• by Joe Mandese  @mp_joemandese, June 16, 2008

That was the overall theme Jonathan Miller used to describe his presentation. The shift in this case, of course, was the shift from a traditional network TV model to an online video model. The really is a fundamental one, Miller said, moving the industry and the consumer population from a “destination” based model to one of a “distributed” content play.

The past years of the Internet, he said was dominated by communication â€" things like email, chat and instant messaging â€" and things that have primarily been text-based. The next phase, Miller said is the shift toward video consumption.

To underscore the rapid nature of this progression, Miller cited new research from Cisco Systems, which today reported that the volume of data bits on the Internet will grow six-fold through 2012, and that growth will come largely from increased consumption of online video.

“To sum up, I think the trends that you see goes like this:

“Consumption first. Then you get a second wave of consumption around innovation. That's the phase we're in now. That will lead to the further deepening of consumption, and that will lead to monetization. As an industry, that's what we need, and that's what will give us scale.”