What will the media company of the 21st Century look like?

November 27, 2009

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.


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Jeff Jarvis, in his book “What Would Google Do?” suggests that Google is the first “post-media company” and that “small is the new big” in terms of media. Further, Jarvis suggests that future media must be “two-way and collaborative”.Content must certainly be repurposed for the web. And new models of monetization of this content must be refined before online media platforms truly subordinate the current distribution platforms. But, that is all happening fast.A.

Posted by Anthony Conforti | Report as abusive

Good and latest happenings and tend to go on these lines for survival, keeping intact and likely increased prospects for likely to get good and appreciable results.What you said in the end of this topic and read like this=In the future, we will have a great idea, they are going to able to get the content to consumers on their own or with the help of a brand, Thats what interesting to me ,is not only to you but also to all like minded thoughts to this subject.Here after, many well known companies products will be available in leading social websites,e-bay,amazon websites for mutual benefits.Generally saying, this is a appreciable signs for more viewers and will generate their income and profits.

Posted by krishnamurthi ramachandran | Report as abusive

Brands as facilitators is an intriguing concept when you consider their ability to move freely over media platforms without proprietary limitations. The potential reach beyond the brand’s existing audience is enhanced by effective PR/marketing campaigns and how engaging the content itself proves to be–a promising union of mutual benefit.Miles MakerTransmedia Storyteller and Visual Artist

Posted by Miles Maker | Report as abusive

These media corporations are in bad shape because the management and board of directors have no sustainable vision for this new environment. Google in the other hand is always experimenting and defining new income models some will fail and others will make a lot of money for Google. Good quality content always attracts customers. This content can be general information, news, movies, e-books, etc.PCs, Laptops, kindles, etc. will dominate the end user delivery process.A media corporation will not control what the customer will read because you can always click-away from bad content. Some newspapers are doing some interesting mix in their web sites, an example is http://www.miamiherald.com/ with a mix of news, casual reading and the ability to make comments.

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