Back in August, I used this space to talk about Jon Stewart's great Wired interview that totally supports the notion that "content is king." Well, at the end of the piece, he was asked about how people will be watching the show in 2008. His reply? "We make the donuts; We don't drive the truck."
Perhaps, but all us "donut makers" out there are going to have to start worrrying about delivery – and sooner, rather than later. This point became obvious once again in a recent story about how MTV has just cut a deal with Sprint to provide clips, short content, and other programming pieces from all its networks. They already have a similar arrangement with Verizon, and the article speculated that more deals are coming with other wireless carriers.
Of course, MTV also has a deal in place with Warner Music for videos that will be streamed on cell phones. And MTV already has deals in place with carriers in Europe, Japan, and China.
No doubt about it. We'd better start thinking about not just content, but platforms, delivery, and how people will be entertaining themselves in the not-so-distant future. And watch out for the ones with the chocolate sprinkles.