Here at the National Association of Broadcasters event in Las Vegas, content is king in the new world of media and broadcasting.  When Internet meets television there is more choice for consumers.  And with the barrier to entry lowering from low cost production and ICT based tools, there will be an explosion of content, but much of it poor in quality.

Video is a powerful communication and entertainment medium, and production of it is becoming more accessible to more people every day.  Today, with the help of low cost ICT tools and file-based digital video, anyone with a laptop and a camera can become a production company.  And, with the explosion of Internet based video sites like You Tube and others, many production companies are targeting online delivery of their content to reach viewers.  Many television stations are commissioning Internet only shows to experiment with the new trend.  And, when blended with social media and other Web based tools a new entertainment environment is growing very rapidly that can engage, delight, and entertain.  Companies like Joost, Babelgum, and Hulu are delivering high quality content online.  Even my new flat screen television came with an Ethernet jack built in so I can access content on the World Wide Web.

The new world is all about choice and putting consumers in charge.  But it requires a re-think about the skills required to achieve success.  First, a good understanding of how the Internet works including communities, blogs, and webcasts is required.  The Internet is not a one way or even a two way medium, but a mult-way channel where communities can view, share and comment.  Next, thorough knowledge about how information and communication technology enables the new model is very important.  Broadcasters can go from content capture to on air play out in a matter of minutes today using low cost ICT tools.  And, production and archiving of content in an all digital, file-based world is much more flexible, efficient, and more secure than putting content on a tape or film.

The old model of command and control in many media companies and suppliers needs to be restructured.  The Internet is all about empowerment.  New and innovative ways of working come from the ground up, not the top down.  Today, employees on the front lines are more responsive to changing customer needs.  Companies need to embrace this opportunity for change by setting up R&D labs for experimentation, soliciting direct feedback from employees and customers to spot new ideas, and creating a culture of innovation which includes trial and error to find success.

Broadcasters and production companies need to keep innovating and differentiating by building quality content, a stable of quality actors and intelligent personalities, scripts and stories that people find interesting and want to talk about.  In the online world, community is a great way to spread the world about your offer.  And if you expect people to recommend your content to their friends, it must be something worth talking and e-mailing and blogging about.