Entries tagged with “content owners” from Tools of Change for Publishing
Cloud Computing's Potential Impact on Publishing
Mac Slocum
July 22, 2008
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If you use Google Docs or access email via a Web browser, you're already versed in cloud computing. Access to Web-based material is taking the place of downloads.
Cloud computing focused in the early going on software as a service (SaaS) applications, but Amazon, Netflix, Google, Apple, Microsoft and others are now tapping the cloud for content delivery (some of these companies focus on streaming entertainment, while others focus on content creation/management).
An interesting conversation about the cloud's impact on content publishers popped up recently on Peter Brantley's Reading 2.0 list. Peter, by way of an an article link, noted that Amazon is moving some of its video distribution business into the cloud. From Last100:
Not only is Amazon utilizing streaming in order to deliver "instant" playback but it also means that content doesn't have to be permanently stored on a user's hard drive. As a result, Amazon is able to offer another potential benefit to customers: a virtual video library of previously purchased content, stored in the 'cloud' (on the company's own servers) ready to be streamed as many times and to as many compatible devices as the user has access to. While this will initially consist of PCs running Mac OSX or Windows, along with select TVs from Sony, in the future this could extend to many different devices, either through specific partnerships like the one currently forged with Sony, or by utilizing browser-based standards or any other technology or protocol Amazon chooses to support.
Expanding on Peter's post, Mike Shatzkin said the centralization of cloud-based content raises issues around digital rights management (DRM) and other access limits:
The cloud changes everything in terms of piracy and copyright. We are living in a transitional period where computer storage is decentralized. When that period is over, and the time is now not far off, everything is accessed from the cloud and it will be a relatively easy matter for rules about content access to be enforced by the content originator or distributor.
As others on the Reading 2.0 list pointed out, cloud computing brings up additional questions around copyright and ownership. Toss in concerns about system reliability, open vs. closed clouds, and the potential for lock-in (or lock out) and you can see this rabbit hole growing deeper.
Cloud adoption may also represent an important moment in book publishing's digital transition. Publishers have enjoyed the past luxury of learning digital lessons from the media, music and film industries, but the wait and see approach may not work this time. If consumers come to expect access to their content -- all their content -- anywhere/anytime, publishers will need to meet that expectation ... or risk watching an unaffiliated company or industry step in.
Content Owners and Consumers Need Digital Quid Pro Quo
Mac Slocum
May 28, 2008
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Recent comments from Jeff Gaspin, president and chief operating officer of NBC Universal Television Group, illustrate the one-step-forward / one-step-back mindset plaguing mainstream media organizations.
First, the step forward:
On-demand viewing is a key component of the increase in viewers, Gaspin asserted. "I believe the ability for consumers to sample content elsewhere, whether it's VOD [video on demand], DVD or [online] streaming, helps build a new fan base. So when hit shows come back, I believe more people come back than in prior seasons. That has all contributed to growth in cable."
Using VOD and other technologies to increase awareness and woo viewers to an established platform -- such as a TV show -- is a progressive perspective. Incorporation of VOD and online access also builds good will with consumers because it works with their usage patterns, rather them forcing them into specific programming at specific times.
But then there's the step back:
"I think it's [VOD] a smart offering for the [cable] operators and for us," Gaspin said. "But a couple of things have to happen: Fast-forward has to be disabled, we have to have dynamic ad insertion, and we have to have legitimate measurement of the viewership."
Flexible advertising and reliable measurement tools are reasonable requests, but disabling the fast-forward button contradicts the consumer-friendly perspective in the first quote (hence, "step back"). Granted, the same article containing the Gaspin quotes also notes a VOD pilot program that disabled fast-forward and was still well received among consumers, but the overall inconsistency in these messages is what's troubling. Gaspin seems to understand the value of consumer empowerment to an extent, but the old command-and-control mindset creeps back in when it comes to the details.
That said, the success of digital efforts -- whether it's video-on-demand, online access, or distribution of free ebooks -- does require concessions from content owners and consumers. But these concessions need to be marked by consistency. If a content owner, such as NBC, wants to use VOD to drive viewers back to its primary platform, then the VOD material should have all the functionality consumers have grown to expect (i.e. keep your paws off my remote ... and my computer ... and my e-reader). But in exchange for easy access and availability, consumers shouldn't be offended by in-episode advertising, visible sponsorship branding, or requests for demographic data (with opt-out options, of course). Ultimately, a reasonable amount of quid pro quo -- defined by consistency -- allows both sides to take advantage of digital platforms.
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