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Nailing the Problem, If Not the Solution June 6, 2006

Posted by David Card in Media.

This is a great, great quote. This is it, in a nutshell, the dilemma MSM faces with viral content:

    “These viral sites are interesting to us in instances before a show becomes an asset and we are trying to expose it to people,” says John Miller, NBC’s chief marketing officer. “Once something becomes a hit it’s a different story. Our interest here is generating revenue for ourselves.”

My first reaction to this story in the Journal was “why are they letting the lawyer talk before the marketing guy — that’s the problem.” Then I thought “ouch, NBC et al are doomed, unless they can make clips available with embedded ads or links.” That might be one tactic, but the dilemma is a real one: Harnessing the force without wrecking the business. The answer? Oh, that’s about a couple years’ worth of Jupiter-Kagan research.

BTW, the story says NBC isn’t going to put its logo on clips it distributes via YouTube, so they remain “illicit”-looking and “cool.” That’s just so sad. And dumb.

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