The Internet Isn?t Just Another TV Pipe

As everyone knows, Facebook schooled the web last week, and expanded its territorial ambitions to the world of media.� Launching with partners in print, music, and video, Facebook?s latest update pushes toward a world where consumption?s default has been switched to sharing, and social discovery sits not on the periphery of the media experience, but permeates it. Zuckerberg presents this as a new model for media industries, one where you ?discover so many songs (or movies, or articles) that you end up buying even more content than you ever would have otherwise.? Indeed, bringing users into the media discovery process is an important step. Ultimately though, it?s just a beginning, for it touches only the marketing component of the traditional model (consumers still passively consume content; they just get to tell people about it now).� The media revolution that?s coming will go further, fundamentally restructuring the relationship between media producers and consumers and often blurring the line between the two. In my industry, television, everyone is scrambling to figure out the impact of Internet distribution.� How will it impact broadcast, for first-run airs and repeats?� What?s online?s relation to DVR and VOD?� How do its CPMs and sellout rates compare to other channels?�� Questions like these, however, fail to capture the full opportunity inherent in the new medium.

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