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May 27, 2006
WWWaiting for the web to make good...
Here’s some stuff that I’m waiting for regarding the internet:
1. More use as a primary delivery channel for video and audio content.
I applaud the decision by Fox to start to deliver prime-time content over the web. Look for a lot more of this. The old television broadcast infrastructure has a bull's eye on it's forehead. It was built for a different time.
2. A true celebrity to emerge from the internet.
Right now our celebrities are created from old channels i.e. Hollywood, fashion magazines, big record labels, and are generally born by buzz generated from the established marketing machines.
I heard a great definition awhile ago that "a celebrity is someone everyone knows."
To date, I can't think of a single instance of someone that has emerged as a celebrity into the middle of public consciousness that originated off the internet. This will only happen as more entertainment is delivered primarily over the internet.
The only possible exception to this (and it's not the most lofty) is Paris Hilton. I simply don't think she would be as well known were it not for the porn video that was circulated on the internet.
I'm crossing my fingers for something a little more laudable.
If anything, look for the emerging niche "micro-celebrity". Someone that a lot of people know, but not everyone. Best example in current terms, a really good college band - very popular among broad geographical areas but to a specific demo. Great marketing opportunities here for the right brands.
3. Home internet service bandwidth of 25 Mbps commonly available for $50 per month.
This is where it starts to get interesting you can deliver almost any type of content you'd need. At this speed any form of audio, hi-def video, games on demand, and you-name-it all becomes possible.
4. Offline media budgets spends to hit the knee and start to drop dramatically in favour of internet spend.
It's slowly starting but the bulk of the big media budgets still go where they always went.
Boring...
Well, they aren't getting through to me. I'm not hanging out there anymore.
Goodness... who knows... maybe this whole concept of markets of one will actually happen someday.
The truth is, all of this is going to take longer than I'd like and it's only because content owners and infrastructure and quite happy with it the way it is.
Once a new generation of content developers i.e. independant musicians, indie film makers, hot shot podcasters, etc. decide that they are going to deliver exclusively over the web, we might be able to get somewhere with the web taking over as the primary delivery channel for entertainment and art.
Posted by Derek Leverington at 4:25 PM | Comments (0)