iMedia Connection Blog

The traditional understanding of how video content exclusivity worked went something like this: producers sold exclusive content syndication rights to the content distribution network that offered the highest bid; the network in turn made millions in advertising for being the single-source of this must-watch content. But what happens when the audience no longer goes to a single source for content? We’re living in an age where audiences expect content on demand from a variety of sources (cable networks, websites, blogs, apps) and devices beyond regular television (computers, smart phones, tablets, game consoles).  Does this mean that exclusivity simply goes away, forcing the producers and aggregators to say goodbye to revenue and embrace the free exchange of content instead? The obvious answer is no. Content exclusivity will not go the way of VHS tapes. Instead, it will evolve to something much better, where everyone, including audiences, benefits.
The Exclusivity Predicament
To better understand our current predicament, let’s consider the 11-season hit television show American Idol. When it began in 2002, it was likely the content owner Fremantle Media sold American Idol to FOX for offering the highest bid. We, the consumers, then tuned in every Wednesday night, hungry to meet the next pop... Read more