In the run-up to the annual Reuters Media Summit, taking place in New York and London next week, we have been asking experts and executives how they think media companies should reinvent themselves for the 21st Century.

Will the big need to get bigger? See Comcast's bid for a controlling stake in NBC Universal.

Or will it be a question of being slimmer and more focused? Like Time Warner,  which is now essentially a pure content company after spinning off Time Warner Cable in March and AOL next week.

All these businesses are heavily impacted by the Web as a distribution tool and they are doing various things to counter that. But it won't be easy, say analysts in our Summit preview. While content will continue to be extremely valuable, content owners will need to figure out how to make money from the Web and other new platforms of distribution.

Stephen Prough, of Salem Partners, a boutique investment bank that has backed several Hollywood deals, said the models are still not clear:

I think it's great that people are experimenting with content for the Web. In theory, that's a great concept. Right now, I haven't seen a business model that works for original content for the Web. The experience of companies that repurpose content for the web is they're generating per viewer.

Over at IAC/InterActiveCorp, Ricky Van Veen, founder of Collegehumor.com and CEO of Notional productions, thinks that developing original content that moves seamlessly between the Web, TV, and wireless devices will be key for the modern media company.

The crucial parts are the advertiser's brand, the content creator and the consumers. What if it was the brand getting the content to the consumer rather than a cable company? With the Internet, you don’t really need a lot TV networks, film studios and cable operators. In the future you have a great idea they’re going to be able to get the content to consumers on their own or with the help of a brand. That’s what’s interesting to me.

Before this week’s dueling Google and Microsoft search licensing deals with Twitter, a recurring rumor in Silicon Valley had Google trying to buy Twitter outright.

So when Google co-founder Sergey Brin made a surprise appearance at the Web 2.0 conference in San Francisco on Thursday, the stage was set to finally put the record straight.

Showing that ten years in the media spotlight have not been wasted on him however, Brin displayed a deft command of language to duck the question.

Web 2.0 organizer John Battelle: Did you try to buy Twitter?

Brin: I did not try to buy Twitter.

Brin then added, “But if companies approach us we definitely consider any opportunities to buy.” But the resultant ambiguity about whether Brin was speaking about himself personally, or Google, effectively left the question unanswered. Nicely played.

Meanwhile, the list of Internet giants partnering with Twitter came close to growing to three companies, after AOL CEO Tim Armstrong opined about the role of real time data at AOL during his talk.

“I think those guys have done something very impactful,” Armstrong said of Twitter. “And if it works with our platforms and we can leverage it, I think we would be happy to do that.”

Armstrong offered a couple of other interesting tidbits, saying that AOL was in a good position to proceed with its plan to eject from the Time Warner mothership and saying that a guaranteed AOL spin-off was not a precondition of him taking the job at AOL.

He also hinted at a mysterious new content technology platform that he said AOL has been developing internally since this summer, and which would provide a “secret sauce” to the company’s variety of media properties.

“It’s a broader platform with more information around content and the creation of content,” Armstrong said.

Another answer with plenty of ambiguity, but in this case, more details will likely come soon.

If you’ve ever listened to Time Warner chief executive Jeffrey Bewkes speak, you’ll be used to his breezy, languid style. But he sounded even more so than usual on Friday at a conference in Washington D.C.  when asked about the big media story of the year so far: Comcast’s bid to take control of NBC Universal.

Comcast’s bid, led by CEO Brian Roberts, is exactly the opposite of what Bewkes has been doing at Time Warner, where rather than buying he’s spun off the cable assets and hopes to do the same with AOL by the end of this year.  So Bewkes couldn’t resist a little jab at his rival and sometimes partner:

“I don’t want to say anything that would discourage Brian from continuing in this pursuit that he has,” Bewkes said to laughter from the audience.

Bewkes agreed with suggestions that Comcast might be doing this for a share in the growing cable business. 

“They may have concerns about their future in cable and they may want to hedge into what they think is a better long-term business, which is the branded content business. It’s a good business, it’s one that everybody should want to get in. We’re in it, we’re very nicely placed in it.”

But the executive who lived through one of the worst corporate mergers of all time — AOL-Time Warner — is far less supportive of the idea of big combinations, especially in the media space.

“It’s probably true if you look at media deals — not just ours – in the entire industry. In the last 10 or 15 years there’s a lower percentage of deals that have delievered what they said they were going to deliver and have had an actual return on investment versus  what you would find in other more rationally based businesses where you don’t call the CEO ‘a mogul’. So whoever that is doesn’t get lost thinking about what they’re going to write in tomorrow’s paper.”

And while many journalists, investors and Wall Street analysts continue to try to decide whether this deal makes sense, Bewkes has a simple test.

 ”If it’s a synergy idea that takes a week and nine articles to fully plumb the mysterious depths, you’re probably wrong.”

Nice to know someone feels our pain.  

Few in the media business know dealmaking better than Barry Diller.

So it comes as little surprise that the head of IAC/Interactive was asked about both the Microsoft-Yahoo deal and the AOL separation during an earnings conference call today. He sounded upbeat on both situations.

Here are some excepts:

Microsoft-Yahoo:

One significant thing that happened is we’re not going have to talk about whether or not it’s going to happen anymore [Ed -Amen to that!]. Look, Microsoft will be able to report a greater share in terms of search and get — at least in some minds of the talkers — into being up there in competing terms with Google. And Yahoo doesn’t have to spend anymore money on search. As far as being able to execute, that is very complicated.

For us, I think that the significance is we want, need, must have at least two competitive forces, big competitive forces… I want to have two players out there wanting to get our incremental business, which is, of course, of real value to the companies.

So, I think it’s good for all parties.

AOL:

On AOL, I have a lot of confidence in Tim Armstrong. I think he’s coming there as a great whoosh of energy and real change, I think, for the first time, in my god, in I don’t know how long.

I have high expectations for what he’s going to be able to do.

As far as strategies with the spinoff company or the company’s configurations in the future, we’re talking with them about ideas about commercial relationships and both in the local area and search area. We’ll see what happens.

There is no possibility of really speculating beyond the fact that it’s obvious there are interesting relationships between what AOL does and what aspects of IAC does.

We’ll have to wait and see.

Perhaps the next time we hear from Diller, he’ll be talking about his own deal, maybe how he’s used the near $2 billion in cash he still has on IAC’s balance sheet.

(Photo: Reuters)

Anyone want to take a shot at what's behind Time Warner's repurchase of a 5 percent stake in AOL held by Google? Time Warner sold the stake in December 2005 for $1 billion. Now, it has bought it back for $238 million -- a nice job of selling high and buying low. Time Warner plans to spin off AOL by the end of the year.

The 2005 deal implied a chunky price tag of $20 billion for AOL. While it may not be exactly apples to apples, the repurchase implies a value of about $5.7 billion.

Brigantine Advisors analyst Colin Gillis said the implied $5.7 billion represents a "floor valuation " as AOL moves toward a spinoff. If that's true, then Google not only overpaid, but undersold.

Then again, with AOL expecting about $90 million of restructuring charges in the last nine months of 2009, and $58.3 million in charges already taken, related primarily to layoffs and closing facilities, maybe Google got out cheap.

AOL Chief Tim Armstrong has done several interviews with the press to mark the first 100 days in the role. In most of the articles he explains his focus on advertising primarily built around AOL’s collection of premium content brands.

No brand is more premium right now, in advertising terms, than TMZ.com, the Hollywood gossip website AOL jointly owns with Telepictures. Both AOL and Telepictures are units of Time Warner Inc.

TMZ is currently one of the hottest properties on the Web, especially after it was the first to break news of Michael Jackson’s death. In the Web advertising world it caused a bit of a stir by deciding to handle its own advertising sales rather than use the girth of AOL’s team.

Armstrong said he is not too concerned with TMZ’s strategy as such. He said he supports TMZ doing whatever is best for TMZ to make it even more successful.

In general, TMZ has become a fairly major brand. When brands get that big, having sole representation in the market potentially makes sense. For us, job No . 1 is for all our properties to be successful. I think we would be very enthusiastic for TMZ to have the most successful outcome. We’re not sensitive about what TMZ wants to do for the ad sales.

What is less clear, though, is TMZ’s future ownership. It might become wholly owned by AOL, which is currently building up it content sites with recent acquisitions such as MMAFighting.com and Patch Media.  This is all Armstrong would say for now:

As we separate from Time Warner, TMZ is one of the areas that needs to be discussed.

Armstrong didn’t think it’d be appropriate to discuss those options with Reuters just yet.

(Photo: Reuters)

Get ready for another big week of earnings, with Apple, Microsoft and Yahoo the highlights (at least in our world).

Interestingly, talk about both Microsoft and Apple has been pretty positive ahead of their quarterly results, despite the rancid economy. When it comes to Apple, whose stock has been among the best performers in tech this year, the chatter is about the new iPhone, which it launched in June to big fanfare.

“I think the key is that core consumer demand is there,” Hudson Square Research analyst Daniel Ernst said in a recent Reuters story. “There are lines for $400 phones. Clearly they’re well positioned, and when the PC market comes back, we believe they’re going to take significant share.”

As for Microsoft, quarterly results may not be so hot, but the company is lately benefiting from some upbeat buzz. Investors appear excited about the roll-out of Windows 7, talk has resurfaced about a possible deal with Yahoo (which also reports this week), and its search engine, Bing, seems to be making headway against Google.

Here’s how Todd Lowenstein, a portfolio manager at HighMark Capital Management, summed it up in another Reuters story. “There’s been a sentiment shift,” he said. “They’ve turned the corner in a lot of their businesses.”

We’ll know soon enough if so much optimism is justified. We could be witnessing a sea-change in technology, after IBM and Intel’s positive reports. But, then again, are we expecting too much? Are Microsoft and Apple setting up investors for disappointment? And what about Yahoo? Could negative comments from the web company about advertising prove a major setback?

Pay close attention. This is no week for the beach.

Keep an eye on:

• AOL’s Tim Armstrong is all over the media today, offering up bits like this in a series of interviews about the web company: “Advertisers are going to be driving to Internet Road and AOL is a major property on Internet Road.” (Reuters)

• The Boston Globe’s biggest union will vote today on a new contract — and it looks like it may be another close one (NY Post)

• Harry Potter shows no signs of slowing down, even at his age (Reuters)

(Photo: Reuters)

Some tech links to start the week:

I am seriously considering changing my byline to Zing, what with all the media attention a certain search engine is getting.

The New York Times looks at the ups and downs of turning brands into verbs. The jumping off point is Bing, Microsoft's effort at verbal one-upsmanship over Google, Twitter and over generic daily activities. The software giant must alter deeply ingrained computer habits to succeed. In the meantime, my original questions about Bing remain.

The more substantial news this week would be if Microsoft finally inks a search and advertising partnership with Yahoo Inc. It's not easy to overcome deal speculation fatigue -- it's been a year-and-a-half since Microsoft sought to acquire Yahoo outright, and a year since it dropped back to Plan B and sought out a more limited partnership deal. Boomtown reported Friday that Microsoft is down to a few short strokes away from signing.  Henry Blodget makes the point that Microsoft may have to pay up far more than the $1 billion it was offering a year back for such a deal.  Closing a deal now suggests renewed desperation on Microsoft's part after the paltry gain it received from Bing in June market share statistics for U.S. web search.

Beyond the personalities and the history that have kept Yahoo and Microsoft apart, there is the little matter of an advertising recession  that will delay any short- or medium-term rebound in either company's online advertising fortunes. AOL Chief Executive puts any resurgence in online advertising out to 2011 in an interview published by Reuters on Sunday.

UBS has published its quarterly survey of corporate technology spending intentions. The study of 100 U.S. and European CIOs finds these buyers slightly more optimistic about their budgets during the second quarter than they were earlier this year.  Among the more interesting findings:

• U.S. spending appears to be improving while European discretionary IT spending is declining.
• IBM and HP/EDS will take the lion's share of any increased spending by CIOs on computer service, while Accenture, CSC and Indian software services companies all stand to see far less.
• Only a handful of software companies can expect to see increased net spending in the next 12 months: Microsoft, SAP, Citrix and Oracle , to a far lesser degree. Out of favour are technologies such as security, software as service and voice recognition.
• Dell saw a big gain among buyers more likely to spend with it.  The Q2 survey showed 21 percent of buyers more likely to buy, up from 12 percent in Q1. UBS pins this increase on Dell's willingness to slash pricing.

The biggest surprise is the gulf emerging between the U.S. and Europe over plans to upgrade to the next version of Windows 7, due out in October, UBS finds. More than half of Europeans have no plans to upgrade to Windows 7, while closer to a quarter of U.S. buyers have yet to make plans. (Click to enlarge graphic)

(Images: Microsoft, UBS Research)

If you hear your coworkers muttering about Houston and mission control this week, there’s a reason.

With just days to go ahead of the 40th anniversary of the Apollo 11 moon landing, the John F. Kennedy presidential library and AOL have launched a brilliant website that simulates the voyage from beginning to end.

We choose the moon — named for Kennedy’s famous 1962 speech in Houston – recreates the moon landing mission with animations, real-time transcripts and audio between the cockpit and Mission control,and a wealth of other multimedia background information.

The site is full of social media widgets and gizmos, so you can embed a countdown timer on your computer or Facebook page and follow the mission chatter on Twitter.

At the time this blog post was written, Apollo 11 is in Earth orbit, prepared to commence stage 4 of the mission. The crew reports: “Our insertion checklist is complete and we have no abnormalities.”

More coverage:

• Moon-lovers remember Apollo with radio chit-chat
• Aldrin made strong case to be first on moon
• NASA launches probes to scout the moon

Here are some of the day’s top stories in the media industry:

TV Networks Fight Drug-Ad Measure (WSJ)
“Advertising costs are deductible to any company as a business expense. The plan being considered by Rep. Rangel’s Ways and Means committee would eliminate the deduction with respect to prescription drug advertising,” writes Martin Vaughan.

Big media seek 21st century business models (Reuters)
“Media moguls at this week’s Sun Valley conference have spent as much time discussing how to reconfigure business models disrupted by the Web as they have worrying about the weak economy,” reports Yinka Adegoke.

Zucker Says Marketplace Has Reached Bottom (B&C)
Ben Grossman writes: “NBC Universal chief Jeff Zucker said Thursday that while the overall marketplace is still challenged, he thinks it may have bottomed out. ‘It’s still quite uncertain and we don’t really see the full recovery we are all hoping for,’ he said.  ’It’s still tough out there, but I think we have seen a bottom.’”

The Financial Times and New York Times make further syndication deals (Editors Weblog)
“Both the Financial Times and the New York Times have announced their international syndications will include additional countries. The FT has confirmed content sharing arrangements with publications based in Turkey, France, and South Korea,” writes Christie Silk.

NBC Reveals Displeasure as U.S.O.C. Unveils Plan (NYT)
Richard Sandomir writes: “The head of NBC Sports said Thursday that he broke off talks in April about combining the Olympic channel that it partly owns with the one being planned by the United States Olympic Committee.”

AP Works Toward Universal Online News Format (Mediapost)
Gavin O’Malley writes: “The Associated Press, along with fellow non-profit The Media Standards Trust, on Friday unveiled a digital news “microformat” to effectively encapsulate the content and key meta-data of every news story online.”

In other news:

• Detroit Free Press exempt from latest round of Gannett layoffs (Crain’s)
• AOL: More Layoffs Inevitable (Business Insider)