| Protecting Internet Video Clips – Can It Be Done? |
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A recent trend in viewing habits is showing a completely different way people consume video content. In more cases than not popular news segments or breaking stories will be watch many times more on the Internet then through traditional media channels. Large media conglomerates are at a loss at how to capitalize on this silent majority of their viewers. There are two approaches media providers are taking. Their reactions mirror what has been seen in the mp3 battle waged by the RIAA. Likewise some news and media providers believe that tightening controls and seeking litigation will be their solution to this new phenomenon. They have forgotten that it has already been tried and doesn’t work. For example, look at Napster and what it did with mp3s. The RIAA believed that if Napster was stopped their would be no more illegal sharing of music files. Little did they know that Napster was only a small glimpse of the future to come. Once they realized that suing companies wasn’t working they moved to suing individual offenders. The problems keep coming and always will because there is a market for online media. The demand will never diminish until it is replaced by some other channel of supply. On the other hand, we have companies like Apple that recognize the demand and provide a legal outlet to download music. Year after year Apple supplies the demand to thousands of media consumers and everyone is happy. These two approaches will be repeated in the video clip arena. Some companies will tighten their grip and others will see the shift as an opportunity for growth. The tighter big media providers squeeze the faster their stock price will fall. Advertising dollars will leave traditional markets and seek the savvy new viewers online. There will also be smart media providers that anticipate the change and will provide media online. As a result the gap will widen and we’ll see a shift of power to those who provided their content more freely. |
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