|Page (1) of 1 - 05/16/07||email article||print page|
Owning the process - Concept, Production and Delivery
Whilst the empowering nature of digital media technologies has long been lauded the trickle down effect of what was once the domain of expensive and cumbersome hardware to the uber-efficiency, flexibility and affordability of the laptop or desktop the celebration of this empowerment has for the most part been confined to production; the making of media.
The element always several steps behind however has been the final phase of the media creation triumvirate; Delivery. Independent, accessible, efficient, flexible and affordable delivery to mass audience (or at least the potential mass audience). The internet as an entity is not enough on its own, it's just the road not the vehicle; the airwaves but not the transmitter. Sure there's the much discussed YouTube delivery; open slather to all and sundry, but this lacks delivery sophistication or focus. It lacks respectability.
But the new generation of delivery models and mechanisms are quickly descending. Models that embrace the roadway of the internet but set upon it a highly functional vehicle for distribution that is wearing the hallmarks of sophisticated and polished content delivery for the digital age open and accessible to all who've got content to show.
Source:Digital Media Online. All Rights Reserved