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How Brands Can Help Content Creators
By: Dwayne W. Waite Jr.
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The traditional entertainment model, though not dead by any means, is quickly losing its grip. Online, digital, and streaming content creators are jumping into the market and are shaking up the place. Different product offerings are proving that consumers are indeed interested in a change in the way they consume information and entertainment.

Look at the streaming realm, for instance. Netflix started out as the giant in the field. Now HBO, Amazon TV, Google's Chromecast, Roku, AOL's On Network, Apple TV, and most recently PlayStation TV, which was just announced, are all positioning to take their audience from one screen to another.

Where will these players find the content they need? Of course, many of them are pairing up with producers and channels, and others have the capability to create content on their own.

But why dedicate that kind of money when brands can do it for them?

Yes, as streaming and creating content continues to get more and more popular, brands are poised to create their own content and provide it to streaming companies. Why not?

If Lexus wants to create mini-episodes about luxury cars or an adventure centered around one of their cars, content providers could run the content as long as they find it captivating.

What do you think?


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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