The Longtail.

The Longtail by Chris Anderson, editor in chief of Wired Magazine.

Looked at Rhapsody- what music is on the books.
Shops only have limited stock- only want to stock the big hits, not just the niche market. Positives of E-Commerce. Made a strong connection between music and videos- dial up in 1990s, now with broadband allowing music videos to be the next big thing- web 2.0.
 Competition between industry and amateurs. New distribution methods, with huge archives of TV/video that can be stored online, unlike TV of which is broadcast and then kept off the air.
YouTube is the big long tail opportunity.
Not just Hollywood- real and untraditional films.


Broadband


Bandwidth


Monetise


Longtail looks at the way that broadband has created a huge market. Now with unlimited shelf life a huge range of products are available, rather than the main hits.
Now the niche markets are appealing to the audience, ultimately the niche markets add up to similar figures as the big hits. Although the niches may sell less, collectivly this rivals this big hits


C- Consumer, broadband speeds much faster, now have more oppourtunites to explore and sample a wide variety of choices.
I- Industry; bandwidth- streaming from own server- more people that tune in, more bandwidth is taken up. Bandwidth used to be very expensive, effected the industry. Later bandwidth became cheaper, making it easier/cheaper for industry to stream content online.
I&C- Manufacturing costs- CDs were more costly to produce in the past. Now to stream a music track or in digital online sales, no manufacturing costs are required. Industry relies on back catalog, there is now so much choice, with user generated conent (web 2.0).