John Hagel writes:
randing in the traditional media business still remains largely with the talent rather than the intermediary. Few people go to a movie because of the studio that produced it, watch a TV show because of the network that broadcast it, buy a CD because of the music company that produced it or read a book because of the publisher that issued it. Magazines and radio are partial exceptions that prove the rule it is not accidental that these are the two traditional media businesses with the most micro-chunked content.
As content proliferates, this is going to change profoundly. The most powerful brands in the media business will be held by successful intermediaries that help to consistently improve return on attention for audiences. In the process, the nature of the brand promise will change in a profound way. It will be a massive opportunity for media companies that understand the shift in economic and competitive dynamics and that focus on the rebundling plays required to build these brands.