July
24, 2006
Copyright Mediaware Infotech Pvt. Ltd. |
How
does today's broadcaster get the new generation hooked on to his telecasts?
Or a music label reach out to teenagers?
Through the Web, of course!.
New Uses of the Web
Everybody knows that consumers use the Internet to download content.
But today, the Web is increasingly being used for promoting traditional
content channels like Satellite TV.
Take Apple's iTunes & social networking site Facebook.com.
In an obvious attempt to increase traffic to its site, this no. 2
social networking site is giving away free music samplers from iTunes.
A deal which could provide considerable promotion to ITunes itself
!
Or take the case of online video sites like YouTube.com. Among
the millions of video clips uploaded by its members, one can find
clips from live TV serials from channels like NBC, HBO, CBS, etc.
Many broadcasters have lodged strong protests. In fact, NBC had even
threatened legal action. But CBS Network has (rightly!) identified
this as free promotion. Indeed, as long as the uploaded clips
are short, it can be considered as free promotion!
In fact, it should not be long before all sites like YouTube & MySpace
offer such paid promotion "slots" to broadcasters, music labels, bands.
Along with other brands!
Other Signs
Meanwhile, there are many other signs of content creators accepting
the Web.
For example, file-sharing company Kazaa (remember Napster,
anyone?) has agreed to pay a total sum of $115 million to the big
4 music cos. (EMI, Sony BMG, Universal & Warner) - to settle their
old dispute with the Recording Industry Association of America (RIAA).
Or take the case of heavy-metal band Metallica (who had once
sued Napster for encouraging music piracy). Metallica were considered
as "confirmed bachelors" when it came to online downloading partners
! But now all that seems to have changed. A statement posted online
confirms that Metallica is offering its newly released music tracks
on Apple's iTunes. With hints that this may just be the beginning
of a new trend.
But the cake must go to that old hard rock band The Rolling Stones.
According to Reuters, The Rolling Stones plan to broadcast their live
concerts via phone for a small download fee - starting with their
current live concert in Paris !
MySpace.com for the 50 Plus?
As far as the Internet goes, social networking sites are the talk
of the town, today.
With the largest traffic-generating social networking sites showing
no signs of slowing down, it is no surprise that media giants are
scouting around for acquisitions.
Just as it is no surprise to see leading brands like Burger King
& Adidas trying to build online relationships with site visitors
on MySpace.com !
And finally, can we expect new social networking web sites targetted
for the affluent 50+ age-group? The answer to that it seems, is in
the affirmative.
New sites like Eons.com are already focussing on middle-aged
surfers, trying to replicate MySpace.com for the 50-plus !
|
Mediaware Infotech Pvt. Ltd.
The New Mahalaxmi Silk Mills Premises, Mathuradas Mills Estate, Opp
Kamala City, Senapati Bapat Marg,
Lower Parel (West), Mumbai 400 013.
Tel: 6660 2634 Fax: 24923765 Email : response@mediawareonline.com
Mediaware Gulf
P.O.Box No. 182620, Dubai Media City, U.A.E.
Tel: +9714 3681655 Fax: +9714 3688058 Email : m-e@mediawareonline.com
|
|
