NBC Universal's Five New Media Principles

NBC Universal's digital czar, Beth Comstock commented on how NBC is going to deal with the new media environment at Mipcom, a programing trade show.

She said NBC Universal needed to "create the best, most innovative content, get used to sharing control, tap the power of the community, develop a keen understanding of constantly changing consumer behavior and, finally get used to the idea that the media marketplace from now on is going to be full of contradictions and tensions."

The Adage article goes on to highlight the difficultie s facing media executives in keeping up with consumer behavior.  At THINK we realize the media environment is changing rapidly and we believe the only way to keep up with the behavior is to be a part of the "consumer-led republic."

Telling stories on blogs, making videos for YouTube and building characters and buildings in Second Life are just a few of the things we have been up to lately.  The best way to know the consumer is to be the consumer.

comScore Online Video Numbers

From the comScore press release:

More than 106.5 million people, or about 3 out of every 5 U.S. Internet users, streamed or downloaded video during the month of July.  In total, nearly 7.2 billion videos were streamed or downloaded by U.S. Internet users for an average of 67 streams per streamer, which means the typical video streamer viewed an average of more than two streams per day.

“The surge in Web video content enables advertisers to expand beyond banners and reach online audiences using sight, sound and motion,” said Erin Hunter, executive vice president of comScore’s Media and Entertainment Group.  “Fundamental to the effectiveness of online video as an advertising medium is an accurate measurement of streaming video – and comScore is delighted to be the first company to provide that capability to the marketplace.”

The typical U.S. streamer on MySpace initiated an average of 39 streams during the course of the month, or slightly more than one per day.  Yahoo! Sites ranked second in total streams initiated by U.S. users with 812 million, followed by YouTube with 649 million.