Traditional / Social Media Convergence Phase 2
In a blogpost of mine from a few months ago I spoke about how social media and traditional media were quickly converging. But it seems that Twitter has now moved into the next phase, which is beginning to look like a full scale invasion:
- At the end of April Twitter hired a new head of their Canadian operations. No big deal except that she has NO social media experience but her previous position was head of TV programming for the English arm of the CBC (the Canadian national broadcaster). Definitely a declaration of intent IF I ever saw one! Her added value for Twitter is knowledge of broadcast, but more specifically, knowledge of the broadcast ad market.
- At the end of May Twitter launched Amplify, a real time mini video streaming service with some of the biggest names in broadcast. Basically a video ad service.
- And here you can see Dick Costolo (CEO of Twitter) talking about social TV and the “new” business model for Twitter.
I think maybe we see a pattern here… Twitter is clearly going after the broadcasters ad revenue. And it seems the broadcasters have no choice but to go along with it. But the real question for now is if this will just serve to slow the broadcasters long term decline (i.e. or if they are just dividing up a shrinking ad revenue pie) or if this marriage with social media can help revitalize the traditional media industry.
On the other hand, TV’s biggest enemy right now is YouTube and, maybe even more ominous in the long run, Facebook seems to be in the process of declaring open war on the television and video industry. Maybe we need to see this as a question of the television industry’s enemy’s enemy is its friend!