Google and Yahoo expect a flood of digital media contentSeptember 22, 2005 
Unless the trend reverses 180 degrees, Google, Yahoo and Microsoft all expect a flood of digital media content directed at the consumer. However, even though all major search engines today know digital media content is coming rapidly, Internet companies are anything but sure how the consumer will respond or just how the consumer wants to receive all that new content. "We're all trying to figure out how to marry the content with technology," said Jennifer Feikin, director of Google unit Google Video. She made the comment at the Digital Hollywood trade show in Santa Monica, Calif., an annual event that draws several thousand hard-core techies. The three-day event -- focused on Hollywood, the digital consumer and what's ahead -- ended Wednesday. Others on Feikin's panel shared her view. "The consumer will drive how this technology will be used," said Blair Westlake, corporate vice president of Microsoft's media/entertainment & technology convergence group.  "It's not that we invent the technology and find an audience for it, it's what the consumer wants and do we have the technology to provide it." Part of the challenge, he says, is the divide between the over-30 and under-30 age groups. The younger audience grew up with PCs, handhelds, cell phones and the Internet. Those over 30 didn't. "The younger consumers will have very different habits than us," said Westlake. Gone are the days when viewers watched a TV show only when the networks chose to play it. That was also true with music and radio. Inventions such as TiVo, Internet broadcasting, podcasting and wireless tools let people get their information and entertainment when and where they want. Most online content is free, aside from dial-up and broadband charges. Media companies, though, are searching to find a format in which consumers must pay for content. "Old habits are hard to break," said Westlake. Access to free content exploded with the advent of peer-to-peer file sharing networks such as Kazaa and Morpheous. P2P networks are used by consumers for the free exchange of songs, video clips and other content. Record and movie producers have been trying to shut them down through the courts, but the practice continues in a big way.
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 Thus the industry's big question: Why would consumers pay for content they can get for free? As they ponder an answer, record and movie companies mull forming relationships with P2P providers instead of trying to shut them down. "We're not trying to kill technology," said David Bishop, president of worldwide brand integration at Sony Pictures Entertainment. "We're chasing it and want to get our content on all services and platforms. We're driven to do that." How will companies know when they hit on the right product and application? Panelist Vince Messina, entertainment development officer at Yahoo, said that will be judged by consumer loyalty to the product, consumption and being able to scale the product to a broader range of offerings. Said Microsoft's Westlake : "Within the next five years we'll see more change than in the last 50." Source: Yahoo News
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