Why Next New Networks needs to get blogging

16 06 2008

There’s one online media company that I know almost as well as Shiny Media, and that’s Next New Networks (NNN). My heart skips a beat each time I get a Google Alert with their name and I religiously devour each word written on the company blog.
This is largely because NNN has quite a lot in common with the company I am a shareholder in, namely Shiny Media. Both have trailblazed an online format that mixes copious amounts of video with traditional blogging that I believe to be the template for the future of many media companies.
The interesting part is that while Shiny has taken a million or so quid in funding, NNN has been invested to the tune of almost $30 million. Even more interesting because Shiny has so far attracted a very impressive range of advertisers including Nokia, Marks and Spencer, Vodafone, Sony, Dyson, LG and many others, while NNN’s blogs and videos seem largely bereft of any advertisers.
Nevertheless this week’s announcement that NNN’s CEO Herb Scannell was stepping down, or rather moving sideways to become chair of the company, came as a bit of surprise. Scannell is of course a huge player in the TV industry with a CV that includes stints at Nickelodeon and MTV. Yet given the tone of the post on the NNN blog it is pretty clear that the company is about to undergo a fairly seismic change of direction.
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