At a recent industry conference, a Hollywood TV vet declared that digital is the new frontier for long-form original program. Although this isn't a new hypothesis, what was most interesting is the comparison made between digital and cable. Given that most of us were just wee babes when cable TV hit the scene, the parallels may not be so obvious...
Like digital, cable started out putting out short vignettes and music clips as seen on most digital platforms such as YouTube. This soon evolved into content that was longer in length which then led to a demand for the development of new, original content. Cable then transformed the landscape of broadcast television & now is the driver of revenue generation for the big networks. Cable networks like ESPN and BRAVO are the cash cows helping their parent networks survive.
So is digital the new cable? And what does original, longer-form content mean to the world of digital marketing?
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