Thursday, January 28, 2010

A Tech-Savvy CEO Explains Why All Large Companies Must Also Be Media Companies

Credits to Tom Martin, who posted the video interview with Tom Wilde on his blog.

In the interview, Wilde talks about why and how large companies need to deal with audience fragmentation and deconstruction of content. “It used to be [that people consumed] a complete magazine, a complete program, a complete newspaper.. the Web has made it possible for users to deconstruct that content and consume just the pieces they are interested in.”

Such content deconstruction puts pressure on media companies to assure that content is consumed in the right context, that brand is protected, and that they can monetize that content effectively. He emphasizes that all large companies are now media companies. "Even if you’re a B2B manufacturer, you need to be a media company because that’s how marketing is going to take place.”

Wilde emphasizes that, for media companies, the big challenge is:
• how to I make my content more discoverable?
• how do I include engagement once people are on my site?

RAMP works with such companies as Reuters and CNBC to process their video content through a workflow process that richly attributes the content with timestamp transcripts, automatic tagging, and other special features. For example, the content optimization platform allows insertion of hyperlinks in text to mark up the content in specialized ways.

Content as it now exists needs to be “normalized,” he says, noting that RAMP spun out of BBN Technologies, the Boston-based defense-technology firm sold in October to Raytheon. Wilde explains that BBN’s rich speech detects, natural language processing, and search technologies were developed for national security applications. “We took that technology and have been steadily building solutions for large media companies.”

-- scrubbed by Marketing Brillo

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