Issue link: https://digital.copcomm.com/i/713016
28 S U M M E R 2 0 1 6 C A S Q U A R T E R L Y This is significant because power has shifted. Anyone who acts as a curator can earn money for having an audi- ence. That essentially makes them a distributor—whether they are curating content as a business or for fun. It doesn't matter if it's a billion-dollar corporation or a kid with a webcam making YouTube videos. If you've got an audience paying attention, it's potential business. The power of tracking users A recent study showed that most consumers (60 percent) will provide personal information to get recommendations more tailored to them. Platforms are now designed to col- lect and interpret user data for that purpose. "In doing so, [platforms] are building the relationship with the consum- er … they are building trust. People reward relevancy, and big data helps deliver the entertainment people want." [3] Netflix, for example, tracks "events" when you watch, such as: > When you pause, rewind, or fast-forward > What day you watch content (Netflix has found people watch TV shows during the week and movies during the weekend.) > The date you watch > What time you watch content > Where you watch (ZIP code) > What device you use to watch (Do you like to use your tablet for TV shows and your Roku for movies? Do people access the Just for Kids feature more on their iPads, etc.?) > When you pause and leave content (and if you ever come back) > The ratings given (about 4 million per day) > Searches (about 3 million per day) > Browsing and scrolling behavior > Netflix also looks at data within movies [such as credits]. Some have figured these characteristics may be the volume, colors, and scenery that help Netflix find out what users like. [4 - This section is all quoted from this article.] Viewers are getting more content that they like. Curators and platforms are building trust with their followers/ viewers; advertisers can more easily and efficiently reach a tightly targeted audience. Anyone can be a media company Companies that formerly turned to traditional advertis- ing are moving into media creation to find customers. "The battle for the consumer's attention has become brutal, and requires new strategies and capabilities. Companies have recognized these developments and are reaching the same conclusion: We all have to be in the media business." [5] For example, Marriott and Red Bull now have pro- duction companies creating original content (Marriott through its "Content Studio"; "Red Bull Media House" is in Santa Monica, CA). David Beebe, Marriott's VP of Global Creative, said last year, "We are a media company now." He continued, "First and foremost, [the goal] is to engage consumers. Get them to associate with our brands, build lifetime value with them. Content's a great way to do that." [6] It's working; Red Bull has more than 4.7 million subscribers on YouTube. Why does it matter where media is going? For those of us who have been in the professional media market for some time, we established ourselves working under the old distribution model. Our work is sourced from established production companies, film studios, tele- vision networks, or through people/companies who have relationships with them. We're probably viewers of online content, but not paying attention to the shift that's hap- pening behind the scenes—one that's affecting where our work is sourced from. Today, a "media" brand isn't known for one medium anymore; any platform from Reddit to Yahoo! to The Huffington Post could be writing original articles, report- ing news (written or video), creating videos or podcasts, or even producing or recording music. Television studios are building apps and streaming content through their own platforms (Fox Now, CNN Go). In 2017, CBS All Access is planning to distribute their new Star Trek series online only. All of this cross-media content has created a need and demand for audio technology and skilled workers. At the same time, since distribution channels are evolv- ing, the flow of advertising money—and their budgets—is Television studios are build platforms (Fox Now, CNN G new Star Trek series online and demand for audio tech Television studios are build platforms (Fox Now, CNN G "