Knowing that revenue for its broadcasting properties will struggle to grow significantly, TV studios have been looking for other means to increase revenues.
An interesting move by NBC Universal shows, from another view, how disruptive this time in media really is. Their new digital leader, Beth Comstock, is now talking with their biggest advertising customers about creating some of their advertisement for them.
This is tremendously significant, especially in it potential to even further disrupt the ad agencies that have already been under pressure from the amateur content creators.
George Kliavkoff, NBC Universal's (GE) chief digital officer said: "The next natural place to use the talents of the studio is with marketers and advertisers."
Comstock added at a TV conference that people will need to "get used to the idea that the media marketplace will be full of contradictions and tensions."
Jesse Chehak for Newsweek
Ad agencies are going to be in a fierce battle for market share in the years ahead as additional revenue streams are sought out by studios. The further problem is that the strength of the studios in creating video products fits into the needs of their advertisers.
This is another space where the middle man is becoming less important and needed.
This is a two-edged sword though, as what will stop certain ad agencies from creating their own programming and providing content to the networks? Those that want to survive just may have to.
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