An early observer of this sea change, former FCC Chairman Michael Powell described the shift as “Application Separation.” In the old days you needed a tower, a license, equipment, people, money, etc. Today all you need is Internet access.
Terry Heaton’s report summarizes Powell’s view: “one no longer needs to own the infrastructure in order to publish, distribute or broadcast content. This is turning the media world upside-down, and most of the traditional media response, I’m sorry, falls under the category of “they just don’t get it.”
Terry’s insights and advice are food for thought for broadcasters and marketers alike. Do you think the choice of channels is the only place where an increasingly sophisticated consumer is exerting their will?
Here’s how I see Terry’s action plan for broadcasters adapted for marketers…
