Posted by: David Kiley on November 19, 2007
I know Barry Diller has a lot more money than I do. But his comments at the Idea Conference in New York City last week are by a man who is missing the big point about user-generated content.
Diller used a tired and probaby non-existent example of a short film of “A cat throwing up on a grandmother” to illustrate why he isn’t worried about UGC hurting what passes for entertainment in prime-time these days.
Youtube.com, Facebook.com, Myspace.com and the rest are sucking time from people who would otherwise be watching TV. The penetration of these websites that star UGC among people over 40 is still quite limited compared with those under 40, and especially those under 30. So, is Diller not concerned because he’ll be dead and buried by the time baby boomers who support the conventional media model he likes so much die off?
Sounds like a great idea to have invited him to the Idea Conference.
He said he could only envision a very few examples of UGC ascending to the level of mass market appeal. I’d say once again he misses the big point. The mass market is a dying polar bear. UGC is taking off because it is based on the appeal of the micro market.
I wish NBC and CBS all the luck in the world trying to come up with non-sports programming in the future that appeals to a big enough audience to justify the CPM advertising model they are still pursuing. On the other hand, Youtube and Facebook can appeal to ten million people at once each finding their own entertainment. What sounds like smarter business play? NBC and QVC or Youtube and Facebook?