Control? Give It Up, Already. NBC Digital Czar: Big Media Must Deal With the 'Small Media' Known as Consumers

copyright Adage.com
by Claire Atkinson
published October 12, 2006



NEW YORK (Adage.com) -- NBC Universal digital czar Beth Comstock on surviving and thriving in the new media revolution: "Content is still king, but the monarchy has been overthrown. YouTube, MySpace, iTunes -- it's the invasion of the pronouns in a world all about me." But big media has a new place in the universe.

Ms. Comstock's comments, delivered at Mipcom, an international programming tradeshow in Cannes, France, echoed those made last week at the Association of National Advertisers by Procter & Gamble CEO A.G. Lafley and Burger King Chief Marketing Officer Russ Klein, who spoke about the need for marketers to cede control to consumers.

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