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[Monday at NAB]
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Social Networking: Is Integrated Broadcasting Inevitable?
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by Cristina Clapp,
~ April 14, 2008
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VIDEOGRAPHY
“If you work for a media company, look out,” warns Josh Bernoff, vice president and principal analyst at Forrester Research and a speaker at today’s Super Session, “Social Networking and the Democratization of Broadcasting,” 3:30– 5 p.m. The session is sponsored by Level 3 Communications.
The session considers the current and future impact of social technologies on all aspects of broadcasting, from newsgathering to advertising revenue to audience size.
“Advertisers are shifting more and more of their money online,” Bernoff continues. Social technologies are “creating their own news sites — like Google News or Digg. The very idea of news is changing, as bloggers jostle with journalists for scoops. People take entertainment properties like TV shows and movies, rip them off the airwaves and DVDs, hack them and repost new versions on YouTube or Dailymotion.”
Bernoff, the co-author of “Groundswell: Winning in a World Transformed by Social Technologies,” joins keynote speaker John Gage, chief researcher and director of the science office at Sun Microsystems; Nick Desai, CEO of Juice Wireless; Dmitry Shapiro, CEO of Veoh Networks; and panel moderator Peggy Miles, president and founder of Intervox Communications, to discuss how broadcasting should respond to the new structures of social networks, Web video, blogs, forums, wikis and online communities.
As individuals increasingly depend on social technologies for news, information and analysis, these experts will consider how broadcasters should adapt their strategies.
Sun’s John Gage should know about adaptation: Sun has successfully developed an approach to this new business reality by integrating social technologies into a company-wide initiative, recognizing “The Network of You.”
This is evident in everything from Sun’s executive blogs and videos to wikis, Web series and forums. In fact, Sun asked the SEC to consider social technologies as a viable means of reaching investors and sharing corporate information.
Gage also is a frequent host on “Sun’s Digital Journey,” an ongoing series of Web-based multimedia programs that explore new and emerging technologies in their business, social, environmental and cultural contexts.
Juice’s Nick Desai, who co-invented JuiceCaster, the company’s mobile social broadcasting application, and recently launched Mobile Video Search (MVS) technology — enabling anyone with a video-capable cell phone to instantly watch videos on demand — will be able to provide insight on distributing video content and developing a mobile video strategy, while Veoh’s Dmitry Shaprio will share his experience with his company’s “Internet television network.”
Moderating the panel is Intervox Communications’ Peggy Miles, who founded and manages the digital broadcasting consulting company and is also the co-author of “Internet Age Broadcaster,” a book exploring the effect of the Web on the broadcast industry.
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