FEED: But now the internet is no longer the new kid on the block. A lot of these digital giants have become the incumbents.
HOWARD HOMONOFF: Now, as the cable industry once was, digital providers are becoming the gatekeepers. Revenues are drawn from data, e-commerce, advertising and subscription; but now in the service of very powerful companies, well beyond the size of old cable. With so much content available, these companies are put into the role of curator.Things have begun to develop around different apps, and you can move easily from one to another. But you don’t always know where your favorite content is. Sometimes you only find it through word of mouth, sometimes you need
the old-fashioned NewYorkTimes as a guide. Getting a share of voice, as you’d say in the marketing world, is an increasingly difficult problem.The odds of any one particular show breaking out are increasingly difficult. In the old days, if you could get your show on a network, you had a good shot that there was going to be some life in syndication, even if it wasn’t a big hit. Now, things come and go, and we never know that they existed. It’s a challenge for everybody: content makers, distributors, marketers. It’s more complex for everybody in the ecosystem.
“GETTINGA SHARE OFVOICE IS AN INCREASINGLY DIFFICULT PROBLEM.THE ODDS OFANY ONE PARTICULAR SHOW BREAKING OUTARE INCREASINGLY DIFFICULT”
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