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Online Video Industry Forecast 2012: NewTek

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[This sponsored article appears in the December 2011/January 2012 issue of Streaming Media magazine.]

The novelty of live streaming has worn off; it's time to step it up. As with all media, when it's new you can get away with simple, unsophisticated content: a webcam pointed at puppies, or a joke-telling college student in his dorm. The CDNs must make the move to premium programming and event coverage, as they compete with traditional media for viewers.

For major networks and event producers, a streaming strategy will no longer be an option, it will be a requirement. A successful media strategy will have to include live streaming, along with a primetime network broadcast. This trend started with the new hit program "X Factor," where the online streaming component was developed in concert with the network broadcast plans to complement and extend the programming beyond television.

In addition, those who hold rights to content, like sports leagues, colleges and universities, will start taking back control of those rights as they find ways to monetize their content directly, rather than through a third party. In 2012, we will see an increase in the quality and diversity of content offered through streaming media, well beyond anything available via traditional broadcast.

For those of us working in the industry, the demand for network-quality streaming media will continue to grow, creating extraordinary opportunities for live production professionals. For the world of content consumers, streaming will continue to be about convenience of consumption, rather than loyalty to a viewing platform. Whether you produce and deliver content, or just enjoy it-2012 is your year.

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