Repurposing and mash ups of Advertising/TV/movies/music on the web
Is the repurposing of Advertising/TV/movies/music etc on the web in original form a sustainable medium/business and in fact will it result in negative sentiment and unfavorable WoM? Yes – especially if the powers that be issue cease and desist orders when users mash up content. Isn’t imitation the highest form of flattery and a complement? Doesn’t the brand want to get noticed? Yes if it is limited to just the one to many distribution form. Yes if it plays on the wrong platform. And yes if the media consumption habits of the audience are not aligned with the “here it is on many screens” distribution offerings. Yes the consumer may be given choices (aka control?), but the quality and experiences are very different across platforms.
I understand the issues of the artists getting paid, however in today’s age of liberated content, is this part of what they get paid for up front? Or should they also get a piece of what others, make off of segments of the content they created initially?
When you look at what people consume, where when and how, most repurposed intact content does not lend itself to the web. While content consumption has evolved as broadband has become more ubiquitous and pc usage has increased across all ages, the online consumption has been REALLY different for certain age groups – I say age as opposed to demo for a specific reason which we can and am sure will discuss more – I sure will. Spheres of interest based on heuristic and psychographic elements around core interest and ancillary spheres of interest/passions, coupled with media consumption habits are far more relevant in determining what to do with the content. E.g. – what about providing the movie in segments and giving people the ability to mash up the content with alternative text, music other add-ins. People still talk about the mash up of XYZ movie, or “have you seen the spoof on XYZ movie” etc. Copyright is a huge issue because of the old world distributor/studios copyright stance and of course the issue of the talent getting paid. The buzz would in some respects create more brand awareness and consumption. Indirectly are they reaping the benefits anyway?
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