Uh oh!Buzzmachine’s Jeff Jarvis yesterday detailed a very compelling IBM study on TV and internet use. The complete study results are available for download here. For folks like me, currently a foot soldier of traditional TV, his post header – “TV Explodes” – merely fuels our worst fears and suspicions. (I wish he’d stop saying “explodes” though!) Quietly, and off the record, my sources tell me high level executives at a certain network have been heard saying “TV is dead.. the future is the internet”. Parts of the IBM study seems to buoy that belief, and outline several key shifts in how we are consuming, creating and particpating in media. Some of the results are promising for Television though, so don’t count us out just yet. The survey is very informative and I’d encourage readers to download the entire study.

Consumers are seeking consolidated, trustworthy content, recognition and community when it comes to mobile and Internet entertainment. Armed with PC, mobile and interactive content and tools, consumers are vying for control of attention, content and creativity. Despite natural lags among marketers, advertising revenues will follow consumers’ habits.         

To increase usage of new channels, consumers ask for consolidated content and thoughtful recommendations.

Users reported significant incidence of user contribution and interactivity.

For those respondents who contributed content online, they did so for recognition and community.

Consumers are increasingly contributing to online video or social networking sites: nine percent of German and seven percent of U.S. respondents claim to have contributed to a user-generated content site; 26 percent of U.S. respondents reported contributing to a social networking site.

Looks like a lot of people want to be more involved in, or have a stake in their content. Folks are looking for dialogue and community, not just content. Sab Kanaujia, NBC’s VP for Digital Product Strategy, recently participated in an online Wall Street Journal discussion with Revver chariman and founder Steven Starr entitled “Is Web Video a Threat to TV?” and posted excerpts on his blog. There’s interesting back and forth between Kanaujia and Starr and it’s worth checking out.  

To me, that isn’t the question. The question is: “Is online activity a threat to TV?” Clearly the answer is yes. I left a comment on his blog, which has yet to clear moderation, which essentially pointed out that smart media makers are creating content, conversation, and community online. Video alone isn’t enough, it’s simply the icing on the cake.Of note to me in this study was the question: “What would increase your use of mobile and Internet entertainment?” to which 21% answered “Niche site that specialized in genre or category content” (IBM Study). So as I continue to operate from the unique perch at the intersection of old and new media, I’m both buoyed and concerned by these revelations (or merely statistical support for what many of us have suspected for some time). Many of these findings spell the end of many a television career, but at the same time, create huge opportunities for those who can capitalize on it. This is the time to strike.

Capricorn, Community, and Craft

Just before boarding a flight to the Craft Hobby Association show this past Friday, I gave one last check on Twitter. Twitter friend and resident astrologist @KrazyKritter had just posted Capricorn. Now look, I’m not normally superstitious, but the outlook for Capricorn resonated with me.

“Today is finally the right time to embrace a new idea and work on fleshing it out”horoscope for Capricorn, 7-20-07

I was energized by this message as i flew to Chicago to cover this huge crafting industry trade show for Crafty Nation our new media venture.

The show was a huge success for us, by way of coverage and for getting our brand out there. We met wonderful people working in this space who were very excited about what we are creating – folks like Margot Potter, Candie Cooper, Katie Hacker, Cari Clement, Debba Haupert, Nicole Mumma, and Amy Romano. Why build a social network and content channel for crafters? Well for one, it’s a natural for social networking. Crafters are passionate about what they do and love to share their ideas and their work with others. They truly are a community. Even at the CHA, which is a decidedly commerce driven event, the community was vibrant and energizing. Craft and Hobby is a 30 billion dollar industry and there are many brands out there looking to associate themselves with the online craft conversations.

promoting the Crafty Nation brand during an education session at CHA

Fleshing Out the Idea

Now it’s time to tackle the most important part of Friday’s horoscope: “work on fleshing it out”. This means listening to our “board of advisors”, the early adopters of CraftyNation’s social media platform. How do we build it and make it better? A drop dead simple, stare-you-in-the-face, idea about how to do that came from Margot Potter. She told me that crafters like to customize their profiles because they’re, well, creative. Thank you Margot!! @conniereece, @AnnOhio, @WickedStepmom, @Uavery, @brendajos, and many more “Twitter Knitters” have been tremendously helpful in pointing out usability issues. What we’ve done with our phase one beta launch is to take an idea that only a year ago was a discussion over coffee, between myself and business partner Toni Lyn, and turned it into a strong start for something that will only grow. As we build out Crafty Nation, it’s the feedback from our community that will drive the direction and growth of this space, so that we can help create real value. We want to give voice to the vibrant fabric of the craft community, and create a place where we’re merely custodians of something much larger than the site itself.

Niche Market Video Content Engaging Your Target Audience

Here’s a link to the programs we’ve created. We also did some quick turnaround daily dispatches from the conference. Video is a very big part of Crafty Nation. Our video content celebrates the creativity and spirit of crafters, and our hope is that it acts as a springboard for conversation and community on our site.

At a dinner on Monday night with Lee Aase and Dennis McDonald, that was supposed to include Jeremiah Owyang, we discussed social media, niche market content, and the evolution web video. Dennis and Lee both have tremendous insight into this space, and are lovely dinner companions. Great food and conversation. Jeremiah’s absence led us to wonder if he was in fact a real person, or just an avatar.

The CBS/Wallstrip deal that I wrote about on Monday got me thinking about how I and other people define themselves in this space. I’ve been making a good living in the media business for many years now and despite seismic shifts within the industry, I’m pursuing opportunities presented by emerging media models.

To create opportunity, I believe you have to think beyond the limits of the traditionally defined media roles of cameraman, producer, or talent. I think the emergence of the micro media mogulis emblematic of this shift, a shift that is blurring, if not erasing the line where media jobs fall above (executive and management) or below (crew and production staff). So as media workers begin to chart a new course in these re-defined roles, they are faced with a number of questions. Not the least of which is how much entrepreneurial fire do they have in their belly. Are you as passionate about the art of the deal as you are about the art of your media? Or do you prefer the comfort of steady paycheck?

What if you’re somewhere in the middle of those two options? An innovative media company called Next New Netwoks offers unique opportunities to those whose passions are weighted more on the side of media maker, rather than media mogul. I inadvertantly gave them kind of short shrift the other day when I asked this:

I have to wonder though, what is the value (read deal) for the content creator/micro-media-mogul, of aligning with a Next New Network.

Looking back, my wording seems a bit dismissive. Purely unintentional, as I truly wondered precisely what the deal was. Next New Network’s Tim Shey contacted me with more details about what an agreement with NNN looks like. Independent media makers can leverage their creativity for a regular show based fee by entering into licensing agreements with Next New Networks.

We create and build networks which are fully owned Next New Networks properties,
and then license or commission shows to run on those networks. Show
producers who work with us get a guaranteed, regular fee for the
right to run their shows, upon delivery, whether we sell advertising
or not (in other words, it is not rev-share dependent).

This model isn’t necessarily a perfect fit for every producer, but
we’re here to work with the people for whom that is; there are lots
of other options in the marketplace (YouTube, Revver, Blip,
Brightcove, Videoegg, etc) for people who want to bootstrap their own
independent network and have someone work with them for a rev share,
as well as companies like PodShow which will work in a joint
ownership / partnership model.

-Tim Shey via email, published with his permission

Next New Networks’ impressive leadership roster brings together a strong list of executives drawn from old and new media. In a media landscape of ever expanding opportunity for savvy, independent media makers, Next New Networks provides unique and creative arrangements for those who want to make a living doing what they love.

So where do you fit in to all of this? Are you a micro media mogul, or a media worker? Or maybe somewhere in between?

Wallstrip, the online financial news show where “stock culture meets pop culture”, has been purchased by CBS Interactive for a price tag reported to be far less than the rumored $5 million price tag. Wallstrip announced the news on their show in typically tongue in cheek fashion, asking CBS employees about the deal on the sidewalk in front of “Black Rock”

Click To Play

CNET reports that it was CBS Interactive president, and former Silicon Valley M&A maverick, Qunicy Smith that sealed the deal. In a NewTeeVee article by Liz Gannes, Wallstrip’s distribution and syndicaton are reported as favorable considerations in CBS’ decision to buy the show. As Wallstrip puts it: “Watch Wall Strip where YOU want!” Here’s a snip of Wallstrip chief Howard Lindzon’s reaction to the deal:

I am dipping my toes tomorrow. I like their syndication strategy and I am bullish on Quincy and the Interactive Division of course.

I am looking forward to making Wallstrip better every day. Congrats to the Wallstrip team for their hard work and our investors for their sheer genius. Awesome day.

-Howard Lindzon

This points to two trends that this content creator hopes to take advantage of:

Now big media companies can sit back watch while savvy media makers bootstrap their content business models, and then simply come by waving cash and cherrypick the best. Call me old fashioned, but I like the sound of that! Here’s a sneak peak at one of the niche market content plays Verge New Media is creating.

Click To Play

Another emerging trend in the niche market content space is the rise of the aggregators like Network2.TV and Next New Networks. The team at Next New Networks seems very happy with their recent tip of the hat from TechCrunch. Surprisingly TechCrunch made no mention of Jetset, which I’ve often praised here as very smart interntet community TV. Next New Networks describes their model this way:

Next New Networks had some simple goals in launching: be authentic voices of the communities we launch networks around; build networks around online emerging television with web features that allow others to share, contribute and distribute; and be dependable and reliable

I have to wonder though, what is the value (read deal) for the content creator/micro-media-mogul, of aligning with a Next New Network. Wallstrip is an example of going it alone and bootstrapping. Maybe there is merit in that strategy for the entrepreneurially inclined.

So who will be the next small TV acquistion headline? Maybe it will be the surreal, sexy, sci-fi stylings of Galaciticast, or the hip, twenty-something web comedy Something to Be Desired. I think niche market web content is a HUGE sandbox that is creating tremendous opportunity for micro media moguls. I suspect content that Verge New Media has in the pipeline will be part of that mix, creating value in niche market content.

Finally, Amanda Chapel, of Strumpette, was recently sighted on Twitter describing value like this:

value is based on standards; standards are vetted by hierarchy. A bank is a bank for reason and that’s where the money is
- Amanda Chapel via Twitter

Privately, she added this: (and agreed that I publish it)

branding, seduction, under promise and over deliver. Ya can’t go wrong.

Apparently value, and money, can also be found in niche market content created by savvy, agile new media startups. Look for more of that from me and form legions of other media makers. Who do you think are the new micro media moguls to watch this year?