The on-demand future of food media
I’m in the process of finishing up my thesis and won’t be posting links today; instead, I’d like to share this excerpt from the conclusion of my thesis containing my prognostications on the on-demand future of media. Keep in mind that the thesis is a cultural history of cooking/food shows, which should explain certain references that will likely make a little more sense in the overall context of the paper. I’ll post a link to the entire thesis when it’s completed, but in the meantime, your thoughts are welcome.
Over the next three to five years, as the USA completes the transition to digital broadcast signals, it’s likely that the volume of food-oriented programs will continue to increase. At the same time, it’s likely that more broadcasters will follow the lead of forward-thinking companies like Martha Stewart Living Omnimedia, News Corporation and NBC Universal by offering full-length, on-demand streaming versions of programs on websites like Hulu.com and MarthaStewart.com. Special made-for-the-web segments are likely to increase in volume as well; some of these kinds of videos are already cropping up on BravoTV.com, where visitors to the Top Chef website can view bonus clips called “Choice Cuts” that are either specifically made for the Internet or that were cut from the broadcast episodes. Wisely, the networks are learning to monetize these clips by pairing them with short unskippable advertisements that play before each segment.
In ten to fifteen years, though, it is conceivable that Americans will begin to see a massive shift in the way that we all watch television. It is unlikely that the actual term “television” will vanish from our lexicon (witness, for example, referring to content on websites as “channels,” which is a direct reference to television), and it is equally unlikely that our computer screens will replace our living room television screens, but the method of delivery for the shows that we watch will change drastically. Three recent inventions are specific harbingers of this paradigm shift—the CableCARD, TiVo and the newly released Apple TV.


