Two recent announcements caught my attention this morning:
Yeah, yeah – so what?
The Web has been eating into television and radio channels for years, so
why are these two announcements so intriguing?
Well, maybe it’s because of all the other little quakes rocking
my TV, computer, radio, tablet and phone. Broadcast is dead. Long live broadcast AND on demand, on any
device, with interactive extras and hyper-targeted advertising– via the Web,
err, TV, I mean desktop, or is that smartphone? Ever watch Fuse
TV or G4 channels? (I love “Movies
that Don’t Suck,” but I digress). These new media channels were designed
from the get go to integrate TV, Web and games (or music) into one. They are
the multi-tasking, multi-device, multimedia and interactive entertainment
platforms of the future.
The digital and broadcast tectonic plates are crashing into
each other with impressive force. Old
school players with worthy content won’t be annihilated, but they will be
reshaped through M&A or content sales if they don’t respond fast enough. Even
old guard CBS launched CBS Interactive
years ago and is leading the charge with CBS
Mobile, featuring mobile games, live chats with fellow viewers and
backstage insights with venerable favorites, like, Abby Sciuto (Pauley
Perrette) from NCIS. Is CBS the “fused, interactive media channel” model
for the Boomer generation or are we all looking for the Bob channel, and Mary
channel and Seymour channel, a la Pandora. Is Google+ the key?
Hulu is differentiating
itself from other “content channels” with original programming. Hmmm… “on demand” must not be enough. Can
they sustain themselves via the “broadcast programming demographic” advertising
dollar? They’ve simply shifted place,
but not product. Google is bolstering
its online advertising juggernaut with Google+
deep profiling and associated business services.
Will it prove too targeted for certain product and service advertisers?
Well – I’m sure you all have your own opinion, but if you
are a marketer and you are not paying attention, it’s time to get ready for the
big. Channels are folding on top of each
other, leaving both a path of destruction and incredible new landscapes for all
generations of media consumers, content creators and advertisers. Are you ready?
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