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I have been deliberating in my head content delivery for some time knowing (obviously) that the future of media lies in mastering this medium. But, a recent article by Jeff Jarvis on Tivo really made the point clear to me. He said, “Proving the point that the future of media is not distribution, it’s aggregation…”. This is an excellent statement. The distribution model really is the same regardless of the medium used. Granted, different mediums offer their respective differentiation factors but at their core it is a model for delivering content from point A to point B. Thus aggregation of media is where we should look to for innovation. We have seen it with content distribution on the net as we went from blogs -> RSS distribution -> RSS readers -> meme trackers -> opml. Aggregation models have been built on top of aggregation models which can be distinguished as independent distribution models.

So, consider aggregation as a layer to be built on top of distribution models. I think ‘big media’ needs to look into aggregation rather than delivery and maybe they can be creative in the creation of a new advertising revenue model for video. Jeff is right, everybody is a network. Sounds like an interesting model.

tags: media, advertising

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