I. The Distribution Bottleneck -- Introduction: Value Migrates Upstream. Where Is the Money? Content or Conduit? 1. The Distribution Bottleneck Strategy. The Broadcast Era. The Cable Era. 2. The Digital Era: How Technology Broke the Distribution Bottleneck. Bits and Bandwidth: An Introduction to the Digital Era. Cable and Its Early Competitors. Videocassettes. Satellites. Telephone Companies. The Internet. Electric Utilities. Broadcast Television -- II. The Great Value Shift -- Introduction: The Digital Dilemma. The Vertical Question. The Horizontal Question. 3. The Commoditization of the Conduit. The Loss of the Bottleneck. How Do You Differentiate a Pipe? The End of the Inflating Subscriber Fee. The Spectacle of Production. Powerful Suppliers. Other Outcomes? Performance: Poor. The Real World. 4. Where Is the Value? The Corporate Response. The Holy Grail of the Set-Top Box. The Myth of the Content/Conduit Combine. 5. Digital Branding. Introduction: Sports
The Upside-Down Bottle. The Problem of Production, Part II. Information Overflow: The Case for a Filter. The Option of Agents. The Power of Brands. Endgame: A Few Dominant Brands -- Epilogue: The Great Media Free-For-All -- Why Television Will Win the Race to Create Digital Brands
