In Amsterdam this month at the International Broadcasters Conference (IBC), I am overwhelmed by the proliferation of new technologies in the professional media industry.   The convergence of media has met the IT world and anything is possible.  Today, for under €10,000, an individual can buy top quality equipment for capturing and editing video and become an independent production company overnight.  And, with the rapid rise in channels to distribute content on the Internet, mobiles, and interactive television, there are a whole host of business models today.  Many of the traditional broadcasters and media outlets are losing out as the market changes and new rules are being written.  But the real question at the IBC show this week was how best to make money in this new world order.  Traditional broadcasters and media companies are having problems adjusting to new competition, more channels than ever before, and the barrier to market entry declining. 

Technology is an enabling tool for new business models and many companies showcased innovative wares at the IBC show this week.  One company, Cisco is promoting their concept of the connected home that may provide even more choice in the future.  Cisco believes that their technology for broadband networks can support multiple “medianets” that are delivering content to your home or business.  You can then then view the content in any room and transfer to any other room of your home or workplace.  Other vendors like Adobe, Autodesk, and others, were showing amazingly powerful software tools that allow producers to create high quality images that excite and engage the viewer all created on a high powered PC or Mac.  Many companies made announcements at IBC, including tools for digital archiving and production so that virtually any kind of content can be created, stored, and played out in any format.  And, 3D was creating a buzz with some broadcasters announcing plans to provide content in this rich media format.  

However, in a world of 1000s of channels, from TV to radio, Internet, mobile, and others is there anything interesting on and who is watching anyway?  In a world of choice, quality always wins.  There will always be a market for high quality journalism or quality production with a message.  New channels are opening up.  New ways to excite and engage audiences are available, on any platform on any device.  So the focus needs to be now creating quality content that people want to share and promote.  In a world of choice, the most powerful message or creative content will win the day.  The media industry needs to cultivate and encourage such innovation.  Quality content with a message is the only way to compete in the new world order.