I previously stated I thought that the aggregator rather than the direct relationship was the way to go, and I still believe that to be the case. Even Jeremy Allaire, who is definitely smarter than I am, concedes any direct relationship will take up to 10 years – if the shift were to take place.
Another compelling one comes from Jeremy Allaire, CEO of BrightCove. He believes that in the future, most consumers wonâ€™t rely nearly as much on carriers such as Comcast or SBC or DirecTV. In fact, they may not even rely on aggregators, such as Yahoo, Google, MySpace, or even Apple. Instead, heâ€™s betting that increasingly, they’ll simply have a direct relationship with the owners of the content they want to see. Whether itâ€™s the latest blockbuster movie, hot TV show or cult documentary, heâ€™s betting that tomorrowâ€™s more Net-savvy consumers will be able to use tomorrowâ€™s more useful Internet to easily find what theyâ€™re looking for. â€œIn the Interent model, you donâ€™t need a Comcast to reach the consumer,â€ says Allaire.
It sounds far-fetched, and even Allaire says the transition would take ten years at least to get serious. A lot has to happen. For example, weâ€™ll need true device convergence, so that video piped into a home could be viewed on either your PC, TV or any other screen-equipped devices that come into existence.
In my view the direct relationship is possible though less likely since it would imply that I can simply and easily find it all. How would this work? Would I subscribe to a feed with keywords (in iTunes, Google / Google Reader), browse a directory of interest (in iTunes or Yahoo) or would I search and click (Yahoo or Google)?
Personally, to see it as a purely direct relationship means that people are interested in working to find what they want, rather than relying on a system that makes it easier through either editors or a user based folksonomy like a del.icio.us, which would still need to download and sync to your machine and portable devices.
Assuming the networks are not blocked for use, you can develop an aggregated relationship through a portal or application (serving as a portal). The reason Podcasting is mainstream is ease of use through iTunes. Mass media types see this. Before it was simply geek tech.
Again, keep it simple, make the customer happy.