Digital media explodes in supply

The Gist

As the infrastructure of the Internet has been solidly put in place and the tools to create digital media dropped in price and in skills as a barrier to entry, the supply of digital media has exploded. Think YouTube, Podcasts, etc.

Origins

• Digital infrastructure has been put in place, is robust under normal circumstances and is increasing in scope.
• Digital content creation capabilities drops in price and skills required: capture tools (hardware: digital cameras, etc.) as well as content editing tools (software: the Apple iLife suite for example)

At Stake

Strategy: shakes the media industry value chain; impacts all media components in other industry.

Marketing: death of traditional advertising; rise of social media.

Corporate: has to be taken into account for all KM and internal marketing efforts.

Actionable ?

To be updated.

References

Umair Haque’s work (blog 1, 2, 3) is seminal as well as John Hagel’s one.

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