Just finished reading an article in the Easter edition of the danish business paper Børsen - the danish "version" of Financial Times. the article was describing the dominance of Youtube in Denmark - actually reaching a broader range of Danes every month than the national DR (like BBC in Denmark) does online. What's even more interesting is that the time spent on Youtube is close to equal to the minutes spent on both national television broadcasters homepages - DR and TV2.
The article is focusing on getting revenue from danish Web-TV at high prices due to highly targeted content. On the other hand everybody is aware of the huge amount of unused media from Youtube and other sources with targeted danish commercials. And some - followed by Youtube later this year - also launched a local danish version of it's GUI.
Capitalizing with a national focus on Web-TV should have it's outset in quality targeted content from the well known trusted sources. Most of the Web-TV I've found on the danish web is either business content or gossip with video's about embarrassing episodes from already TV broadcasted content. There are no room for a national online channel trying to do the same as Youtube already does. And mass-distributed content already holds it's sources with the large broadcasters.
Another article in the same paper is commenting on radio and mass distribution versus mobile audio and tailored content. It's actually the same dialogue as with the Youtube area - from which sources would we prefer to tailor our viewing - which sources would we trust our behavioral paths; their source to our pockets. That's really what Google is doing with their platforms. And serving content based on our behavior online is the push methodology. The pull by producing expensive niche content to the danish market is pull.
I don't believe that any danish publishers have the power and eBusiness knowledge to do the push - nor have the financial strength to challenge the social-, distribution- and empowering international platforms. And why should they? They should focus on delivering their niche and local content - and face the reality that minor national content either should be governmental supported or pay-per-access. Medias producing danish versions of VIP and gossip will face hard times if they don't try to join the international giants. By joining they will get the best from "push" technologies and joining already traffic rich places - and they can focus on producing good quality content - and in exchange for that get local right to sell advertising etc. or focus on viral campaigns with commercial focus.
This article and their topics will be content for future articles.
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