Streaming Media East: Old Media Embraces the New

A panel at Streaming Media East 2013 tackled the question of "How Old Media Is Embracing Online Video and New Media," but first it dismantled the notion that "old media" still exists. Moderator Jose Castillo, president of thinkjose, asked panelists if old media outlets had all transformed into "media groups."

"The truth of the matter is almost everything is digital now," said Mina Seetharaman, head of the advanced video practice at OgilvyOne. No one disagreed.  

"Good content bubbles up to the top. You can produce a show for next to nothing and get distribution instantly," said Steven Siegel, special sales executive at Microsoft Advertising. In today's media landscape, even the oldest media outlets turn to digital avenues to get their content out to the world. 

The real question, according to Erin Gargan, president and CEO of Socialite, is "How does the old media stand out from the noise" in a world where everyone is a content creator? They need to view new media as a complement, she said. 

Gargan pointed to the Oscars -- one of her clients -- as a good example of old media turning to new media as a complement. The Oscars turned to "Backstage Pass" to create a second screen experience. Viewers could watch stars chat backstage or walk into the theater.

Max Haot, co-founder and CEO of Livestream, talked about ESPN's use of streaming video to promote the X-Games. While the sports network wanted to keep viewers on its cable channels, it streamed footage of practices and other behind the scenes content with athletes to promote viewership.

As the amount of online content grows, media outlets need to keep one thing in mind: "Quality matters online," Seetharaman said. That will help companies of any size stand out from the rest.

Scroll down to watch the full discussion.