Last week I went to the MTA conference. (I’m hoping to get a PPT to share and will post my notes as soon as I get it.) It was interesting to hear about how telecommunications providers are exploring new sources of revenue. The telephone/telecom game has changed dramatically in the last 20 years. (Remember long distance bills and payphones?) Cable is experiencing some similar disruptions. They have picked up broadband as a product but the content/video game is changing daily. Here’s a view form a recent editorial from Olmsted County…
To remain viable, cable needs to adapt in other ways. When television was first taking hold, radio felt its fair share of growing pains. Now it is television’s turn to evolve. Much like radio, I think cable television still has a place in the marketplace, but finding that niche is essential to success. Licensing content to online companies like Netflix and Hulu works for content creators, but content distributors depending on providing viewers content delivered straight to the television are struggling.
I learned in college the best way for radio stations to remain relevant was to localize. Their content changed from being something people gathered around in the living room every night to enjoy, to in-car entertainment, and the industry survived.
I’d love to see cable television attempt to do the same. The local news broadcasts are honestly what I miss the most from our lack of a cable subscription. Harnessing the local strategy might be able to sustain cable’s content delivery, but they’ll need to be innovative in their process.
His suggestions remind me of Lake County and Cook County – both communities are building a place for local content online and/or on air with a mashup between YouTube, Livestreaming and community radio. The old motto for the Internet was always “think local, act global” – looks like that sentiment is as strong as ever.