The numbers are in from Sunday’s awesome space jump, and the message is another warning sign for one-to-many media. The event was “televised” live on The Discovery Channel and Velocity, for a combined rating of 5.2 million viewers. That’s a record for Discovery, by the way. It’s the highest rated weekend, non-prime time program in network history. Good for them.
However, another record was set over at YouTube, which, at peak, had 8 million simultaneous one-to-one 1080p HD streams.
I’m sure that the Red Bull team that pulled this off could have exceeded these numbers by providing the feed to CNN, Fox and the networks.
But they didn’t, and the end result is a chilling harbinger of things to come. Why? Because businesses with money, thanks to the good old personal media revolution-cum-great horizontal, can do what they want in terms of distributing the content they own and produce. Make no mistake, that 8 million number is S-T-A-G-G-E-R-I-N-G, because all of those people were able to watch it wherever they happened to be due to the one-to-one nature of the Web. You can say what you want about the efficiency of broadcasting, but today’s world is increasingly about individual choice and decreasingly about being forced into somebody else’s “schedule.” One of the Twitter comments during the jump was that those viewers on TV had to deal with commercials, while those of us who chose YouTube got to experience every single gripping moment.
And don’t be so sure that Google will follow the broadcast model downstream.
These are the kinds of thoughts that get me into trouble, but, folks, the evidence of change continues to mount, while the TV industry continues to crank out the kind of hubris that belongs in the first stage of grieving (TVB’s As the Ad Industry Envisions All That Is Bright and Shiny, Local TV Broadcasters Are Lighting the Way).
I’m afraid it’s just not going to end well for the people and the industry I love so dearly.