The Other Camp Chimes In

In comments on today's Spin piece, Chris Larsen from McDonnell Haynes Advertising says:

Re: “Internet is not a passive medium…”

While Web 1.0 and 2.0 may be all about interactivity, implicit in the strength of the Internet as a transport medium for all forms of communication is that the individual will ultimately dictate whether it’s active or passive. Aren’t you looking forward to a time when TomTV lets you program your own entertainment from billions of pieces available on-demand-pay-per-view content? I am (ChrisTV, that is).

This is what I mean when I say that the Interactive marketers are settling into two camps. One sees the Internet as a series of pipes through which they'll push "content" to "consumers." The other sees it as a natural extension of the dynamic of human interaction.

The first camp believes that if the "consumer" can pick the content they'd like pushed to them, that somehow makes up for the notion of turning the Internet into a one-way medium. Not so.

This is the kind of thinking that leads to tiered access and top-down control on the part of Big Media.