"The threat"

"NEW YORK; April 16, 2007 – Media and entertainment executives see the growing ability and eagerness of individuals to create their own content as one of the biggest threats to their business, according to results of a survey released today by Accenture (NYSE: ACN).

In its annual survey of senior executives in the media and entertainment industry, Accenture examined the growth strategies of companies across the landscape of advertising, film, music, publishing, radio, the Internet, videogames and television."

A threat? To whom? The music and TV studios? The agencies? Indeed, facing a threat will be those brands that are not supplying the consumers with the right tools in order to get them emotionally involved in the shapping of the brand, but instead they're just telling them to buy the brand.


[Source: Accenture Survey]