If you look at the Internet, it's been hard for a lot of the traditional media companies to launch viable brands.
Sentiment: NEGATIVE
There are not that many new media brands you can say that about nowadays.
Every brand has something on the Internet, whether it's video or doing something on social media. It's just another form that brands are starting to realize they have to be a part of.
I think that the entertainment industry itself has a history of chasing success. Any time a hit product comes out, all the other companies start chasing after that success and trying to recreate it by putting out similar products.
Big media companies have lots of money and content, but they have no way to tap into a good base of users.
Making media companies that you hope to sell is not a lot of fun for anyone who cares deeply about making media.
The world is changing. Networks without a specific branding strategy will be killed. I envision a world of highly niched services and tightly run companies without room for all the overhead the established networks carry.
Everything seems set up for success in digital journalism - money, eyeballs, software, brands.
The American media produce a product of very poor quality. Its information is not reliable, it has too much chrome and glitz, its doors rattle, it breaks down almost immediately, and it's sold without warranty. It's flashy, but it's basically junk.
As we've come along, we've educated our audience, getting them to understand that brands do not compromise entertainment. For us, they enhance it. They enable it.
Traditional media brand advertising is 65% to 70% spend; online, it's like 28%. You've got a huge margin.