The Panel on "Following the money" provided one of the best reviews of our revenue landscape (public broadcasting online) I have seen at any time. It featured three straight shooters: Colby Atwood from Borrell Associates, Barry Parr from Jupiter Research, and Rafat Ali, the principal of PaidContent.org.
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Parr had not quarrel with the broad movement of dollars from traditional media to online--but he feels that public broadcasters are poorly positioned to take good advantage of this trend. Our traffic is too low and our organizational culture is wrong. He took much of his mic time to urge that we build on the membership model. Speaking directly to public radio types, Parr strongly recommended that stations and networks use online service--especially streaming--as a membership benefit.
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Ali also suggested a proposition that all of us should take to heart: people like Gather.com (and others) are going to build on the social networks that are embedded in the audiences for public broadcasting. In his view, there's nothing wrong with that. It's going to happen. The question is: who's going to own those properties and benefit from enabling those relationships. If we (pubcasters) don't do it, someone else will.
Talk to you soon,
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