When All Content Is Personalized, Who Needs TV Networks http://tinyurl.com/4rl3b3r
An unusually insightful article ont he GigOm network that summarizes some of the changes that are becoming more obvious:
Over the last week, we’ve seen:
- Clicker has integrated with Facebook to use its data to provide personalized recommendations to new users.
- Facebook, in turn, is pitching pay TV operators like Time Warner and Verizon on its ability to extend those recommendations to their subscribers.
- Netflix is reportedly hiring an engineer that could connect its recommendations service with Facebook data. When asked about this by email, Netflix VP of Corporate Communications Steve Swasey admitted the company’s social networking plans are evolving.
- YouTube rolled out a new homepage to let users personalize the videos they see when they log in.
- Comcast, trying to find a better way to display its channel lineup, is testing a new user interface in one of its markets.
It then goes on to consider the role of broadcast networks when programming is delivered on demand and from many sources. It’s a worthwhile read that concludes with:
So what’s the future of network programming, and how do media companies reach an audience that isn’t tuning in to a certain channel at a certain time? How do they get audiences to watch their shows, when an algorithm is in control of the recommendations?
In a personalized world, there will be more emphasis on quality of content, certainly, and niche content and the long tail will have its time to shine. But there will also be a place for sponsored placement, of the sort we already see on YouTube, for catching the user’s eye. The question is if that kind of placement will be enough to capture new audiences that otherwise might not tune in.
One reply on “When All Content Is Personalized who needs TV networks?”
As I’ve said often enough on my blog, as far back as 2008 (http://bit.ly/h54qWJ), with DVRs, there are no more real networks — other than your own personal network — and no more real schedules. Even I, as an Official Olde Man, no longer know or care what time a show I’m watching was originally on and — except for the horrible watermark/bug, which I no longer pay any attention to — I don’t really know or care what network it was originally carried on.
This situation is amplified with other VOD services and DVD style collections of old shows. Does anyone really notice what network FREAKS AND GEEKS originally ran on. Nope, not so long as we can watch it when we want to watch it.
The broadcast networks have really become nothing more than very large first run distribution channels. They certainly help to popularize new content, but it really doesn’t ultimately matter who they really are.