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.