The Future of Broadcasting

Moderator: Barnaby Marshall

Panelists: Jian Ghomeshi, Andrew Baron, Amber MacArthur

Is our use of technology deep and long lasting, or fleet and shallow?


Jian Ghomeshi:

Examples of broadcasters/news media buying diversity:
 Newscorp buying MySpace
 NY Times first time online has exceeded paper format – they have done an excellent job of diversifying so have nothing to worry about – paper format may be dying, but NYT won’t die.

If it is the end of the platform, it is not the end of the major players

Andrew Baron

With iPod and iTunes – Apple is setting the standards and has created their own gate keeping scenario but everyone has access.

Rocketboom as an example – the only way previously to promote their show, they would have had to use a traditional distributor, but access would not have been available to them. Now distribution is available to everyone and the “long tail” can thrive. There is an increasingly level playing field. Bands can make an album that would have cost $1 million now can be made for $1,000.

Rocketboom got rid of the middlemen and have worked directly with the advertisers. They have a page laying out the “worth” of ads. Costs them $25 per episode, but the advertising worth is three times the worth of a television show.

Rb available on TiVo – collaboration – can see collaboration continuing on all levels; don’t have to mass market to the lowest common denominator any more.

This is the perfect medium for the guy who has psychological problems who cannot socialize but who can put together a program in his basement.

Amber MacArthur

New TV show called Torrent – featuring the best video podcasts from people around the world so a challenge to straddle both worlds and show old media how new media works. Reach: traditional TV cannot compete with video podcasts that have “eyeballs” from around the world. The power of the internet can get your voice out to as many people as possible.

Broadcasters are going to have to start paying attention to this new medium or they are going to be left behind.

Things like YouTube are a better way to share content. If you push people off-line, they are going to go elsewhere for their content.

Jian Ghomeshi

Pandora project
– most of his work has been to promote new media
– where people can get excited about new technology
– pay user fees and don’t have to watch ads

End of broadcasting
- CBC has been supportive of podcasting
- Yahoo Music model was set up to replace radio, not unlike Pandora
- Renting versus owning – people like to have a jewel case sitting on a shelf

The ability to be heard, to get the message out, if you are a band that is not widely prominent has profoundly changed

Andrew Baron

Previously the TV Guide was seen as the future entry point; now everyone is scrambling to create the ideal entry point. Now it is becoming like Google where you look for and “pull” the programming.

Jian Ghomeshi

We still need the best writers, producers, videographers. “The cream of the crop will rise to the top.”

Amber MacArthur

A lot of people can do it, but a lot people cannot do it well. The best will rise to the top. Competition is a healthy, positive thing.

Andrew Baron

People only have so much time to watch. Audience will be spread out.

Two revenue-generating models:
- advertising
- subscription

Jian Ghomeshi

Q: Will traditional media die?
A: Most noticeable affect is with the newspapers, then commercial radio (not talk or public radio) – may not be able to sustain themselves in the next 20 or 30 years.

Amber MacArthur

Print is easiest to do on line; video is difficult to do online and do well.

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