Brand specific press releases go out hourly, every day of the week like clockwork. Companies want to reach their audience every moment of every day if possible and to do so they will make all of their information available to the public in the craziest ways imaginable. Value propositions are flying around the internet like bullets and the audience for this info may be reaching a level of overload never before seen. Marketing experts are talking about things like “ad blindness” where consumers are so over exposed to advertising they actually don’t see it anymore. Their mind has activated a defense mechanism to prevent so much nonsense from getting through.
The founder of Machinima Allen DeBeoise has been discussing a new, simple framework for the video market to evolve in to. His belief is that when television was launched the first wave of video programming began. This wave was totally dominated by four networks, CBS, ABC, NBC, and much later FOX. These networked made every effort to provide programming that would theoretically serve all U.S viewers. This of course was impossible given the varied interests of the entire country, but they tried. Their method eventually turned into:
- Nightly News
- Prime Time Shows
- Sports Event of the Week
- Saturday Morning Cartoons
In the spirit of competition every network laid out their schedule pretty much the same as above and hoped for the best. There was no other home entertainment of this kind to compete with so regardless of how poorly programming was the public was going to watch one of the networks.
The second wave of programming began to show up in the early 1980s with small networks that were trying to better serve a smaller audience. These included ESPN, MTV, Food Network, BET, CNN, and more. These new brands created their value by offering fewer viewers only what they wanted 24 hours a day. And this worked liked crazy.
The internet has allowed the third wave of programming to begin in the form of video streaming. It offers the best of both worlds in that now everyone can find exactly what they want, and only what they want, 24 hours a day from anywhere. It’s pretty much the perfect storm made possible by the commercialization of the internet. Throw mobile phones, tablets, media systems, and other crazy devices and you have a Star Trek level of consumption technology.
YouTube dominates this third wave although even now niche video services are beginning to break off and create value for its more specific viewers. Blip offers web series for example.
The third wave by its very nature must be aggregated globally as opposed to just the United States. This is due to reach of the internet easily overcoming the limitations of traditional media providers and networks.
The music video space is currently being led by VEVO that emerged out of YouTube shadow offering a vast array of programming in premium music. Vevo has even begun to overshadow MTV in the music video market for the simple reason that their viewers will never sit through a music video they don’t want to see.