Terry Heaton writes: "... This is my annual look ahead, and while nobody's crystal ball is perfectly clear, these observations seem self-evident when viewing the forest from a distance. I've called this 'The Unbundled Awakening,' because that's what's happening and what will continue to happen in the months ahead. The concept has been launched; the infrastructure is being built; and efforts to institutionalize it are underway. The awakening is taking place first among consumers, and media companies will have no choice but to respond or risk complete irrelevance. This is tough stuff for entrenched mainstreamers. ...¶... It's a very dangerous time for any broadcaster to be making assumptions based on history. ¶ But the biggest problem for broadcasters is their crumbling core competency and the shrinking value propositions they offer to both viewers and advertisers. The natural ability of the Internet to distribute unbundled media is disrupting broadcasting's basic business, and that will accelerate in 2006. Most broadcast companies have responded to the disruption by forcing their mass marketing value propositions into the situation (it's what they know), but most are finding that such a response — while creating some revenue opportunities — doesn't produce the kind of scale necessary to make up for the kinds of losses to their core business that they're facing. ... " Link: The POMO Blog.
This is my 2,000th posting since I moved my weblog from Radio UserLand to TypePad in April of 2004. There were about 500 more on the UserLand blog from November 2003 to April 2004. What better to mark this occasion than a new essay by Terry Heaton. --Dennis