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Digital Video – What if Network and Cable TV Disappear? (Part 2 of 2)

Television disappearing? Not likely.

If you read the prequel to this post, which addresses the landscape of digital video, you’ll know that I agree with the sentiment that digital video should be considered a standalone medium, mostly focusing around mobile technology, and not an attack on television as we know it. Can I predict the future, or even a “Video Killed the Radio Star” reaction to its growth? No. Nor would I try with the way digital video and streaming services are going.

What I’m excited about is the possibility digital video and streaming services present on the road to reaching my client’s target audiences. Some might consider this “new medium” as causing fragmentation among networks and traditional conduits of news programming, but I think it’s a great way for us to reach audiences with very tailored, specific content that is highly valuable to the viewer.

Most importantly for PR pros is to get in the mix and figure out what’s going on. Insert yourself in to the landscape and consume content from all mediums. Figure out where content is being repurposed, where crossover is happening with newly formed partnerships and what angles are being used to differentiate content as it’s being repurposed.

We’re at a crossroads here and it’s exciting. I don’t think television will disappear, but content available at our fingertips is definitely shaking up the landscape, and it presents huge opportunity for expanded reach.

What do you think? Have you ditched network TV yet for streaming services? If so, what service? Did you make a clean break or do you still have a baby toe in the water? Talk to us here or on our Facebook page.

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