Lloyd's Challenge

There's a good piece in today's NY Times about Lloyd Braun's efforts to create compelling programming at Yahoo.

Early in the article there is description of Lloyd's mantras:

"more immersive," "more engaging," and most of all, more "original programming"

My initial reaction was, "that's not going to work".  Original programming isn't really what the Internet is all about.

But as I read on, I learned that Lloyd's job is to:

invent a medium that unites the showmanship of television with the interactivity of the Internet. Find a way to combine the best of Hollywood's talent with the voice of the masses

That's more like it.  The voice of the masses is what the Internet is all about.

I'd urge anyone interested in this stuff to go read the article because its quite interesting.

Lloyd's challenge, and the challenge of anyone coming from the traditional content world, is to forget what they learned about original programming.  That's not where its at on the Internet.

The challenge is all about how to take the work of the masses and assemble it into compelling content.  The company that figures that out will do very well.

A good first step is "Blog for Hope," a series of celebrity blogs about coping with cancer that Lloyd's group is launching this fall.

I'd love to see more stuff like that.

Comments

[jackson]

Celebrity blogs, soon to come Bradandangelina.blogspot.com, and then reality blogging, the Surreal Blog, and So You Married A Millionaire Blogger. Not convinced.

[Rick]

Yahoo needs something original because eventually the newspapers are going to wise-up and quit the partnership.

[Mark Sigal]

I tend to agree with Rick's comments that it feels like a matter of time before old media gets wise to the fact that not only are they giving up primo online real estate by partnering with Yahoo, but that Yahoo's business model is inherently disruptive to them.

All that said, agree with your take that the challenge is less for Yahoo to come up with "original" content and more about crafting participatory entertainment models that leverage some combination of user generated content and "out of band" content aligned services.

News Corporation seems to be an island unto themselves in getting this one.

For what it's worth, earlier this year, I wrote a post called 'Middleband Channels: Television content-aligned services' that envisions this category of services. Here is the URL:

http://www.oreillynet.com/pub/wlg/6263

Mark

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