Media 2.0 Roadmap

I have been thinking a lot about 'Media 2.0' lately. So I quickly wrote up a roadmap from the distant past media landscape to our near future opportunities. I'd love to hear your thoughts.

Distant Past (Local Radio Stations)

• Distribution: Costly, via radio towers and dedicated ‘wireless’ receivers
• Content: Local news and radio plays
• Advertising: Local sponsors
  

Past (National Radio Networks and TV Networks)

• Distribution: Costly (via radio and TV towers, TVs and Radios)
• Content: National shows targeted at demographic groups
• Production: Costly
• Audience: One way broadcast from the top to the masses
• Content: ‘What’s popular’ (as decided by editors) is on the air – segmented by broad demographics
• Advertising: Local and National sponsors
  

Recent Past (Internet – Web 1.0)

• Distribution: Cheaper (via modems and PCs – unstructured content in HTML)
• Production: Costly (in terms of time and skills)
• Audience: One way broadcast from the top to the masses – now also on the web
• Content: ‘What’s popular’ (as decided by the editors) is on the air – segmented by more niche demographics
• Interaction: Interest groups and communities trapped in silos
• Advertising: Local and National advertisers splitting revenue across web, tv, radio.
  

Now (Internet – Web 2.0)

• Distribution: Mostly Cheap (existing TV, Radio towers and across multiple devices using the Internet – structured content via RSS)
• Production: Cheap (just click publish on your blog)
• Audience: Two way participation within the audience (‘the bottom’) with democratic editorial control in the grassroots
• Content: ‘What’s popular’ (as decided by the audience) as measured using services like Technorati, TechMeme and Digg etc. Segmentation in the mainstream continues by more thinly sliced Demographics)
• Interaction: Interest groups unbound by silos (due to RSS)
• Advertising: Context sensitive Ads targeted at the page – served by Google, Yahoo and Microsoft
  

Coming (Media 2.0)

• Distribution: Cheap (across multiple devices using the internet as the ‘universal pipe’ – structured content via RSS). Aggregation is the main user interface.
• Production: Cheap (just click publish on your camcorder and mobile phone)
• Audience: The audience is gone, only participants are left: Two way participation with all stakeholders and democratic editorial control of what’s on the web and what’s on the air
• Content: ‘What’s popular’ (as decided by the participants and measured by services like Technorati, TechMeme and Digg) is played on air. Segmentation by niche interest groups.
• Relevancy: With hyperchoice, ‘What’s personally relevant’ becomes far more interesting that 'What's popular' – Audiences of one.
• Advertising: Ads targeted at the individual – served by aggregators