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2008 Prediction: Media Networks Will Try Online-Only Venues


More Hollywood and cable production networks will create films and series to be viewed only online. There will be many failures as they try to develop the right models and audiences. The more successful attempts will rely heavily on Web 2.0 and social networking as part of their marketing and distribution strategy, using consumers to influence each other. Marketing strategies will integrate the new technologies, including mobile web, text and video messaging, blogs, podcasts, viral promotion, and virtual worlds. The most effective experiments will provide not just the film product, but a rich online experience for audiences. This complete experience must extend to marketing strategies that utilize interactive promotions, games, and loyalty rewards to engage the audience. Results will show that many audiences are not just driven by consumerism but seek experiences, entertainment and exploration, and they continue to have shorter attention and satisfaction spans.