Now be truthful, who out there enjoys watching television more on their fancy, shmancy laptop machine and patiently sitting through only a few commercials than sitting in front of your other flat television contraption and busying yourself every time for the 5 min long commercial breaks? I do enjoy having my allotted 5 min breaks to make popcorn, attempt small talk with other housemates, or even, lovingly pet my cat, but most of the time I can be found watching the “boobtube” on my 13″ laptop. Why have I chosen the portable contraption over the more stable predecessor? Because, man, I love the Hulu.

But times are a-changing for online media-watching sites, something I read in AdvertisingAge article. Hulu CEO Jason Kilar talks in the article about how every single type media needs to start serving customers or risk losing them. What this means for Hulu is that even with the new, pay-to-view types of service out there, the free viewing services are available because not everyone needs (with the exception, which I have mentioned in the previous post, of my roommate who is a die hard Glee fan) to watch the latest episodes of their favorite shows. In fact, people may chose to do something, anything else on the internet instead of watching shows altogether, since there are an infinite number of things to explore on the World Wide Web.

Marty Neumeier, an advertising legend who is currently working at Liquid Agency as a Director of Transformation,  shares similar views of the new media industry. In Neumeier’s book, Zag, the opening sentence encompasses everything Kilar argues in one simple fragment, “it’s customers, not companies, who decide which brands lie and which ones die.” (Zag Preface) The “Ad Man” Marty also explains that the current world is cluttered with media. Compared to over 40 years ago, people are constantly bombarded by advertisements on every media front. Neumeier also points out that the development of new media through the internet is connected to the “always doing everything” multi-tasking mentality that has become more popular with the expansion of the Internet.

This has become a cause for alarm for traditional television companies and Kilar alike since “Back then [in 1964], television networks competed with other television networks. Today, thanks to out multi-tasking-speed-obsessed culture, they also compete for out time against the computer, the magazine, and the MP3 player” explains Neumeier.

It is interesting to see two people on completely opposite sides of the advertising equation: the master of the medium (aka Hulu) and the “Ad Man” commercial creative, have both come to the conclusion that to consumers ultimately make the decision of which brand will survive and which will fall short and be the victim of a 2030 version of blog.