For traditional media players, simply repurposing TV content online and slapping down a new pricing system will not be enough to edge out the stiff challenge from the likes of Google and Yahoo!,
writes
The Hollywood Reporter's Diane Mermigas. In so many ways, she says, the Viacoms and Time Warners of the entertainment business remain mired in an old-media-world framework of legacy
operating structures and outdated audience measurement and pricing systems. While old-media firms are gathering together digital management teams, they're layering them on top of production,
management and advertising operations now cumbersome in the new-media world. By breaking into smaller pieces with the same systems intact, Time Warner and Viacom are doing their offspring no favors,
as they too must learn to adapt to the same new-media environment--but now with fewer resources. Mermigas adds that new-media companies like Google and Yahoo! always have the edge entering new
technology frontiers because they do so using new math and science techniques that are foreign to filmmaking, publishing, and production teams.
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