col·labo·rate (kə lab′ə rāt′)
1. to work together, esp. in some literary, artistic, or scientific undertaking
Almost 13 years ago I recall evangelising to various groups of top BBC exec producers, writers & creatives that the internet is an important new medium. “Lets be clear” I would say “audiences will have unlimited choice not only to watch what they want, when they want but to create content themselves for each other. You will need to change your relationship with them and find ‘time’ for this new relationship, to make any kind of impact in their lives in the future”. Time is the operative word. Is there time to win audiences back? Do you have time to spend collaborating with them and creating meaningful vs flash-in the-pan viral, transmedia content? Is there time before you become mostly irrelevant? I am still saying the same things to today’s generation of producers.
Traditional providers – it’s very simple. You no longer control distribution or dictate what gets consumed. Apart from a few mass produced, live, appointment to view episodics, reality shows & hyped box office the rest is in competition with people-produced, personally relevant media & conversation.