Video, Music, Digital Media, Social Media and Transmedia

GeoBrava Media - sight | sound | social

GeoBrava Media was conceived at the South by Southwest (SXSW) festival in Austin, Texas. During the event, we experienced the self-publication movement. Independently produced low-budget high-quality video and music -- when combined with the empowerment gained from online distribution -- has very disruptive implications, as evolving digital media trends fragment the entertainment business landscape.

Welcome to the GeoBrava Media project. Join us, as we apply the tools, and explore these ongoing market changes. We encourage you to share your thoughts and/or online resources.

Business Model: from Closed Mass Media to Open Social Media

Evidently, the demand for alternative sources of news, entertainment and media options are nearly as varied as people's personal taste in art and informational content. Clearly, the spectrum of possibilities is much more vast and divergent than anyone could have predicted.

As an example, many of today's pay-TV subscribers -- with access to 150+ channels of programming -- have formed the opinion that there's "nothing appealing to watch." People are resistant to the inherent limitations of the traditional mass-media model of content creation, production and distribution.

As a result, some people abstain from "popular" media -- because they've tired of this predictable offering. In contrast, some people will seek out alternatives to the reality-show fad of the moment, or the other market-tested, focus group-validated, and highly homogenized TV product that's produced by the legacy big media companies.

The inverse is the realm of independent (Indie) or open media, and the Internet is instrumental to the closely related open market distribution model.

Packaging & Distribution: from Forced Bundling to Freedom of Choice

Industry analysts say that mass-media marketers may be out of sync with shifting customer expectations about product selection and packaging. Traditional producers and distributors of entertainment content have had a fixation on forced product bundling.

Record companies want to sell CD collections -- yet some people want to buy single songs for their MP3 player. Cable, satellite and now Telco TV providers want to sell television subscription tiers -- yet some people just want to buy individual channels a-la-carte and thereby create their own lineup.

The simplicity of content bundling has fans, but it isn't a panacea, nor is it an appealing offer for everyone. In fact, there's a discerning segment within the marketplace that has a strong desire for greater choice and flexible customization. It's an opportunity for on-demand product selection modalities, such as video on demand.

Using the language of an economist, this is the application of democratic free-market principles in action -- the matching of open flexible supply with eclectic customer demand, within a competitive marketplace.

However, from a mainstream customer's perspective, this is the domain of Personalized Media and the Digital Lifescape -- content combined and packaged my unique way, delivered to or retrieved from my desired place with my selected device, and then ultimately experienced at a time of my own choosing.

Digital Production: from Passive Consumer to Active Prosumer

For decades, big media companies either acquired or affiliated smaller print, radio and television distributors in an attempt to aggregate their mass-media audience. The model was based upon the assumption that advertisers would pay a premium to access their closed-market value chain and thereby reach "passive consumers" of content.

Today's forward-looking multimedia open-market environment is very different from the past. It's a scenario of increasingly unrestricted abundance that's replacing the prior controlled scarcity of content. This shift is being fueled by the development of low-cost digital media authoring tools, and the rise of the independent Prosumer content creator, arranger and marketer.