Change is the most exciting part of media today.
A couple of years ago media was separated by delivery method. You had radio, television, newspaper and magazines. Today on the internet they all converge into well…media.
Newspapers are still hung up on delivery of a printed product and trying to increase dieing circulation.
Television is caught in a world where an outdated network concept is beginning to collapse. The end of networks could bring the end of local over-air TV.
And in radio the ratings service is causing stations to broaden their approach at the very time the audience is demanding something more personal.
Big media companies must change how they view these franchises.
Radio stations, television stations, newspapers and the internet are simply pipeline. A delivery method.
This pipe is no different from what transports crude oil, natural gas or water.
All that matters is the content running through the pipeline. Not the pipe itself.
This should be an ‘ah’ moment for big media. Instead they focus on the pipeline and fixing unfixable problems like newspaper circulation.
Newspapers must now think like radio or television stations by using video and audio programming to supplement their written content.
Television needs audio and radio needs video.
It is likely there will be no actual TV station or radio stations in the future. These will be replaced by a content portal on the Web using the best of all media to communicate.
Most exciting is the ability to narrow the focus and provide very specific content to highly passionate audiences. The day of one size fits all is over.
Audiences can be small locally yet huge on a world wide scale.
The New York Times should be a world wide brand for news content long after the last paper is printed. But they have to stop thinking like a newspaper.
These information portals will offer multiple streams of rich content. They’ll do it on the consumer’s schedule not that of some network.
It is a narrowcaster’s world. We’re seeing the dawn of ultimate customer focus.
Big media take notice while those established brands still matter.
Marshall McLuhan’s theory no longer applies.
The medium is no longer the message. It is simply a method of transportation.