The new meaning of programming
» The new meaning of programming | Between the Lines | ZDNet.com
But what happens when broadcast networks start putting up TV shows on the web, like ABC and Fox announced last week. Put another way, what happens to the value and need for traditional media programming when a show is placed on a non-linear medium like the web? Does making a show viewable on-demand negate the need for programming?
Rx Said,
May 6, 2006 @ 12:04 am
El cambio en la Programación que conocemos…
To illustrate where I’m going with this, I’ll provide a very simple example. You’re surfing the net and you come across a very funny video. You happen to have a blog, so you decide to blog about it and include an outbound link to the destination site with the video. I like to call this type of hyperlink to media a “microchannel”, and guess what? What you just did made you a media programmer… just like the ones in Hollywood! Now, multiply this behavior by another 100+ million bloggers and users of social networking sites like MySpace. What you end up with is a growing collective of millions of media programmers developing a massively distributed and decentralized media guide comprised of a gazillion microchannels. Bye, bye TV Guide.
In short, social media is rapidly decentralizing and democratizing the act of programming media out to the edges. As a result, I believe that traditional network programming of channels will be replaced by social media programming of microchannels. So if you can imagine a vast army of uncontrollable media programmers storming the gates, you’ll start to understand why Hollywood is so fearful of the Internet. After all, losing that kind of control is a threat unlike anything they’ve ever seen, and it’s one that goes to the very heart of power in the media industry.