There is an oversupply of quality content in the world.
Today, not only do the professionals produce content but also so do all of us. For instance, this blog is being written, published and promoted (via Twitter and Facebook and Linked In and via organic search on Google) without Mr. “Content is King” Murdoch.
In addition, to reading rank amateurs like this writer, all of us have access to content from all over the globe. I can watch NDTV a favorite channel of mine from India or read the largest circulation English newspaper, “The Times of India” wherever I have Internet access. Marketers are putting huge swathes of world class “owned content” on line.
And I can go back in time and access the most compelling creative experiences in history or see and understand great pieces of art. Try searching for “ Coltrane” on You Tube or look for “ Saatchi Online” which links you to a cross section of the world’s artists and museums. The greatest novels of the world and the works of Shakespeare or Arthur Conan Doyle are also available for free.
It is not content that is rare. It is not compelling content that is rare.
It is time that is rare.
Who can curate, combine and help us discover this content so we can make the most of our time? Who can get us things at the right time not just in real time?
Thus the content producers of the world instead of being in thrall to Hollywood and New York (which will continue to be highly important) should take of their blinders and look wider and broader.
Look for the folks who help us curate, discover and combine content. In the US it may be Apple via iTunes, Google via its search engine, You Tube and Google Reader, Facebook with its social graph, Twitter with its streams or Amazon and Netflix with their recommendation engines. These brands and firms have greater economic value than the entire “king” content companies.
Outside the US it may be Baidu, Sohu or Tencent in China, Okrut in Brazil and often Google and Facebook and Twitter too.
Producers of content should pay close attention to their platform, discovery and device strategy as the world evolves.
How do they program not just for CBS, ABC, Fox, NBC and the usual suspects but also for Netflix, Hulu and iTunes among others.
And for TPN which is “The Peoples Network”. This is the world of Facebook, You-Tube, Twitter and more.
These are major platforms of today and the future. How does the content get discovered? What is their search engine and social media strategy? And finally how does their content show up in a world of devices like Tivo, Xbox 360, I-Pad and Android Operating System phones.
The economy has improved thankfully. The television market is strong. The traditional content players are strutting about like puffed up ostriches.
Is not your friend.
The “content “ business is forever changed.
It is more global. It is more democratic. It is more live and right time. It is driven as much in Silicon Valley, Mumbai, Shanghai and Seattle as NY or LA or Paris.
Let us all think about the future of content and recognize that it will no longer fit in the containers of the past whether it be the “television network:, “ the music album” or the “windowing” revenue plot of studios.
On the other hand the new tools allow for deeper and different story telling, information sharing and much more.
Think Curation, Discovery and Combination.
Think Platform, Software and Device.
Think broader and deeper.