MyMediaMusings

In a long piece on plans by Warner Bros. to launch an Essence Magazine branded web presence I read this:

“Although the letters “TV” make up the Warner Bros. unit’s name, WBTVG president Bruce Rosenblum said that the group has a wider mission these days. “For the last several years, we haven’t considered ourselves as simply being in the TV business. We view ourselves as being in the content business, and whether that content is delivered over the television screen or for the cell phone or a computer, that distinction doesn’t matter.”

This is the sort of platform-agnostic approach I have been making for the past year.  My only addendum is that all content does not work on all platforms.  I still see far more repurposing of existing content for emerging mediums than the creation of content organic to the new platforms.

Does that mean one can be platform-agnostic and still serve multiple needs?  Sure, but it is a lot harder than making “Extra on Essence” - the first big move by WB.  Really?  Yup.  They’re taking the TV entertainment “news” show “Extra”, cutting it down to only a few minutes an episode, giving it black hosts and an urban twist and calling it “Extra on Essence.”

If this is forward thinking, I’m gonna cry.