app equivalent of Netflix: you pay one monthly fee and get full use of 200 or more apps. I’ve written about it a lot, recommended it often, and the company agreed to let me give away two of their subscriptions. That’s been fun.

I know we’re friends but you are still allowed to enter because the two winners will be chosen randomly through some software thing. If you read this before midnight on Friday 27 November, 2020, off you pop and have a look.

Oh, grief. I just went to search for that link and one of the results that came back was “William Gallagher obituary”. Well.

Anyway.

So, that’s a YouTube link that I Googled and it’s about Mac apps. Even stepping away from the keys, this appears to be something I like. And I do: I cannot explain why, but I do find it engrossing and satisfying to use great software tools to make something. I think it’s the making, I find if I’m required to learn some app then it’s an impossible slog until I actually need it to make something and then I’m off, I’m flying.

It has been pointed out to me, gently but firmly, that I can spend more time fiddling with writing software than I do actually writing. Can’t argue with that. But I offer that writers are the people who do anything they can to avoid writing.

Plus I mentioned that this was my birthday and that I’d crossed 500 subscribers to that 58keys series. What I didn’t say is that this week’s special is the 58th I’ve made. It’s not the 58th you can watch, there were a good seven at the start that no one will ever be shown ever again, plus I’ve some Christmas ones ready to go. But on my 55th birthday, the 58th edition of 58keys crossed 500 subscribers.

It’s like I planned it. What I didn’t plan was that, I promise you, my writing has improved. I find I can write my own dialogue, I can write my voice, and I learned it from filming myself and wincing a lot.

I’m going back to work, aren’t I?

That’s what I’m going to do with my birthday. I’m going to work. But I will enjoy it, so. Let’s you and me have a tea and a croissant together first though, okay?

Writing by numbers

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I know I stole this thought from somewhere, but for the longest time I’ve felt I sit right on the edge between arts and technology. That’s nice for me. And actually, yes, it is. I get to write scripts and drama, I get to use tools that help and excite me, I also get to write about those. Typically where these two spheres meet, I get to have a very good time. But not always.

This week, I got an email on my iPhone from a company championing music technology over the arts. Not with the arts, not for, but above it. Use their music system and you will know –– this was the selling point, you would actually know –– that your song is going to be a hit. Or not. And if it isn’t, you therefore know to throw it away and do something else until you get it right.

I think this is obviously wrong all round. I’m minded of David Cameron, who apparently once told British filmmakers that they should only make successful films. I remember going a little pale. I don’t know anything about, say, the UK’s legal agreements with the EU, but I’d ask before I decided I knew best and broke them.

At the time, it was a sobering and slightly scary thought that someone running the country could be that, well, let’s cut to it, stupid. Now it would be a bit of a surprise if they weren’t.

There was a little more, though. Cameron specifically referenced The King’s Speech, the tremendous film written by David Seidler. This is a film that was a worldwide success, absolutely, and a deserved one. However, it was also a historical movie about a rich man most of the world hasn’t heard of, working his way up to making one speech. Of all the people needed to make that film happen, you can be certain that every one of them did so because the script was great, not because they really thought it was going to be a blockbuster success. “Hold off on that Batman project, we’ve got this now.”

If Cameron thought at all – and he appeared to spend more than a chance second on it so again how stupid was he? – then what he thought was that it was possible to know what would be a success. You know what films have been a hit before, make films like that. I truly, truly cannot fathom a mind that would think that, then point to The King’s Speech, and say ta-daa, that was a hit because all obscure historical movies with no action always have been.

This is all crossing my mind as I’m in my kitchen, reading this email from a firm that wants me to write about how musicians can emulate previous hits and never have to create anything new at all. That’s a firm who knows what listeners want. And why musicians write.

I am far from being against mixing technology with music. If I were a musician, you bet I’d be hands on with Logic Pro to master my album. And just now, just before you and I started nattering, I was listening to Francisca Valenzuela’s fantastically powerful Flotando. I was listening over AirPods and it was as if the room were full of this wonderful, enveloping Chilean music.

I offer, though, that while I listened over technology, and it was a free track of hers on iTunes ten years ago that got me to try her music, there’s nothing else. Nothing in my listening history should trigger any algorithm to think oh, yes, let’s play him Chilean pop music he won’t understand and is by an artist who has never charted in his country.

Any sane algorithm, any informed analysis of my musical tastes would do the opposite, it would skip Francisca Valenzuela entirely. And I would therefore be missing out on a decade of music I relish, plus right now a song that –– it’s true –– I don’t understand, but which fills my chest as much as my ears.

Then there is this. This isn’t the music technology’s fault, they couldn’t know that I’d be reading their email on an iPhone. They might have guessed, mind, since the iPhone is –– literally –– the best-selling product of any kind in the world, ever. And if you don’t have an iPhone, you have an Android phone.

So take a look.

Apple vs Samsung count image

That’s a court image from a legal case between Apple and Samsung, but it’s broadly illustrative. What I’d suggest is that it would be much the same if you changed it from just these two companies and into a larger chart with every phone from every firm.

It’s night and day.

Nothing looked like an iPhone before the iPhone. Everything looked like the iPhone afterwards.

The phone in your pocket, the phone you use a hundred times a day and now feels part of your life –– whether it’s iPhone or Android –– is the way it is, is the use it is, because of that 2007 iPhone launch and its success.

In 2007, though, and also 2008, 2009… Apple was mocked for the iPhone. They were mocked for every part that was different to previous phones, such as how they don’t have physical keyboards. Literally laughed at. Everyone was focused on what had been a success in mobile phones and everything Apple did that was different, was therefore wrong.

I’m suddenly minded of something totally different. I remember a series of columns in Radio Times where the writer, a key figure on that magazine, regularly moaned how every TV drama was exactly the same. She had a point, she made good points, then she blew it. Because one week there was a drama that was different and she criticised it for not being the same.

Not every new idea is going to work. Not every new idea is good. This week the short-form video service Quibi shut down and I don’t miss it in the slightest, I didn’t like what they did, but they tried something new and they didn’t try it based on what everyone watched yesterday.

I love technology but I also have exactly no interest in technology. What I love is what it enables. You and I get to talk like this because of technology. I deeply love that having now made fifty YouTube videos, I can see how much tighter my scriptwriting is. I profoundly love hearing someone laugh and knowing it was because of how precisely I positioned a shot in the video, I mean how I put it at the one moment, the one frame, where it would be funny.

No question, whatever my comic timing is, it’s informed by everything I’ve watched and read and heard before.

But I am never trying to be like anything I’ve seen before. I think the real problem this music technology firm has is just that it’s completely wrong. The aim of a musician, of a writer, of an artist, is not to produce something that makes cash. We want that, we need that to survive, but if your sole purpose is to make cash, there are a lot easier ways than writing.

I write to find something new. Everything you create, you do to find something new. Now if only we could get Hollywood to work the same way.

No idea

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Oh, go on, let me do this. I had a Serious Writing Topic that I wanted to discuss with you, but it is you, it’s just me and you, let me tell you something else that I think you’ll recognise. It’s the way that you get an idea you think is good but actually you have no idea how much work it is going to take you.

I have a YouTube series called 58keys, it’s about 30+ videos so far and all for writers who use Macs, iPhones and iPads. Fine: I like doing it very much, I’m getting gorgeous reactions, all is ace. Except a week or two ago, I had an episode ready to go and decided to pull it.

There was nothing wrong with the episode but I’d made it especially to be relevant to people who listen to a podcast called The Omni Show. That’s a surprisingly happy little show about the company that makes various particularly great software tools that I rely on daily. Hourly. They invited me on and after the recording, I made this 58keys episode about the especially particularly great To Do app OmniFocus.

Only, their interview with me didn’t air when I expected. It has now aired and you can hear it and it was a lot of fun, but it didn’t come out on the day I thought it might. So I decided to hold off on the relevant 58keys episode. You’d have done the same, I know you’d have done it and found that so obvious that you might even have bothered to complete the thought, you’d just do it.

But this meant I had no 58keys episode.

With 90 minutes –– honestly, I think it came in at 89 minutes –– I had thought of a new episode, written it, filmed it, edited it and uploaded it to YouTube ready to go. That was a nice feeling, that rush of creativity, and that episode did very well for me.

But no good idea goes unpunished. I ran that episode, then the next week when The Omni Show was out, I ran my OmniFocus episode –– and realised that I really, really had to have a second one about that software. It’s that useful, there is that much to say. And this is where I got the idea that I have since spent thirty hours on. That’s thirty hours. Twenty times longer than the previous one took.

I don’t think you do or should care how long I spend on anything, just as I don’t think either of us should especially care how long any piece of work too, how much effort it did or didn’t take. The end result is all that matters and actually I am now very pleased with it.

This 58keys about a software app that you may not be using, may never have heard of since the last time we had coffee and you foolishly asked me what I was up to, certainly had the potential to be dull. It also needed to be quite long in order to cover everything. Long and dull. For some reason I didn’t fancy long and dull.

So I did what any drama fan would. I turned it into a fight.

If you watch, you’ll see a four-way Zoom conversation with three of me visibly not liking each other, and a bear just staring at all of us. This might be something I should say to a therapist before I admit it to you, but I appear to really, really like arguing with myself like this, I deeply like disliking myself. Plus I got to do it in a form that was half Zoom, half more like a certain TV thriller.

There you go. Instead of long and dull, I made a thriller. Or at least I tried to: you’ll have to judge it.

I hope you enjoy it, I know you would’ve done it differently and that this could very well have meant you did it better, but you also recognise this part. Once I had the idea, I was committed. Ten hours in, twenty, I might dislike the idea and I might have gone off the jokes that I’d now heard six times, but I was committed. When I realised I’d made a small mistake and needed to entirely reshoot a whole segment, I could’ve held back a little tear, but I could not stop myself getting out the camera and the tripod again.

There are parts of this video that are literally four or five pixels big and you cannot, just cannot see why I needed to do them. But I needed to do them.

Because we do. I was working with 20 or so writers, musicians, journalists and actors earlier this week and we might have all wished for the regular salary of a regular job, but we all knew exactly like you do that it takes unreasonable, unjustifiable, uneconomic effort to pull off an idea.

And you also know how I’m feeling right now. I’m a bit conscious of some other pixels I would like to change now that I’ve seen it all on my living room TV set, but I’m also deeply glad that I did it. Deeply glad that I got a laugh from Angela at just the right place.

And somewhat less glad that I now have to think of something to film for next week’s episode.

Time is a commodity, watchtime doubly so

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Oh, give me strength. I have been obsessed with time as a writer for my entire life – you can see that theme in just about every fiction I write. And I’ve been panicked about time for just as long – I may even be chronophobic, I’m so constantly anxious about not having achieved anything, not being ready, not being good enough yet in this frustratingly short lifespan we have.

And now I’ve only gone and found a new time to think about.

It’s called watchtime, perhaps you know it already.

My 58keys YouTube series has six episodes, totalling 58 minutes and 31 seconds, so far. A few hundred people have watched, which is great, and reportedly they have in total watched 22 hours of it. Actually, 21 hours and 58 minutes.

Compare that to the millions of hours of watchtime other shows get and it’s rubbish. Compare it to the zero watchtime hours I had before I made the show, and it’s amazing.

And if you do what I appear to be doing now, it’s dizzying. I think about that watchtime, I check it a lot, but I also think about the individual running times of each episode, I think about when I am or am not using that time well, I’m thinking about the watchtime compared to how long any one or all of the episodes have taken to make. I’m thinking about the next two episodes which I finished last weekend and will publish in one and two weeks. I’m thinking about the social media that I wrote when I finished each episode and is currently scheduled to automatically post when the show is published. I’m thinking about when the best time for all of this is.

Watchtime, calendar time, production time, durations, time of day, day of week, time as a commodity and a tool, time it takes to edit, best times to shoot because of the lighting, best days to shoot because I’m not committed to something else but I am also not so knackered that I’m incoherent, time as a barrier – I’d like to be further ahead with episodes but that takes time I haven’t quite got yet. Plus I really need to fit in a haircut.

All of this time has a shape. I’ve got an hour of 58keys now, but that’s split across six videos. When you’re doing an actual hour, one 60-minute something, you’re thinking about the top of the hour and the bottom, you’re thinking about what works at the start, how it must end, you’re shaping the minutes. I am doing the same with these 8- to 17-minute episodes. (I worried so much about the 17-minute one being too long, but it’s by far the most popular episode so far. By far.)

Nobody watching should ever think about this, but when making it I am deeply conscious of every second. I’m not saying I’m any good at each second, I’m telling you I lie awake at night deciding to reshoot whole episodes because I can convey the information better or at least faster.

And my favourite part of all this so far is video editing. Sitting in front of Final Cut Pro X at midnight, looking at one minute of me talking, comparing that to the episode’s duration so far, and realising that with a single cutaway mid-sentence to something else, I can ditch 45 seconds of me and make the world a better place.

So now there’s real time, there’s me sitting in the dark, and there’s the duration of the video as recorded, the duration of the video as edited, and all these minutes of trims taken away from it.

In the olden days, thousands and thousands of years ago, there was when the sun came up and when the sun went down. Now there’s all this.

Look at what we do. Look at how much we try to wedge in to our days, and how much we can treat time as this product we shape and sell. And yet there isn’t a single thing we can do to make even one extra second of time.

I could grow an ulcer from how much I worry about time and it isn’t funny that the obvious solution is to take some time off.

That ending explained

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I’m going to say one thing and know for certain that you will instantly realise that it’s really about something else entirely. Except this isn’t because I’m an amazingly talented writer, that I can so brilliantly convey truly fine subtlety, or even that you and I have this connection that we do. Rather, it’s a mistake.

It’s a case of one thing being on my mind when really my mind has been on another thing.

Follow. For months I’ve been grumbling around every six to twelve days as YouTube recommends some video or other with a title like “That Cinderella Ending Explained”. It feels as if you could name any film and someone has made a video explaining the ending.

This initially narked me because the film endings being explained were trivial. “Contact” doesn’t need explaining. “Arrival” invites thought, but it doesn’t need a teenager starting an explanation with the words “Wassup, guys”.

There are films I’ve left thinking about, but I rather like that. There are films I’ve not understood, such as most Bond movies, but that’s not because the plot has left be befuddled. I did struggle to understand why Star Wars: The Force Awakens was a remake instead of a sequel and in that precise example I also did wonder a lot about why the loos were so far from the auditorium.

I think the thing I’m realising is that I’m okay with not understanding the ending of something.

I get it or I don’t, I might be intrigued into pondering it, I’m never going to watch a video.

As I write this, we’re about 30 minutes from the end of the UK being in the EU and it is a fucking calamity. But I need to take a telling from myself and even though I don’t get it, I shouldn’t ponder it or watch a video. No “That Brexit Ending Explained” is going to make me understand a country shooting itself in the face.

Told you I’m not a subtle writer.

Take care, eh? I hope to see you soon.

Skip

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I’m not sure now whether it’s my age or just the age that we live in. But really often, I’ll start watching something and there will be an advert first, with a countdown. We never used to have countdowns or progress bars, but now we do and typically it says something like “your video will play in 10 seconds, 9, 8…”

And I’m exasperated at having to wait six more seconds.

I mean, I know I’m busy, but now five seconds, four, come on.

Some ads have to be played to the end –– and actually, if you’re on YouTube, for instance, the YouTuber only gets paid if the whole ad is seen –– but others do have that skip feature.

“You can skip in four, 3, for god’s sake how long is 2, 1…”

Back when we had terrestrial TV but DVRs had come in so that you could pause live television and then fast-wind through the ads, I thought advertisers missed a trick. Someone, surely, should’ve done an ad that only made sense when seen played at 20 times normal speed.

But today’s advertisers have caught on. They know you’re going to skip, so they front-load the first six or ten seconds of the ad with the best bit they can.

The first ten seconds of an advert are now like a pilot episode of a series. They come in fast, establish the characters, make their point and hope that you want to stick around for the next episode or, in this case, the next twenty seconds.

And just as with TV pilots, you’re now seeing a range of approaches. There’s the big, splashy, look-at-me flashy advert. But over time, we’ve started to get ones that are more slow, subtle, and gently seductive ones. And the ones that will stop me tapping on Skip tend to be ones with characters talking.

Both TV drama and adverts need to get your attention and then they want to persuade you to do something. With drama, it’s to keep watching and please come back for episode 2. With adverts, it’s stop watching videos and go buy something.

Adverts are meant to be a punch to your attention and drama wants to move in with you. But in both cases, I think there’s friction between grabbing your eyes and then keeping your brain.

And – this could well just be me – I think in both cases the makers get one shot. I could be wrong, and I may be unfair. Especially as at the moment I appear to be being hounded by ads for SquareSpace and I’ve been through the stages of shrugging, harrumphing and on into thinking I might look into them the next time I do a website.

But usually, if I’ve skipped an ad the first time I see it, I skip it every time.

And it’s exactly as hard to get me to come back for the second episode of a show. I understand, for instance, that Luther is a good series, but it lost me on episode 1. Maybe you remember the show better than I do, but I recall there being an impossible crime and if was ever even solved, the real conclusion was that the person who did it is an incredible criminal mastermind of evil.

But I’m sitting there thinking even I could’ve done that exact same crime and been back home in time for lunch. That meant the criminal mastermind of evil wasn’t much cop and the lead police detective character was no cop.

I’d have kept watching if that had been deliberate, but I was supposed to admire both characters and so I simply never watched another minute.

Grief. That was ten years ago. I just looked it up to see how many episodes I haven’t watched – 19 out of the 20, as it happens – and the first one aired in May 2010.

Who could’ve imagined even a decade ago that today episodes would also end with “Next episode begins in 10, 9, 8…”?

As I write this to you, the next Self Distract is in 606,300 seconds. 606,299. 606,298… You could kill a few seconds by joining my new mailing list or perhaps by buying one of my books or Doctor Who radio dramas. I’d be fine with either.

Surprise and Demand

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Last night I was laughing at the script to an episode of The Detectorists. Really shaking, weeping, guffawing. This kind of couch behaviour gets noticed when someone else is trying to watch The Doctor Blake Mysteries. But then it leads to information in the many ad breaks on the Alibi channel.

Toby Jones co-stars in The Detectorists and my wife Angela Gallagher, who has the most amazing knowledge of casts, told me that he’s just become patron of Claybody Theatre, the tremendous company founded by Deborah McAndrew and Conrad Nelson.

So far this is all current, topical, present-day stuff but then she tells me that Toby Jones is the son of Freddie Jones and I am instantly right back to the mid-1970s when I was a child watching him in The Ghosts of Motley Hall by Richard Carpenter.

You’ve had this, you’ve been thrown back to something and doubtlessly someone watching Motley Hall at the time was drawn to remember seeing Freddie Jones in 1967’s Far from the Madding Crowd.

Only, that 1970s viewer being reminded of a 1960s film could do nothing more than be reminded of it. Whereas no sooner than Doctor Blake had saved the day than we were actually watching the first episode of The Ghosts of Motley Hall.

It’s far from true that any film or show you can think of is available for you to watch immediately, but it feels as if it is. Last week I bought the first seasons of St Elsewhere and Hill Street Blues. Earlier this week, a friend was looking for recommendations for something to watch before her Amazon Prime trial ran out and I spent an hour trying to find the name of something I’d relished on it.

An hour.

It took forty seconds to go from Doctor Blake to a 1976 episode of Motley Hall but an hour to get a film –– solely because I couldn’t remember its name. Even when I did find it and I did recommend it to my friend, I knew I’d forget the title again so I just bought it on iTunes.

That was Your Sister’s Sister by writer/director Lynn Shelton and it is more than worth the hour I spent looking. Not only because I relish that film and have just watched it again, but also because my prodding searches online for what detail I could recall of this film also turned up a movie called My Girlfriend’s Boyfriend. Now, I know that movie under another title, Boyfriends and Girlfriends, and it’s one I delight in that’s written and directed by Eric Rohmer.

We are at the stage where a stray recollection is instantly satisfied. Where a small whim is filled in a thrice. And where to find something to watch, you no longer use Radio Times, you use Google.

It makes my mind split in two different directions. One is to think that who has time for broadcast telly any more? Television is like a delivery mechanism now, it’s a way of getting Fleabag ready for us. Television and film have become the libraries we dip into instead of the live, shared experience it was.

I can’t help but lament how everyone, simply everyone, watched when André Previn was on The Morecambe and Wise Show. Yet I can’t help but adore the fact that everyone, simply everyone, can watch that segment right now.

Well, that link is to a site called Dailymotion which currently thinks that after watching a 1971 Morecambe and Wise sketch I will want to see Miley Cyrus topless. The internet, eh?

And, well, there isn’t half an issue about the rights to this and all these creators not being paid while sites are getting ad revenue from showing them. That’s enormous. I bought My Sister’s Sister, Boyfriends and Girlfriends, Hill Street Blues and St Elsewhere but if Motley Hall is available to buy, I don’t know because I just saw it on YouTube.

The other direction my mind goes in, though, is this. Motley Hall was 43 years ago. When Peter Tork died recently, I watched the first episode of The Monkees and that was 53 years ago.

Imagine being back then in 1966 and able to watch anything you liked from 1913. Or living in 1913 and being able to watch something from 1860.

We have an unprecedented, unimaginable, incomprehensible ability to instantly taste our own culture as it was during the last half a century. Well, okay, we’re all chiefly locked to our own nation’s culture: it presumably is possible to do the same and watch any film from, say, India’s last five decades but I don’t know how to do it and those movies would be a sea to me without any markers or references or memories.

And of course this ability is locked to films and television, occasionally some radio. It only shows you what was being shown, it doesn’t really take you back in time. Except that of course it does: The Ghosts of Motley Hall has an innocence I can miss and a slow pace we lack today too.

Equally, On the Buses is about to be released on DVD for its fiftieth anniversary. The only thing more certain that this show captured its time is that I ain’t going to watch it.

We all make things for now, I don’t think anyone makes drama or comedy with much of an eye to the future beyond possible sales to different broadcasters and platforms. Yet this is mass of visual work is making me conscious both of how anything I make must be unconsciously imbued with the time that I make it –– and of how we must surely run out of room some day.

Maybe we’ll have to move to Mars just because there’s no more space to store all the episodes of NCIS.

Or videos of Miley Cyrus.