To: nagrom who wrote (16247 ) 4/20/1999 12:22:00 PM From: Warren A. Wilbur, Jr. Read Replies (2) | Respond to of 40688
Bye Bye Broadcasters? April 19, 1999 - 2:30 PM By Gene Koprowski - Chat with Gene on his message board. Broadcasting has been broadsided by an array of new technologies like cable television and the Internet in recent years. Now, the salvos appear to be sinking the fleet of once prestigious franchises CBS, ABC and NBC, and investors ought to be increasingly wary of any media property that identifies itself solely as an old-media standard bearer. "The broadcast networks cannot survive as stand-alone entities," said Michael Goodman, senior analyst for market research firm Yankee Group's media and entertainment strategies practice. "They must transform themselves into diversified multimedia companies in order to compete." According to a recent Yankee Group report, basic cable's overall share of prime-time viewers will surpass that of the four major broadcast networks by 2001. Two years later, it will bypass all six broadcast networks as audience fragmentation and a dearth of strong programming continue to erode broadcast viewership. The study asserts that by 2003, 53% of television viewers will get their entertainment and news from basic cable, while just 37% will find broadcast television satisfactory for their needs. A foreshadowing of the expected shift came earlier this year, when cable bested broadcasters for the first time ever in ratings for late-night television and Saturday morning television. The data indicate that the one-size-fits-all approach of the broadcast networks no longer works. To reach the audiences they once considered theirs and theirs alone, broadcasters can no longer simply be broadcasters. They will have to own television stations, cable networks, radio stations, studios, syndication houses and Internet portals. As Yankee Group said in its report, the companies can only grow as new multimedia corporations by adding a "wealth of new channels and choices, creating new business models." ***From the PNLK press release : <<Online cybercasts, discussion rooms, instant chat features and bulletin boards support ProNetLink's Global Trade community. Members looking to participate in discussions have a number of pre-defined rooms that they may enter, or they can start a new discussion at any time. ProNetLink will also produce special live cybercasts, discussions and chats that will feature noted guests from the world of global trade. Later this week, ProNetLink will debut its Internet broadcast feature when, on Wednesday, April 21st, a live cybercast of events from the 1999 International Business Expo (IBE) will be presented jointly with World Trade Magazine, the IBE organizer. While the IBE will physically be held at the Javits Convention Center in New York City, ProNetLink members worldwide will benefit from the event by just “tuning in” to www.pronetlink.com. Members may also send email questions that they would like answered by the guests on the show to live@pronetlink.com.>> *Folks IMO, the Net CyberCast is going to be a LARGE source of revenue for PNLK. As you have seen from the first article the 'old' style broadcasters ain't going to cut it any longer. <<One of the major benefits of the new site is that it is a “multi-dimensional portal” rather than an industry specific “vertical portal”. ProNetLink allows any type of business, from any country, to get industry specific information. “Our vision of ProNetLink is to bring all businesses together into a global online trading community”, said David Walker,>> *PNL is positioning itself at the right place and time to take advantage of the increasing demand for such portals.