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Brian Glassman

Mr. John Hagel
Your examination of Viacom vs. Google case 2007 is an interesting one. Using a Porter analysis I can see how Viacom would want to leverage the infringement position to as you say to “extract more cash payments from Google for access to its copyrighted material.”
I also agree fully with your statement that, “as content proliferates, the ability to help audiences connect with content that matters the most to them will become the real sweet spot of the media industry.” I have been watching this emerge as a trend in website content generation. The more focus the content is on the users needs the higher values the users’ places on the websites services. However, I have seen a counter trend where un-focused but interesting content is also valuable, and websites like Digg has received substantial value. None the less, websites like Digg even though content heavy can have their content considered more entertainment based, than utility. Thus your hypothesis seems to hold with utilitarian content.
Next, I totally agreed they “need to start focusing on content platforms.” To back up this point, I see companies like Google and Yahoo which have made their living off of providing useful content searching platforms in the world to date as supplementary evidence of this assumption.
Finally, the web community has seen a massive sharing of content over the last 3 years or so starting with blogs, moving to RSS feeds and so on. So your assumption that sharing “your existing intellectual property in order to participate in a broader range of flows” Is a valid one. However, I believe major companies like Viacom need to see the content sharing as a viable and proven business before they start to shift in that direction.
Again, this was an interesting analysis but I am still waiting to see whether Google can generate a return off of the investment in YouTube.com technology. It is understood that Google was going to use YouTube to distribute the next generation of Targeted Video Ads to viewers, which have a higher click rate, and can demand higher per click costs.

Brian Glassman

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