Musings and notes on the media industry, and related matters of interest including technology, digital publishing and evolution of the Internet and new media. With particular reference to India.
This blog is not a lofty idealist perch. It believes in the business of the media.
(Please leave your comments if possible. It helps)
Here is a piece from Chris Cramer, a BBC and CNN veteran and current Reuters Global Editor, Multimedia, on what social media and "citizen journalism" means to the media. The bottomline: credibility and integrity matter, and profits follow. I agree with a lot of what he says, having worked at Reuters-- with its commitment for some basic principles. But there is a chaotic universe out there and we need more innovations -in products, services and business models.
I have been writing for years now about how online video, Internet streaming and mobile devices will cloud the media, but here is final proof on how confused and confusing the advertising industry and its feeder, market research, have become. I don't even need to understand the details. The simple fact is that confusion spells clarity. Here is how. For close to a century, we have been led by the thumb rules of the mass media
Channel leadership based on high capital costs
Television rating points (TRPs) based on prime-time
Hype based on a little bit of data and a lot of "relationships"
Brands based on broad recall
That era is over, with the Internet and online videos and iPods and all the elements of the Long Tail (including low-investment satellite broadcasts)
Is it any wonder that market researchers are groping in the dark? Stereotyping of the consumer is the illegitimate child of 20th Century mass marketing. That is ending. Rejoice. Now I can have an old man in Mozambique listening to Britney Spears. And I can have a 20-year-old Peruvian teenager liking South Indian plantain leaf meals.