- Jay Maharjan

Though this was my first time attending CES, I had a fairly good idea of what to expect. I knew the world’s largest trade show with 140,000 people attending from around the world would be overwhelming. My interest going into this event was mainly focused on learning where the industry stood in terms of producing measurable content for online and mobile devices. I also intended to assess objectively the maturity of processes and mobile devices to deliver digital content over multiple platforms.

(Online) content will be king!

When it comes to creating, distributing content on the web ( though there are some serious Hollywood heavyweights like Tom Hanks who have committed to produce web television shows ), producers are still unsure if the platform has matured enough, or is ready for monetization. The common sentiment among the industry experts is – content developers and advertisers are playing ‘chicken and egg’ game, both waiting for the other party to take the lead. Advertising dollars will spark interest among content producers while advertisers, pay per online view subscription models are passively waiting for the advent of the strong content.

2012 should see a mature market where content and monetization will be measured more effectively. For content development, digital distribution model to scale, measurement will be key. Another aspect of distribution is, with variety of device manufaturers emerging, strong communication between device manufactures and content developers will equally play a decisive role. This way both parties can maximize their profits, further escalating the growth of quality content.

I liked the assessment of an old cable industry executive attending the event – that digital distribution of content on multiple platforms is going through the phase what cable industry went through some twenty tears ago. TV is not going away. But, if strong value can be added to viewers’ TV watching experience, there will be additional strong market for multiple viewing devices, as well as for additional demand for viewer requested digital content. There seems to be a common sense of agreement that 2010 was the year for testing web videos, whereas 2011 saw online videos coming of age and 2012 and beyond will see real business model to measure web content (videos).

No body knows what is in store in the  foreseeable future. It is understandable that there is strong optimism for quick monetization within the digital vertical while traditional media developers, promoters downplay the hype. Bruce Rosenblum, President of Warner Bros strongly feels that the greatest eyeballs and subsequent source for ad revenue is still traditional network television model and will stay that way in the foreseeable future. But, if history is of any guide and if digital distribution model (with the help of innovative technology, value added viewing experience enhancers ) can win hearts of the viewers, the studio heads will surely be the first in line to recognize, adapt the new medium, revenue model.

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