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When Will We Watch
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We live in an attention economy. The most precious thing that people have is time. There are myriad competing demands on a person s time. For companies to be successful, they must successfully attract people s attention, for long enough to do business with them. Grabbing the viewer s attention is becoming increasingly difficult and wasting a person s time is punishable by the viewer s defection to other pastimes. With so much information to deal with, so many distractions, so many options for how to spend our lifetimes, yet with every consumer transaction seemingly designed expressly to waste our time, will there be any time left over to watch streaming media Indeed, will streaming media become a tool for absorbing condensed information much more quickly and in a more ordered way than anything we have been offered so far Will enough people spend enough of their lifetimes watching streaming content to make it an important communications medium When will we watch One thing is certain. Broadcast television audiences are in decline, as people find themselves increasingly unwilling to devote the hours they once did to watching the box. For streaming media to succeed, the medium must find other times in people s days when they will willingly watch. Clearly, the broadcast television paradigm has run its course. Sitting passively and watching, as the information is rationed out, is no longer a satisfactory experience. For some idea about what streaming media might do to change the paradigm, consider the PointCast network (now infogate), which was once the doyen of the media industry. Using proprietary technology and networks, PointCast delivered a personalized newspaper to the desktop. Unlike a newspaper, however, the visual experience was similar to one of the cable infochannels, like MSNBC. There was moving video, with ticker tape scrolling banners and side bar graphics. Although horrendously expensive, in terms of the percentage of corporate bandwidth the system required to operate, when bandwidth was not plentiful anyway, PointCast nevertheless showed the way forward for the streaming media industry. In many respects, it was the inspiration for much of the subsequent streaming media technology development. The key to PointCast was personalization and localization. You could receive active alerts on breaking news of interest to you, by keyword. For example, you could set the system up to alert you with news of your
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IBM stock s going above $120, or with a storm alert for your home town. Information was drawn from reputable and leading content providers, including some of the more respected newspapers and television news networks. The beauty of the system was that the information could follow you, passing your alerts and news via your cell phone, pager, e-mail, or ICQ* account, if you were away from the desktop. Infogate, the successor to PointCast, is based on open Internet standards, unlike its ancestor. With seven years of development behind it and with three million downloads, the new infogate system is worthy of examination, as a taste of another way of presenting information to busy people who don t have time to sit around and watch and wait. This chapter will show that streaming media will be watched more than television and for many more compelling reasons. It will form a pervasive part of our everyday living and help us conquer the information glut we all must face.
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We all know somebody like this: a senior executive in a fast-moving company, who spends virtually every minute of his day working or catching up on family business. He has no time left for his hobbies, which may be fondly remembered as a somewhat quaint self-indulgence. At home, he s devoted to his wife and school-age children, but even so he feels regularly compelled to check voice mail and e-mail, almost compulsively and obsessively. At work, he has a team of 40 people working for him. All of them feel the need for more of his attention. They and his peers in the company ambush him on his way to the men s room or in the corridors on the way to his next meeting. Sometimes, the best he can do for somebody who needs a meeting with him is to offer a shared wait in the lunchtime cafeteria line. His plush offices are located within walking distance of some intriguing and wonderful restaurants, but he rarely has enough spare time to use them. He spends the great majority of his working day in meetings, and the balance of his time answering emails and voice mails in between. His colleagues often resort to instant messages, because regular e-mails aren t attention-grabbing enough to get answers from him when they need them. Even on the way to and from work, his journey is consumed by cell-phone conversations or voice
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*ICQ is a popular Web-based instant messaging service. The name is pronounced "I Seek You".
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