James Macpherson, the visionary who founded Pasadena Now, told fishbowl's Matthew Fleischer that green screens plus L.A. talent equals high-quality productions for cheap:
One great example is the green screen + virtual set dynamic. Formerly the territory of CNN's and ESPN's, now this tool is common.
LA is loaded with talent and knowledge. Our objective is to produce compelling content with highest production value at lowest cost. We are very fortunate that a leading So Cal special effects studio has offered to assist us with technology and the use of a studio.
We hope to present a mix of video styles, from user-generated videos which we curate and edit, to studio-shot programs, to live streamed important civic events.