Internet TV 'needs new paradigm' to succeed

摘要

Internet television needs to embrace a new paradigm based on social interactivity if it is to prosper, according to a report from the UK consultancy Futurescape.rnThis paradigm, which Futurescape christens "WeVision", involves targeting specific niche communities with new forms of original content that are native to the Internet rather than copied from traditional broadcast television.rnThe model also addresses one of the key problems faced by players in the content industry today: piracy. As the report notes, "unlike video content, the experience of social interactivity cannot be pirated."rnThe Futurescape report, WeVision: the four steps to online media success, says that mass-media organizations face serious challenges in making the transition from "legacy businesses to digital" and that "nowhere is this more evident than with the struggle to identify the future of television programming on the Internet."