Technology & Creativity to power TV Brands of the Future. http://t.co/he4wemLs
Since ultimately, it’s been brands that have financed Television from the first, I’ve long wondered why it’s taking them so long to realize they no longer need the middle man – the networks or channels – because they can take their message directly to the viewer. Mark Pesce set out the basic proposition in his 2005 article Piracy is Good? which sets out the basic Hyperdistribution philosophy: create the advertising content in conjunction with the program so it is sympathetic and integrated, then distribute it as widely and as far as you can, by whatever method works because the advertising message is integral to the program, and – presumably – targeting the same audience, avoiding the “irrelevant advertising” problem I have.