DeMystifeye

Online Video – Cannibal or Herbivore?

Interesting post by Chris Albrecht detailing the differences of opinion about the impact of online video on television – Is Online Video a Threat to Television . With millions riding on the eventual outcome, there is vociferous debate on both sides and as the post points out, there is plenty of data to support both arguments. No one really doubts that consumer behavior is changing, and as my kids — accustomed to an online video, multi-video game console, iPhone world — grow older and become more significant consumers, the impact is uncertain but will be definitive. What tends to get lost in these discussions, however, is the role that content has played and will continue to play in the debate. Television viewership rises and falls based on the quality of the programming. And, while broader options for viewing that television content have proliferated and impacted ratings, there is still a very significant audience tuning in week after week. Why? Because, highly creative, dedicated and professional individuals are producing great content for us to view — all courtesy of the television networks and the ecosystem that surrounds them. Moreover, it is that very content that has allowed the online video distributors to build and grow an audience. Television will always play an important role – perhaps much like theatrical movie releases do for all the ancillary movie distribution windows. High production values and innovative creators producing quality and unique content, significant marketing weight to drive awareness and interest – all of this helps to drive higher DVD purchases, rentals, television sales…and, oh yeah, online video. The debate rages on, and fortunately for all of us, the creators are spurred on to continually deliver high impact, thoughtful programming.