How Will People Find What They Want to Watch?
One interesting tidbit I wanted to share from a panel I moderated on Tuesday at the NAB Futures Summit...
We were talking about how people will discover content in the future...how they'll find things to watch.
Josh Goldman, a partner at Norwest Venture Partners in Silicon Valley (and formerly CEO of Akimbo, a set-top box company), suggested that there will be three modes of content discovery:
It's a good list...but I wonder if one thing is missing. Won't advertising that suggests you ought to download this new movie, or that new TV show, still be a way to drive people to content, at least for content producers with big bucks?
We were talking about how people will discover content in the future...how they'll find things to watch.
Josh Goldman, a partner at Norwest Venture Partners in Silicon Valley (and formerly CEO of Akimbo, a set-top box company), suggested that there will be three modes of content discovery:
1. Social (a friend tells you about it -- in person, via e-mail, through a Facebook-like site, etc.)
2. Algorithmic (some piece of software leads you to it, whether its a search tool like Google or a "personalization engine" that roams the Net looking for stuff that might fit your interests)
3. Editorial (a Web site, blog, magazine, or other publication reviews or recommends it)
It's a good list...but I wonder if one thing is missing. Won't advertising that suggests you ought to download this new movie, or that new TV show, still be a way to drive people to content, at least for content producers with big bucks?
Labels: content discovery, Josh Goldman, marketing, NAB
posted by Scott Kirsner at
11:18 AM
8 Comments:
Not only will advertising still be one of the ways we find content, it will often be indistinguishable from the other three approaches. Social networks, search engines, and editorial content--all three will be influenced by ad dollars and sponsorships. They already are.
Your friend's recommendation? It was influenced by a social network seeding agency. Search engine listing? The content provider paid to get the listing at the top. Editorial content? A perfectly crafted press release influenced your media person, and your favorite blogger was given a "sneak preview" as part of a media junket.
In the end, you probably won't care anyway, because you found the content that you REALLY wanted--and loved every minute of it.
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