The previous post was an effort to recollect and reflect on the changes that have happened in media landscape during the past few years. Eventhough some of the consequences of communication technology evolution could be considered negative the point was really just to recognize the state of things. There is definately no reason to loose hope. The evolution will continue and a phenomenon called social media may have the power to disrupt the state of things in many new ways. Furthermore there is whole lot to do to adapt to these latest changes. Let’s get to it!
The barriers to entry in video communications have fallen. Almost anybody can post video taken with their phone on one of the video syndication sites. As the number of potential publishers rises there are new forces that start taking effect. Competition is fierce in an environment with huge number of substitutes. Currently the dominant video service operators attempt to tie customers to themselves and make switching service providers complicated. This strategy is bound to fail. The same events have been seen unfolding in the more traditional text-based web services.
Early on as the web was young it was the early adopters that caught the traffic. As more content became available it was harder to choose and need for effective searching became evident. Later as big masses moved in pre-existing entertainment brands (channels, studios etc.) took control, but now the usage seems to fragment again. Blogs are a growing medium starting to challenge the traditional players. Aggregation of content from multiple sources seems to be the key to success for the time being.
Successful aggregation relies on scaleable service customization and accurate prediction algorithms for making recommendations. It is time for information technology to rise up from being in an auxialiary role to a more predominant position in creative interaction. It is no surprise the field of business intelligence is in a state of tremendous growth. Responsiveness will be of paramount important as it will be risky business to learn the right ways to navigate this fickle new landscape. New players will be entering the pitch all the time trying to redefine rules of the game.
Players need to really put effort on making it more easier to find suitable content for each viewer. This will require using data mining techniques to find out the hidden networks between users. There are different interactions such as friends, fans and foes that can be digged out of access data. The same principles will be true for automated video services as well. Privacy is naturally important, but if a service provider can prove to be trustworthy and can provide real value most people will be willing to share their experiences.