It is clear that the media landscape is due for a massive change. As fast as technology has developed, the modern media model has not changed all that much. Television as we know it still consists of having a plan from a cable, satellite, or broadcast company who then creates products — channels and channel packages — for consumers to choose from.
This model has worked well for cable and broadcast companies. But change is coming.
One "agent of change" that is receiving a lot of attention lately is tech startup Aereo.
What is Aereo?
It is a digital broadcasting company that enables you to watch your favorite shows, channels, games from any outlet — TV, PC, tablet, or mobile phone — for subscriptions as inexpensive as $8 a month. They can pick up CBS, ABC, FOX, as well as many of the smaller channels like ION, HSN, and BounceTV.
Why is this important for marketers? Because big organizations like the NBA and NFL are threatening to leave CBS and ABC because Aereo is carrying the games without giving these organizations a cut. Aereo uses antennas to pick up the signals from these big stations and provides them basically for free.
AdLand needs to watch how Aereo builds its audience. With allowing people to watch shows from anywhere, anytime, this can allow consumers to see more impressions, more content, from certain advertisers. AdLand should make sure that Aereo has a friendly demeanor towards advertising, especially if it wants to keep our industry in mind if it is looking for additional revenue streams that won't cost their customers.
All this attention, and it is only in less than a dozen cities. But it has won multiple federal cases against the traditional media giants.
Continue tuning in to Aereo's march against the media elites. Hopefully the plot includes a great space for the ad industry.
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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