“You have to go to your community, the [viewing] community is anywhere they want to be”.
In the old model of TV, you knew where our community was. Watching Channel 8 at 7pm, most of them on their sofa.
Today on the internet, this isn’t the case. You can’t control where people watch your shows and where they talk about you with one another. Also, everything they talk about is public, in comments, in blogs, in wikis, in social networks…
There’s no intermediary that fronts your story, that takes the flack for scheduling or poor quality content.
You now have a direct link to your viewing community. You are at the point of the arrow.
It must be empowering, but at the same time overwhelming.