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Mainstream Media’s Success
by Andrew McCaskey
It’s Not Dead
And it proves it in the reach and growth that was reported by Twitter. Nothing else could have delivered a 33% growth in members at Twitter in a month. The coverage on CNN (particularly on weekends), NPR and NBC virtually insures that the public at large is at least aware of the service. And now only aware, it is incorporated as an integral part of the programming.
From a CNN perspective, it’s a way to engage viewers and provide inexpensive programming at the same time. It provides a realtime link to breaking events worldwide, and best of all it’s delivered to CNN at almost no cost. The masterful iReporter system is being copied by local Television stations as well – for their web presence if not their on the air copy.
So far, this has been “embrace and leverage” as opposed to “embrace and extend” in some mode that would try to press things back into a more conventional delivery stream. With millions of viewers craving their fifteen minutes of fame, there is no shortage of raw material coming in. The only question is if and how CNN and other news outlets verify the information coming in to them before it goes to air and has the endorsement and brand authority that they have worked over twenty five years to build.
I wonder how long it will be before a major networked gets Pwned or punkd during those fifteen minutes of fame.
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