loyd Braun is a creative guy with a big TV background recently hired by Yahoo! to oversee its media operation. In case you have not been looking, Yahoo! is making great strides, and it's far from resigning the turn to Google. So watching what they are up to is a good indicator of where the web is heading in the next years. A NY Times article from this weekend offers a glimpse of his thinking:
“As chairman of ABC's entertainment group, Mr. Braun had a penchant for big offbeat concepts like ”Lost,“ which won the Emmy for best drama. At Yahoo, why not create programs in genres that have worked on TV but not really on the Web? Sitcoms, dramas, talk shows, even a short daily humorous take on the news much like Jon Stewart's ”Daily Show“ are in the works. There will be elaborate attention-grabbing events and video-heavy programs in nearly every category of content Yahoo offers, from sports to health. The first is called ”Kevin Sites in the Hot Zone,“ an audio-video-photo-blog-chat room, run by Mr. Sites, an experienced foreign correspondent, who plans to visit multiple war zones over the next year. [...]
He wants Yahoo to be seen as more akin to Warner's parent, Time Warner, which mixes content like Warner and CNN with distribution, like its cable systems. Yahoo is both of those and a lot of software, too. [...] a strategy built on four pillars: First, is search, of course, to fend off Google, which has become the fastest-growing Internet company. Next comes community, as he calls the vast growth of content contributed by everyday users and semiprofessionals like bloggers. Third, is the professionally created content that Mr. Braun oversees, made both by Yahoo and other traditional media providers. And last, is personalization technology to help users sort through vast choices to find what interests them. [...]
Increasingly, Mr. Semel and others are finding that the long-promised convergence of television and computers is happening not by way of elaborate systems created by cable companies, but from the bottom up as video clips on the Internet become easier to use and more interesting. Already, video search engines, run by Yahoo and others, have indexed more than one million clips, and only now are the big media outlets like Viacom and Time Warner moving to put some of their quality video online.
”The basis for content on the Internet is now shifting from text to video,“ said Michael J. Wolf, a partner at McKinsey & Company. ”This allows advertisers to take advantage of the kind of branding advertising they are used to on television.“ [...] ”You are not going to have 1,000 channels, you will have an unlimited number of channels,“ Mr. Semel said. ”So you aren't going to use a clicker to change channels.“ [...]
So Mr. Braun's job is straightforward: invent a medium that unites the showmanship of television with the interactivity of the Internet. Find a way to combine the best of Hollywood's talent with the voice of the masses. And do it all before the biggest media and technology companies get there first. [...] Indeed, he is planning a schedule of programs next year, much as a network might think about a fall season.
For this year, a handful of programs will emerge, in addition to the Kevin Sites site. Mr. Braun's group has introduced ”Blog for Hope,“ a series of celebrity blogs about coping with cancer. And later this year it will introduce an adventure travel program with Richard Bangs, a self-styled trip leader, who had worked for Mr. Moore at MSN. ”I come from a medium which allows you to represent a pretty static linear picture,“ Mr. Braun said. ”It's very passive.“ At Yahoo, he does not plan any half-hour or hourlong programs, but shorter segments that users can assemble into longer experiences of their own choosing.
The Internet reflects what Mr. Braun calls ”the A.D.D. generation,“ where people watch TV, read something online, chat on a cellphone and send instant messages - all at the same time. He talks of short, frequent video segments, surrounded by other information that users can interact with in their own way and contribute to as well. One of Yahoo's secret weapons, Mr. Braun says, is that it can personalize information for the interests of each user, such as its My Yahoo page and the song recommendations provided to users of its music service. Mr. Braun is weaving this technology into a video player Yahoo will introduce near the end of the year.
”It will almost be like a television set,“ Mr. Braun said, except as people watch one program, on the center of the player, other areas will offer additional programming choices, based on their past viewing habits. It will let them use Yahoo's video search to find programs from amateur videographers and video bloggers. And it will, of course, promote the glitzy shows Mr. Braun is creating. ”People want the freedom to do exactly what they want to do,“ he said. ”But they also like to be programmed to and reminded of the different things that exist. Yahoo is in a position to do both of those.“”