MediaPost recently reported that Akamai
Technologies CEO Paul Sagan warns that television
is about to experience the major impact that print and music have already felt.
Akamai Technologies facilitates more than one-fifth of the world's Web traffic
so they have a good view on the subject. What will cause this transformation?
The article states that, “the ability to match high-def TV picture quality with
Internet interactivity is creating a sea change for online video that will
begin rippling through the television industry in 2010. Only TV station owners
that leap to the new arena, playing the strength of their hyper-local
connections, will survive.” Otherwise they will feel the same big impact form
the Web that music and print have felt.
However making
effective use of interactive advertising is essential for hyper-local online
broadcasting to become a viable business. They are not there yet but must make the transformation to
realize this opportunity.
Another success
component is effectively harvesting breaking news about local events to
generate this hyper-local content. Often local stories first break through
“non-professional” reporters on little known sites. This is where Darwin
Ecosystems’ Awareness Engine™ can help. Through it you can mine the long tail
and discover interesting relationships between stories that enable you to
provide added value to breaking news.
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