Friday, April 13, 2007
Prepare to say goodbye to television being marketed as a "prime time" experience, and say hello to an emphasis on branding and decentralized distribution. Programs will continue to primarily be launched during the 8-11 p.m. hours, but online is where they will be marketed to their fullest potential and become profitable. CBS is the leader so far today in understanding the new world order. CBS is the most aggressive in forming partnerships with the likes of AOL, Joost and Sling Media. Sharing ad revenue with partners and affiliates large and small will take programs from millions to tens of millions of viewers who will share and comment on content. You may have heard about a new show because someone watched it during prime time, but the real money will come from the word of mouth sharing done online. This complicates the ad buying process as agencies will have to track the various options for content distribution. This will also democratize distribution as many more fingers will be in the revenue pie. This is good news for fans, technology companies and small publishers who will have new opportunities to participate in the revenue stream.