Old Guard vs. The new Guard

A topic that is often talked about when looking at why there is not more original on-line series from large networks like NBC, Fox, et al is the apparent lack of willingness from network execs. to break from the standard business model dictated by advertising windows and network schedules.

While things look extremely promising over the next 3-6 months to see more original online fare from the large media companies, what that is, the funding model, and the overall content are all pieces of the corporate convergence puzzle that are likely to be hotly debated as things progress.

One thing we know for sure though, based on online metrics, and massive increases in online advertising spend, is that Joe/Jane consumer are ready for digital series that are packaged for all platforms.

But what has kept things from progressing beyond the re-purposing of shows to this point, as mentioned above, is that the standard business model for the roll out of a new show is much different than the distribution of of an original series with online and mobile being the key platforms.

Probably one of the biggest detriments being the online revenue model, that a lot of times is based on CPM, pre-roll, post-roll, etc... and which for most execs. is a staid reminder that they must adopt their thinking, business strategies, and development to creating projects that play well on all platforms, while providing dynamic options for the online and mobile models.

It truly is an exciting period to be involved with digital media because it has pretty much gotten to a point that consumers are viewing many hours of content each week, coupled with the huge popularity of social networking sites like Facebook, MySpace, Friendster, etc... provide lots of exciting opportunities to reach large numbers of new consumers for their properties. I think the old guard will get that.



new episode sometimes up to introductionis ripe and ready for for a fin the push towards convergence of new media is the relationship between the digital media and conventional TV divisions at large media companies.

Some might say that because there has nit been a break out with conventional