Apple may have just successfully circumvented cable and satellite with code name: "iTV"!
Apple may have successfully circumvented traditional cable and satellite networks by bringing interconnectivity of personal media to the living room. This is something Microsoft has been trying to do for quite some time. Job's success with the marketing and sales of the ipod coupled with the fast growth of podcasting has led to a new organic audio and video marketplace that doesn't rely on traditional distribution sources. Combined together the iPod and podcasting will now effectively become its own independent free internet cable network, thanks to Apple's iTV due for release in Q1 of 2007 for $299.00. With a direct link to the living room of potentially 50 million iTunes and iPod owners, the market for podcasting should become extremely competitive and begin to resemble traditional cable and satellite networks in the early days. The very noticeable difference being that podcasting will allow independent producers and individuals to compete in a market with corporate giants where theoretically anyone who develops programs or content that is popular enough can place sponsorship and begin earning revenues from their subscriber and viewer base. These podcast markets have started developing over the past year, and the audio market is beginning to build a solid foundation. The video podcasting market is really non existent so far. There are independent podcast producers and corporate giants who are placing existent sponsors into podcast placements deals; however there is no viable open market yet to develop for independent and individual podcast producers; like some suggest "ad sense" did for Google and Ebay has done for everyone. As these markets continue to grow and evolve, and as media buyers begin to allocate more of their budgets for podcast and video over the net placement, we will see the first step in the segmentation of mass media into geographic and niche markets as so many people have spoken of. The same way Apple put podcasting on worldwide radar last June with its integration into iTunes; "code name iTV" will change the development and distribution model for media moving forward. The actual product will have to concentrate on the clarity of the picture that is received on the TV set, because this will be the most scrutinized area for users. The concept of integration is a fantastic; it's just the speed of the technology that will make the user doubtful if at all. With the track record of Apple media related products, I imagine this device will end up surpassing initial expectations, eventually becoming a regular fixture in 5-10% of homes across the US in the next 14-18 months. The hardware works with iTunes which works on a PC or a Mac so the market in a sense, is gigantic. In fact you do not even have to own an iPod to use "iTV"; it works in conjunction with your computer and an 802.11wireless connection. This gives the device a reach into 90% of the homes in the United States with broadband internet connections. Again I see a new era rushing towards us for segmentation of markets in media. Whether these markets are new or fragments of existing ones, they present potential for a wide array of new media ventures in a social media web 2.0 world.
What I Want Podcasting specializes in the commercial application of these technologies for corporate business models. They work with the Real Estate and Home Building industry, Travel, Medical, Concert, and Health & Fitness. They help these industries utilize technologies such as podcasting and video over the internet to enhance current business models.
Clients in 2006 have included Taylor Woodrow Homes, Air Jamaica Jazz and Blues, and Baptist Hospital South Florida. Contact media@WhatIWantPodcasting for more information.
Ryan HOback is Founder of What I Want Podcasting nad Motivated Entrepreneur, Inc.
He helps develop the commercial applications for podcasting adn video over the internet for commercial industries, such as Real Estate and Home Building, Travel , Medical, Sports, Entertainment, and more.
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