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"If you want things to stay as they are, things will have to change" -- Giuseppe di Lampedusa

The broadcasters and other participants at the CRTC BDU hearings who are fighting to preserve the status quo had best heed Giuseppe di Lampedusa's words.  And we're not talking little things here.  Major reforms are required to make the system viable -- not just for today but in the future.

The days when TV as we know it will exist as a stand-alone entity are numbered.  Radical changes are required to adapt the medium to be a part of a larger media ecosystem -- the world of Media 3.0.  Let's hope the CRTC looks far enough toward the horizon to see this, even if many of those who are intervening at the on-going hearings aren't.  If the commission and the industry don't adequately prepare for the iminent future, but rather forge ahead with a tweaked version of the status quo beiliving that that will take them where they need to be, they may find, as Gertrude Stein said, that "when you get there, there isn't any there there".

If nothing else, at the very least, the industry and the commission should follow the advice of the inimitable Yogi Beara: "when you come to a fork in the road, take it".


I like your definition for media 3.0 and I have started to notice that aggregation seems fundamental to x 3.0. Of course, rights is very complicated - more complicated that some of the technical hurdles perhaps. Is it possible to have adaptive media and media centric implementation in the cloud with rights encumbrances? With music it is now easier. It is now a wild west, the best music and business models will win - no? If TV does not follow this path, the best TV shows and entertainment will not rise to the top. How do you regulate the wild west? What incumbant would let market forces determine the best? They are down the wrong fork with such momentum, only regulation and incentives to open the market, from production to distribution, can save them.

Yes, for Media 3.0, rights for conventional TV convent will no doubt be much more challenging that most of the technical issues. It requires a fundamental change in thinking on the part of all stakeholders in the value chain. I think it will happen -- but will be a painful process.

I wouldn't underestimate the power of the consumer, though, to drive this change. The music industry was redefined -- not based on any desired by the incumbents to alter the status quo but rather in reaction to consumers who wouldn't play by the old rules.

Likewise, younger viewers (18-34) are tuning out of TV. The industry must radically redefine how they deliver content if they hope to (re-)engage these viewers. If the industry doesn't come to them on their terms, it's the industry that will lose. There are lots of other content alternatives out there and Media 2.x is proving that the consumer doesn't just want Hollywood (or Canadian) big-budget productions by any means.

Media 3.0 will come to pass... and content will live in the cloud... and the consumer will embrace the freedom that Media 3.0 will give them. Whether that content includes conventional TV content or not is really a question of whether the industry and the players choose to adapt (and do so in a sufficiently timely manner). The ball's in their court.

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About this Entry

This page contains a single entry by Alan Sawyer published on April 15, 2008 12:43 PM.

The CRTC BDU hearings - what really matters (VOD advertising) was the previous entry in this blog.

Playback: Broadcasters and BDUs battle in TV Wars is the next entry in this blog.

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