“They were making fun of us from the very first day,†said Fred Seibert of his experience helping to launch MTV in the '80s. More recently, co-founder and creative director of Next New
Networks, Seibert was explaining how existing standards -- then set by broadcast TV; today, by broadcast and cable TV -- need not be replicated by new mediums like the Web.
The only real goal
is “creating networks and brands for under-served communities,†he said.
Execs, however, might also think about establishing successful business model, according to Jamie Elden,
VP, Digital and Branded Content, Alloy Media + Marketing.
“There are a lot of companies creating content sponsored not necessarily by advertisers … (aiming to) use a
publisher to sell it,†he said. “That has a very short lifespan.â€