Iâm not sure how many people caught this, but during this weekendâs Live 8 Global Extravaganza (a great communal experience, with a strong cause-marketing foundation), we witnessed arguably a major turning point in the world of media where old and new crossed paths â albeit in different directions.
ABCâs 2-hour highlight reel (you would think ABC would have learnt a thing or two from NBCâs repeated Olympics delayed drivel coverage) on Saturday night yawned in an average 2.9 million viewers. AOL on the other hand (AOLmusic.com) pulled in 5 million viewers throughout the day.
I donât think thereâs ever been a more similar apples-to-apple moment where these two mediums have been side by side as a demonstration of flexibility, consumer engagement and yesâ¦even their ability to amass an audience.
No doubt, VOD can and will play a major role in terms of providing additional depth and versatility to the networks, but until that day, AOL took advantage of the true global power of the Web to not only provide current footageâ¦but no doubt will continue to deliver on-demand through their archives of the landmark event.
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Elsewhere, commentary (courtesy of MediaPostâs Online Minute) was equally flattering/scathing:
· Commentators immediately noted the contrast between the live coverage on the Web and TV. "Television seemed shockingly old-fashioned during Saturday's worldwide concert for poverty relief," wrote Associated Press television writer David Bauder. "AOL's coverage was so superior, it may one day serve as a historical marker in drawing people to computers instead of TV screens for big events."
· Knight Ridder's Beth Gillin chimed in with: "If Live Aid helped launch MTV as a media powerhouse two decades ago, Live 8 not only dethroned the music channel Saturday, but it also made it seem quaintly old-fashioned. The Internet left cable in the dust. To put it bluntly, MTV sank and AOL soared."
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