Cable, network, broadband, YouTube, wireless…it’s enough to make your head spin. As a group of executives with many years negotiating media deals for content providers, we at Hardcard can tell you that it’s a tough world out there. It’s tough and, potentially, very expensive to make an impression for niche sports like motorcycle racing.

More people tune into watch the Teutul’s build bikes than watch legitimate heroes drag elbows at Mid-Ohio, pirouette down the Corkscrew or blaze through Daytona’s banking at speeds and proximity that is heart stopping. Worse, both are minor compared to the average sitcom on network television.

So, where does it go from here? The landscape will continue to fracture. You can’t fight that tide. This will result in increased pressure on cable and network executives to air programming driving large audiences. They will, in turn, escalate costs to niche content providers or abandon them altogether. Content providers must be ready to respond to rapid changes in the distribution environment already underway.

In a recent interview Bill Gates shook his head in disbelief that more people don’t seem to see the future of content delivery via the internet. We’re almost there now. Tivo’s and DVR’s have empowered viewers significantly (see related blog) such that scheduling is no longer the issue – we can already watch things when we want. So the next evolution is the capacity to watch things where we want. The Internet is the means to provide that capacity.

As compression technology improves and broadband becomes more widely available there will come a point when the viewer cannot distinguish between content delivered via traditional distribution (cable, satellite or over the airwaves – if anybody still does that!) and the Internet. That moment, for better or worse, is coming. When it arrives, content providers will have the option to control distribution to hundreds of millions of homes (and even more hand held devices) rather than be dependent upon traditional media distribution partners. Are you ready? Is racing ready? Remember, it wasn’t long ago that a phone had to be plugged into the wall.

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