Will media companies unbundle with Flowww?

Flowww logoA new web application called Flowww (warning slow loading) is out that’s generating discussion in the tech world, and I think it may have possibilities for media companies in the future. The developers are going to have to do a lot of work before it gets my full endorsement, but the nut of a really good idea is there.

Flowww takes the browser view of a page of content, turns it into a Flash image, and makes those images available in a simple click-and-flow experience. If you want more, clicking on a page image takes you directly to the page. Think of it as an RSS feed that looks at the actual pages of the feed instead of just a headline or headline and text. The beauty of it is that the ads come with the browser view, and that’s what intrigues me most. You have to use your imagination, but think of a page specifically designed to be distributed this way. Nice.

TechCrunch has an excellent write-up, and the comments are interesting, too. They’ve even created an example of what their site would like like presented this way.

I’ve been preaching unbundled media for a very long time, but the resistance has always been the loss of control over ad revenues. RSS advertising companies like Pheedo have helped with this some, but not enough to make it universally acceptable to distribute content in this manner. Flowww has the potential to change that.

As I said above, the developers have a lot of work to do before this can become viable, not the least of which is to fix the slow load time. Assuming they’re successful, this might be something to watch.


  1. I like your thinking. It would be neat if all rss readers showed a site preview, ads included. Or if the content in this structure could be syndicated.

    RSS is making all content too plain and the feeds are all starting to look the same– to the point where I entirely forget who the source is.

    The look and feel and essence are lost.… something like flowww could change that, if we are lucky.

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