Tipping Point
By Neil Dodds
24 April, 2006
Hard to imagine we know, but for some commentators, online media hasn't yet reached its tipping point. It's coming soon, at least according to ITworld, which lists ten reasons why 2006 will see the online media dominate the mainstream.
1. Free media sharing sites, which allow users to upload videos, photos and music have become the hottest story on the web. Big media will stop pondering how best allow video uploads and jump in where nimbler small companies are leading.
2. Producers of new radio shows or even television drama aren't bothering with broadcasters anymore - why should they, when shows can be delivered straight to desktop or iPod?
3. Video blogs are reaching big audiences - and attracting decent advertising money. The top "Vlog", Rocketboom, gets 300,000 views a day and sold a week of advertising for $40,000.
4. Online media formats are taking over marketing plans for the year - everything from sponsoring podcasts to video advertising will be targeted in 2006.
5. Big media, including the BBC, has discovered that creating online content builds loyalty for its shows: Look out for more programming on the internet.
6. And the end point of the last point? 24/7 broadband TV networks. Discovery has one, Disney is planning one, Fox hopes to join in soon too. The New York Times is looking at ways of expanding its video offering. Hopefully newcomers won't be far away.
7. Of course, advertisers won't be slack joining in: ITworld reports that Land Rover - the car firm - has its own channel, which works out quite cheaply compared to advertising options: "becoming an Internet television station is a fraction of the cost of many broadcast advertising options, it provides a targeted audience and is very measurable."
8. Podcasts and Video blogs are moving mainstream, with even PBS and the Pentagon releasing content on the "new" formats.
9. Forget the internet emulating TV: People want TV to be more like the internet. Even though most families would prefer to view shows on the telly rather than on their PC for now, they want net-style downloads on demand and user options.
10. And this could lead to Internet video eclipsing television very soon. Video-on-demand is the key here: Will networks be willing to provide it?
With even the Economist describing new media's latest stage as a revolution comparable to Gutenberg's, it's clear that 2006 will prove an important year in what is likely to be a change taking place over decades. Which of the above is a fad, and which offers a solid foundation for future practices? We hope to examine and follow the trends over the next weeks and months.
(Hat tip: Cyberjournalist)
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