No matter how you measure it, TV is the world’s most important medium. It generates more advertising dollars, more cable and satellite subscriber fees, and more physical media purchases than any other medium, such as radio and music, newspapers, and magazines. It occupies more time — typically 28 hours per week for a typical American — than the other media as well. And its cultural impact is immense, transmitting normative cultural images around the world and painting a picture that captures the imagination of teenagers in Tuscaloosa as well as terrorists in Tikrit. However, it is time to bury the old notion of TV in favor of a new form that will reign as king of all media – OmniVideo.
OmniVideo is bigger and better than TV in four ways:
1. Displays on many devices. OmniVideo recognizes that people can watch video on many devices today and many more devices in the future. Importantly, not only can they view video on many devices, but you will be able to move video made for one device to another as you wish, not as content owners or network administrators dictate.
2. Can be made by anyone. The point of OmniVideo is that it won’t matter who made the content: If you like it, it will be available to you anywhere, whether professionals produced it or your child’s kindergarten class did.
3. Is never finished. In an OmniVideo world, gone will be the days in which a producer of video content pronounces any cut “final” and drops it into its broadcast slot. Producers will gradually loosen the reins on their content, allowing for powerful remixes and commentaries that will make even the oldest content perpetually fresh to its fans.
4. Multiplies itself. People will spend more time with OmniVideo than they did with TV, they will spend more money on devices to watch OmniVideo, and advertisers will have more opportunities to reach people with their messages through OmniVideo than with TV.
The rise of OmniVideo means the rise of the power and influence that video has in daily life for viewers and for the industry.
Source: Forrester Research, 17 June 2008 report, “How Video Will Take Over The World,” by James McQuivey, Ph.D.