by Nina Streich
The panel opened with the question, “Has old media died off?” and the interesting factoid that social media has now exceeded porn as the most used aspect of the internet.
All the panelists agreed that the distinction between old and new media is shrinking. Mina Seetharaman (MS) said that everyone used to think of TV as old media but now all media – new or old – goes through a pipe.
Moderator:
Jose Castillo, President, thinkjose and Contributing Editor of Streaming Media magazine
Panelists:
Max Haot, **Co-founder & CEO, Livestream
**Steven Siegel, **Special Sales Executive Video, Microsoft Advertising
**Mina Seetharaman, **Senior Partner, Advanced Video Practice, OgilvyOne
**Erin Gargan, President & CEO, Socialite
Steven Siegel (SS): The model has changed but good content always bubbles up to the top. Internet distribution and programming can cost very little and can go out instantly, unlike old media.
Max Haot (MH): People predicted that “old media” would collapse but it’s all about content and rights. That prediction has gone away.
Erin Gargan (EG): We are all publishers, content creators. How does old media stand out from the noise? The old media monetization model is still working, i.e. for newspapers online.
MS: In the old model, I delivered x number of ads to x # of households. But were they paying attention? On second screen, nobody has been able to prove that it is complementary and not a distraction.
Moderator: What are examples of old media doing it the right way?
EG: The Oscars back stage pass is an example. The old media coverage is directing a new second screen experience and folding it into the format of the show.
MH: Democratizing production and distribution i.e. through ancilliary content. Like the X Games on ESPN. They don’t want to put content anywhere else but embraced broadcasting ancillary events live. Also with movie studios, for instance the premiere of Iron Man where there was a backstage experience. But that’s really just an ad that provides marketing for the product.
MS: MTV, for instance, knows where their users watch. Their mobile team uses a lot of close ups as opposed to the main crew thinking about it as programming overall.
There’s a Smartglass app. If you’re watching content on Xbox, there’s complementary information on other devices i.e. a tablet of a smartphone. On Game of Thrones, on Xbox, you see the program and with the smartglass app, you can get character bios and other content that complement the program.
SS: More people are now using Xbox for content now than for games. 46% of users are using it for content consumption and only 42% for gaming content. Steven Spielberg will produce a show that plays into and affects game plat that will be a milestone for entertainment.
JC: What about non-traditional content?
MH: Micro interest, I mean very local. During Sandy, Livestream did live streaming of citizen created content during the storm.
EG: It is important to look at how to translate old media into new media and social media. The most important thing is if it is shareable. It’s not the length. Does it grab your attention right from the beginning? People hate reading, so we have to challenge these print content creators to think about shareability.
MS: It’s not about length but about shareability. How do I make a human connection to my brand while there’s not a direct link?
EG: It’s about evoking a reaction.
MS: Quality matters online.
MH: We want every event to be live streamed.
