I have been following the free content debate for a while and have previously discussed the issues with it here. I am particularly struck with the idea of new business models. A lot of the discussion was how the internet ‘levels’ the playing field. While I think in theory this may be true, in practice it isn’t. A better way of saying this would be: the internet could level the playing field. Here’s where the challenge lies:
1. People only buy ‘popular’ media online.
I think the idea of the Long Tail has promise. In fact I have it in my lectures. You could argue that the internet is another culture with it’s own ideas on what the mainstream is, what the 80-20 rule constitutes and what they like. The mainstream internet, things that grow to popularity on the internet, should be considered in context as being part of internet culture. You can’t compare what becomes popular on the internet to what is considered popular on television for one very good reason. They are two completely different mediums. This becomes obvious when you look at how poorly the transition to the internet fiction has had. It’s still stagnant, backwater or very very obscure. That is internet culture. A question for artists, business people and the like is: how do internet cultures buy and sell? How do I tell a story on the internet and support myself as an artist without losing heart? The long tail explains the possibilities but doesn’t give us the pragmatics.
And this is my biggest problem with the ideas of internet business models. It’s still geared towards the mainstream, just a different one: internet culture mainstream. We have heard the mantra connect with fans and give them a reason to buy yet how do we find fans with no money? What if you are selling something that’s unappealing to internet culture? Then what? This is what we need to learn. And I am not saying that there is no long tail effect there is, my point: How much of that is simply because the internet contains so many interlocking cultures? Can you compare the apples (TV) with oranges (internet)? Probably but the shape, tastes and sizes of markets are completely different. We need to look at it differently.
2. The internet could level the playing field but you have to realise it’s another field altogether
My second and final point is that the internet creates the potential for disintermediated content to become popular because it’s the internet. Something that’s popular on television may or may not become popular on the internet. We really need to spend more time looking at internet trends and usage before we can make the claim that it levels out the playing field.
We need new business concepts not just models
I think a way forward for internet business ideas is good quality research. In the days of e-commerce all we had was Michael Porter on the internet. What we need is better thinking. I am personally hoping for this but seeing precious little more than the free culture versus copyright debate. New ideas not the same old crap.
*Note: I am not sure this makes sense. I am absent of mind at the moment. Feel free to comment (constructively).
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