With broadband penetration up and computers getting faster, bandwidth isn't the gating issue (although let's not check that one as solved just yet). The viewing experience just keeps getting better, and the Apple Tablet is already the greatest thing since sliced bread (and it hasn't even come out yet). No, the real hold-up has been monetization. The money is the key to really setting content "free," so to speak.
The best summary I have seen of what bringing great content to social media means -- or maybe it's better to say, what it will mean to bring social media to great content -- was in a post by cnet's Caroline McCarthy, "Social media is finally about the media". Not only will content be dragged kicking and screaming into social media, but content will truly thrive in social media. The real issue will be, how long until the money follows?
A couple weeks ago I wrote a column titled "Your Message Doesn't Know What Twitter Is," because it seemed that more and more marketers were wrapped up in the method with which they were delivering their message, rather than what they really wanted their message to be. This led to social media programs more focused on doing what's new, rather than achieving marketers' objectives. I think a lot of producers are going through content realizing the potential of social media -- not as a novelty, but as possibly the future core of content distribution, which can be applied to marketing and advertising. And the faster the money follows great content into social media, the more financial support will be available to fulfill our insatiable appetite for news and entertainment when and where we want it.
Speaking of which, if you have any thoughts on this or any other topic, I'm always interested. Drop me a line on Twitter at www.twitter.com/joemarchese and leave a comment on the Spin board.