Week 2

Similar thoughts come to mind as the previous week when reading all the recommended articles. It appears like the Web is diverging into two different pieces: content and distribution. I would initially expect to see content owners lead - since they control the content they would be able to direct consumer mediums for obtaining such information. Content would be directed in a way that is best suited for the content provider. However, it appears that the web is transforming this norm. New mediums for sharing and collaboration have enabled websites, web video, and mobile tools. These tools have the ability to shape distribution channels based on customer wants or desires. As new channels are shaped, content owners begin to understand the opportunity and partner with the distribution channels. Some content owners have began to be late addopters and look to develop their own distribution channel that mimics existing channels made by distribution experts.

One medium that I am most anxious to see play out is the battle with video. New distribution channels such as internet television have undermined classic distribution which share the same backbone. ISP providers typically get revenue from cable services for customers as well as internet fees. Now that media is becoming more customized and available through the web, more and more people are opting out of cable contracts and moving exclusively to internet television. Some devices such as Google TV have struggled because of the crossfire between the two distribution channels. I think you will see further consolidation of ISP providers with content owners (think Comcast + NBC Universal) in order to fight the rise in web content distribution.