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Media 2.0

Posted by Mark Spates on November 20, 2008 at 11:00 AM PDT

Over the weekend I was thinking about the media landscape overall [radio, print, TV, online] -- looking at where we are today and the logical evolution for each platform. The underlying theme for all platforms when it came to evolution was continued socialization of each medium. Which is a no brainer when you think about it. But it hit me that we are moving from Web 2.0 to Media 2.0.

This is a good thing. It's the first time that an online media approach has driven the other established mediums not just to take notice, but to strategically figure out how to integrate an online philosophy into their everyday approach and touch points with consumers.

Web 2.0 has always been criticized for its failure to generate revenue in-line with the innovation and enormous amount of inventory it generates [see MySpace, Facebook, YouTube, Twitter, etc.] But the approaches these companies have introduced to the marketplace are very consumer focused and bring people together around topics, relationships, passions, etc.

With that said, Media 2.0 will focus on the monetization of the Web 2.0 approach based one major observations from my end:

return on investment: in a tight economy, media companies will have to look for new ways to create potential growth revenue streams and most will look to build on what is currently working with consumers in the marketplace. Web 2.0 is still the prettiest girl at that party.

There is a lot more thought around this subject but my goal was just to get the conversations rolling because this will evolve into something bigger than anyone can conceptualize at this point. The interesting thing to me is that the one thing Web 2.0 cannot do well will be the reason for Media 2.0 becoming the default user media experience...Monetization.

Media 2.0 = Web 2.0 + Monetization

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