One of the factors that the networks haven't gotten down yet, even though they are trying to move in that direction, is marketing on multiple platforms. Now your first response will probably be that there are tons of shows being offered as video games, cell phones, webisodes and blogs for the Internet.
The key thing that is missing though is that all of these are created for the purpose of driving the visitor back to the network show, whereas the new technology is creating the opportunity to offer content online that is the end of the destination for the viewer.
There are some executives getting it though as some are creating shows of their own now for the purpose of offering it online. One of the big differences, which is appropriate is that they will be offered in smaller time blocks than network television, for example some will be presented in eight-minute segments for internet streaming and smaller chunks for cell phones and iPods. This will attract those who are demanding more for their mobile entertainment.
These demands are being driven by approximately 80 million users between the ages of 10 and 28. These particular users are demanding multiple platforms for their entertainment.
What is offered by these new platforms like ifilm.com and youtube.com are quick delivery and small chuncks of entertainment; quick media snacks.
This is one of the areas that the large networks don't get yet: this is not only a technology shift, it's a shift from programming that is long to programming that is brief and quick. Of course there are still those that will want the ability to watch their regular programming how and when they want, but to look at that as the only piece of the puzzle is not taking in all that is happening.
Who knows in a couple of years what will be considered "network broadcasting?"
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