Unbundling is the path to Media 1.0 web prosperity

I know this makes me sound like I have multiple personalities (because I emphasize Media 2.0), but when we present our Simulpath™ strategy to clients, we note that path one (brand extension) success is best achieved through an aggressive unbundling strategy. There’s a great article in today’s Wall St. Journal (free) that compares the CBS unbundling strategy to that of the other networks, each of which hopes to find success in constructing super video portals.

I wrote about this two years ago, and it continues to be a viable strategy. Jeff Jarvis calls this statement by Quincy Smith, head of CBS interactive, the “smartest media quote of the year:”

“We can’t expect consumers to come to us. It’s arrogant for any media company to assume that.”

This is textbook unbundling thought, and I want to add my kudos to Jeff’s.

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