Something’s Gotta Give in Online Video

Google’s recent struggles with CBS in getting video content online (WSJ, subscription required) illustrates just how far the traditional media still has to go in ending its resistence to change.

Everyone knows that the emergence and continue growth of the Web has broad, sweeping implications for copyright holders. From Napster to Google’s YouTube, copying protected content has never been easier. But the media companies haven’t been willing to step up to the plate and deal with the most effective and popular online distribution platforms.

Google CEO Eric Schmidt told the Wall Street Journal “he was sure Google ‘will eventually do some very significant deals’ with TV companies, but suggested that none were imminent. ‘I’m not in a great hurry on this issue. It’s more important to get it right.’”

I’m not so sure that Schmidt would be taking the same conservative stance if the media companies were ready to stop dragging their feet. They have to be aware that long-term, there’s absolutely nothing the media industry can do to stop people from using the Web to share their content.

Yes, they can sue and stifle innovation in online media distribution technologies. They can tie things up for years in the courts, slowing progress in the process.

And even if they were able to come up with a foolproof DRM software that would prevent unauthorized online sharing, it would be to their own detrmient. People are getting used to watching content how they want it and when they want it. That’s only going to become more the case. And no matter how compelling their storytelling, their media offerings will increase in irrelevancy unless they face those facts.

This is the same basic fear we’re seeing with public relations/brand management and the blogosphere, althought we’re heartened to see that businesses seem to be getting over that fear in recent months. I hope that the media industry is soon to follow.