Traditional broadcasters are struggling over how to retain audiences as the web eats into TV viewing. While some like Fox and ABC are investing in internet video portals, CBS has switched tactics. It has realised that it needs to make its video as widely available online as possible, rather than keeping it within its own website.
It has admitted that its video broadband channel called Innertube has failed and instead it is going to syndicate its entertainment, news and sports material to as much of the web as possible. In the words of Quincy Smith, president of CBS Interactive:
We can’t expect consumers to come to us. It’s arrogant for any media company to assume that.
Other forward-thinking broadcasters have already moved in this direction. The BBC, for example, has a channel on YouTube.
Broadcasters can no longer rely on people coming to their TV channel or website. Instead they should focus on making their content as accessible as possible. What matters is that people watch your video. Whether they watch it on CBS.com, YouTube or a blog is irrelevant.
The internet undermines the established one to many model of TV distribution, replacing it with a many to many model. Smart media organisations should be looking at ways of exploiting the new opportunities this offers, rather than taking a TV model and transplanting it to the web.
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