MTV was like an underground movement led by rebels & rock stars.
The same thing is happening now with Web TV and streaming video; Though don't expect to see a TV campaign pushing for it. At least not yet.
More than two years ago I cut cable and moved into the web TV world. What was a bit rocky at first is now a more intuitive TV experience than ever.
Technology can change a lot in two years. And not too long from today, our current Television format will seem archaic. The entire system is wrong.
Think about it: The network buys a show; it's produced. It airs. Did you catch it? Nope? Well too bad it's already aired. (And then networks wonder why first-run viewership is down, and then cancel the entire show.)
Web TV gives the shows a chance, gives users a chance to watch the content. Without force-feeding it down their throats. Because it's on the user's schedule, not the network's.
But it's almost crazy to think Netflix will topple the entire cable landscape. There is a more likely scenario.
Netflix and its future competitors will force cable and premium cable companies to overhaul the formula and its pricing structure.
Which will result in a Hulu-Plus-like TV experience.
I'm starting to believe the future of TV will be a mesh of live content and on-demand offerings. A show may still premier at 7pm EST, but it will be available on-demand after it's aired.
Where will the content come from? A network? Or Netflix? Yes and yes. Netflix, or something like it, will still exist in 10 years. It'll be the new HBO.
Comcast-like cable will be delivered via the Internet, featuring both live and on-demand programming. And the rates? Much lower. Greater value in the eye of the customer.
What sets Web, or streaming, TV apart is on-demand content. All access. Including full seasons of shows, from the first episode to the last.
What that means: more viewers for the content and the advertising. An almost unlimited shelf-life. But the ads within the content could be updated at any time.
Will this really happen? Well, Comcast began testing IPTV at MIT last year.
What it means for advertisers: proof. Like Google analytics TV.
A recent article from VentureBeat echoed my statements, also suggesting that a web-tv future would not only be more user friendly but would also make the current Nielson rating system obsolete. Allowing networks to evaluate not only viewership, but comments, likes, and other activity over a period of time.
As I've said all along, products, more info and purchases will be only a button-click away.
It's a monumental time for TV. If cable is scared now, this could very well be the calm before the storm. They'll be forced to change. Or fall into obscurity. Like a stagnant MySpace, ignorant to the startup that would become Facebook. Cable better adapt its structure and pricing soon, before subscriptions drop.
The MTV movement was iconic.
The commercials urged viewers to call their cable company and say they want their MTV.
Put to a catchy tune, it hit the airwaves. And it worked. We're in a similar scenario with Web TV and streaming video. And the cable companies will again get calls.
Though this time the callers won't be begging for MTV.
They'll be calling to cancel.
