Old power

摘要

If you believe the buzz, old media are dead, and the future belongs to new media. If you look at Oxygen Media, you reach a different view, for it is old media that will determine whether the firm succeeds. Oxygen Media is a model new media company. In an elegant play on the chemical symbol for oxygen, it launched its cable network on February 2nd (02/02). Rather than broadcasting to the masses, it focuses on a particular part of the population (women). It is neither a television company nor an Internet company, but a content company that will distribute its product across both media. It has a powerful celebrity (Oprah Winfrey) on board. It has one of New York's hippest offices, in the old Nabisco biscuit factory above Chelsea Market. And it has enjoyed a mass of hype.