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Blink and you missed it, however the currently fuzzy line in between media and tech simply disappeared.It happened at some time over the past seven days, a span of time over which a flurry of statements came so fast and furious that you didn’t even understand the landscape had actually moved under your feet. To wit: Silicon Valley’s premium-video ambitions are

barely a new phenomenon. What we’ve seen in this last week is an acceleration too disconcerting not to call out.The expansion of original programs coming from outside Hollywood should be

a severe concern for a home entertainment market just beginning to see this increase of competitors– especially amongst mobile-centric young consumers– for its core services, pay TELEVISION, and box office.The previous couple of years have been hard adequate offered the increase of Netflix, followed by Amazon Prime. Their global attack on the TELEVISION company is well under method; their attack on the theatrical film market is simply getting started.Now a second wave is beginning to crest, and who understands: Possibly what Apple, Facebook and others are formulating might eventually become a larger wave than the tsunami Netflix and Amazon triggered.Maybe the success of these very first movers suggests there isn’t much viewing time up for grabs for this 2nd generation of intruders. But the threat stays that there is more room for still more tech players to get mindshare.And it’s not simply about the five business mentioned above. Brace yourself for Vidcon, the annual showcase set for later on this week in Anaheim, where Google’s YouTube will likely spotlight its own newest content efforts, not to mention others from Instagram to BuzzFeed.There are still others that merit attention, like Twitter, which increase to 800-plus hours of live video in less than a year, and Spotify, which has hardly scratched the surface of how it is programming video for its own massive base of paying subscribers.It’s not like Hollywood is asleep at the wheel here; the corporations’competitive action to Netflix and Amazon, Hulu, lastly has an initial series hit of its own to boast of in”Handmaid’s Tale”and a fledgling brand-new

skinny-bundle business. But as we saw last week with the layoffs at NBCUniversal’s new streaming-only funny brand name, Seeso, there’s going to be counter-punches to the tech onslaught that just do not land.Nor is Silicon Valley unsusceptible to failure on this front. Doubters may not be worrying at the large volume of initial material piling up in the tech world because we’ve currently seen some big companies who believed they might take on Hollywood get humbled rapidly. Reflect to 2015, when Yahoo lost at least$ 42 million on several initial series consisting of “Neighborhood.”< a href=http://variety.com/2014/digital/news/microsoft-to-close-xbox-entertainmment-studios-gets-out-of-original-programming-game-1201263982/ rel=nofollow > Microsoft shut down its Xbox Entertainment Studios the year before its own enthusiastic series strategies even launched.A couple of weeks ago, it appeared like Apple was headed down the very same road. One unscripted series,”World of the Apps,”was unceremoniously discarded onto Apple Music recently and another,”Carpool Karaoke,”saw its launch delayed till August. It appeared that special spirit of development Apple brings to everything it does wasn’t going to penetrate its first initial programming efforts.But now that heavy hitters like Sony’s Zack Van Amburg and Jamie Erlicht are in place, Apple needs to be taken very seriously. It’s not entirely clear yet how big the scope the company’s aspirations remain in entertainment, however you don’t hire these people unless you’re about to take a huge step

forward.Same chooses Facebook, which has proceeded gradually on the video front without a clear strategic endpoint. While Ricky Van Veen’s intent to create initial content was signaled to the marketplace earlier this year, the open-endedness of that intent made it negligible.But now that as of last week, there are actual productions in location, including a canceled MTV series with Nicole Byer en route, Facebook has to be watched closely. The power of its platform demands that respect, even if, as with Apple, the full extent of the vision Facebook is giving the table isn’t really clear to anyone but itself at this point.What Snapchat and Musical.ly are presently doing in tandem with established media companies with short-form material isn’t on the order of what Facebook or

Apple are cooking up, but it’s significant in its own best considering the evasive younger demonstrations gathering together en masse on these platforms. The media-consumption routines of tomorrow are taking shape here; the similarity NBCUniversal and Viacom wouldn’t be collaborating here otherwise.Which is why no one must be so quick as to reduce the media landscape to something as easy as a zero-sum video game. When these enormously scaled digital distributors deepen their dedication to content as they are doing, they offer a growing set of buyers to which Hollywood can offer or window its content. However breathe to appreciate that all these things taken together represent the most alarming escalation of Silicon Valley’s financial investment in material than we have actually ever seen.

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