The End Of Broadcast?

Predictions

from the interactivity-isn't-about-being-spoon-fed dept

As the big media companies continue to struggle to understand what interactivity actually means in an age where consumers are used to getting what they want, even folks at CNN (maybe the writer of this article should talk to the business folks on the other side of the building) are suggesting that the old way of “broadcasting” content is losing out to true interactivity. That is, people aren’t waiting around for content companies to implement “interactive” solutions. Instead, they’re doing what they can do on the internet to make things interactive themselves. Yet, the broadcasters still don’t understand what’s happening. They spend lots of time, money and effort trying to come up with copy protection schemes to keep their traditional broadcast revenue, and they set up “focus groups” to answer questions, while ignoring what people are telling them they want. Obviously, broadcast content isn’t going away any time soon, but it appears that those in charge of broadcasters simply haven’t realized that the ground is moving out beneath them. No one is waiting for broadcasters to provide content to them any more. If they’re not getting what they want, they’re creating it on their own – and that’s a world the broadcasters aren’t used to playing in and don’t seem to recognize.