The internet has changed the world we live in dramatically in the last 10 years. This is a fact that no one would dispute. But many businesses are continuing to ignore some of the associated changes that this global connectivity has bought. No longer do the borders of countries matter to data, in that those of us with connectivity can share anything we like.
A business who started on the internet should know what this new world looks like and so should the older content businesses – they’ve had their chance to evolve. Newspapers are very different in many countries now, no longer are they part of the morning ritual and no longer do advertisers queue at their door ready to put up with what was typically a poor experience (ever tried to place a classified ad?).
TV broadcasters are now where newspapers were five or more years ago, and most are acting to embrace rather than fight, the new technology. “On demand” web sites from broadcasters in NZ now often show new content before it is delivered over the air to TV sets. They realise that people can and will get the same content from other sources if they don’t do this and that people want to watch on their own schedules.
The power has shifted away from the broadcasters to the content owners. If people are happy to stream content when they want they often care little for who is providing it. Why are we tied to a broadcaster who simply takes the video, inserts their own ads and then pushes play? As they face this issue they stick to their business model and protect it by forcing their consumers to jump through ever smaller and more restrictive hoops. Want to view this video or listen to this song – sorry, not in your country.
Because of the internet the technology to work around these restrictions is fairly easy to employ for many people. VPNs and DNS configurations allow ways to subvert the geo-blocking restrictions, and are being “consumerised” as apps that Mum and Dad can download and use. Technical changes and smart people will work around what the other tech and smart people create, until we get where we are now; legal threats.
Digital property needs to be recognised as being different from physical property. Theft does not harm the owner in the same way that stealing money or your car does. Yes, consumers should recognise someone’s work and effort and reward them, but consumers also shouldn’t be punished with huge fines due to the loss of a $5 movie rental.
We can’t undo the internet, it’s here to stay and we have to work out a way for quality products to fit into this new world. The new broadcasters (Netflix, Neo, Lightbox, etc) should accept they will all have very similar content and they need to provide the service on top of that to keep customers – not threaten them and split them up by location.
If we can’t work it out, then we might look back on this period and think the internet put a severe dent in human culture because everyone was chasing the money.