Media Relationships
Tuesday, January 8th, 2008I lied in my previous post. I said that I would be sharing some thoughts about my Whole Media Show and Conference concept, but I need to provide some background first.
During my GWH&A/Hallmark Interactive days, I came up with a diagram that went into a white paper I wrote about our Associative Media Platform architecture. This diagram eventually made it into our AMP patent application (USPTO 2005/0060640) — and with a few tweaks for the purposes of generalization, the diagram remains a useful aid in sharing my media relationship philosophy.

Anatomy of a Media Relationship
First and foremost, media is a relationship between a producer and a consumer (or subscriber). From a story shared around a fire 2000 years ago to a video shared over the Internet today — media is about a creator and a consumer — everything and everyone else facilitates this relationship.
Secondly, devices and infrastructure are commodities that are used in the formation and extension of media relationships. People do not purchase devices or subscribe to infrastructure services for the sake of owning a device or pleasure of viewing blinking LEDs. Devices enable consumers to retrieve, receive and enjoy media (and yes, also create media as producers) — computers, ipods, televisions, stereos and movie theaters are all devices. Infrastructure also enables consumers to retrieve, receive and enjoy media by providing a transport for media from the producer to the consumer’s device — CDs, DVDs, motion picture film, the Internet, FedEx trucks, and mobile data networks are all infrastructure.
From the Producer’s vantage, a deliberate conformation of media towards exclusive devices or a restricted availability upon infrastructure platforms can destroy the possibility of maintaining a consumer’s connection to media product across devices and/or infrastructure.
In an ideal media world, decisions and accommodations concerning the device and the infrastructure would not exist. Media would truly exist within a direct relationship with subscribers. Relationship constraints that affect the delivery and enjoyment of media products would be dynamically assessed and media products prepared for the subscriber’s environment.
- A consumer could begin watching a film at a theater with friends, leave early — continue to watch on a bus ride home on a mobile phone, and finish watching it on her television and yet use the media product within linear (or even non-linear) license boundaries set by the producer.
- A consumer could select whether he would pay “in-full” for their media products, pay “in-part” for his media products and either participate in promotions or agree to receive an advertising-based subsidy — or some dynamic mixture of the two within a-la carte purchases/opportunities and/or package subscriptions independent of delivery.
A consumer would have the ultimate control over her device preferences and pay her infrastructure providers of choice for the utility of packet/cell/frame distribution.
Subscriber identity would be liberated from the infrastructure operators and devices (IMEI/ESN, MAC, IP) and instead be released to subscribers at the application layer. Identity would be utilized within media use, rather than connectivity status or device ownership.
The media marketplace (and industry as a whole) is broken. The media producers’ adherence (or possibly obligation) to the kings of outmoded infrastructure has precluded their monetized (modeled) inclusion within and upon new infrastructure as they evolve.
Media producers should be leading the evolution of availability, sustainability and accountability. Media should be exciting for consumers not an invitation to litigation.




