The overwhelming opinion here is that pay models for media must be radically rethought. Fascinating that this comes from the major networks and rights holders. Free is the name of the game: if it's free, piracy gets bypassed.
We had the Slingbox Marketing VP Rich Buchanan crossing swords with the Major League Baseball Exec VP George Kliavkoff over rights; ;but notably no one was talking about suing anybody. Everybody seems determined not to repeat the mistakes of the music industry.
All this was followed up by an amazing presentation by Jib Jab about how two guys with an idea for online comedy created a phenom that attracts hundreds of millions of hits. Major media companies should be so lucky. They're getting major advertisers now like Anheuser Busch. The irony: isn't that how the big broadcast networks got their start? Remember free, ad-supported content?
I'll have an audio podcast of some highlights available tonight. I'll post details here and at www.ihollywoodforum.com
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If it is advertisers and sponsors that will largely be underwriting the free flow of content across the web (are we speaking mainly of the US market?), that begs the question: what is the future of advertising?
Will advertising as a vehicle to promote sales and build brand awareness closely resemble the television model (with more interactive elements), or will it morph into something completely alien to our prior experience?
Perhaps it will become more like a story? An honest, and interesting story that people can relate to emotionally, and that will also be informative.
Gee, that sounds more like real content, than advertising.
That would be interesting to see…
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