This Revolution will NOT being Televised!

I anticipate Steve Jobs announcements like a big Hollywood event movie opening for couple years now, thanks to the Web. His annoucements/performances were usually not televised until they decided to broadcast on the web. I can talk hours and hours about his awesome presentation styles, techniques, and infamous 'reality distortion field' but that's not what this post is about, anyway.

Last announcement was a low-key even by Steve Jobs standard. There were few minor glitches in his presentations but it didn't announce any major products, besides minor updates to iMac line and iPod line which now emphasized true multimedia experience. iMac line is less interest to me besides its new Shuffle style remote and Front Row interface that allows you to control your media on the computer. Even new so-called video iPod with slimer design and expanded storage was ho-hum. But in typical Jobs presentation, he had one more thing...

His introduction of new business model of selling music videos and TV shows were nothing short of revolutionary and breathtaking. Sure, Apple repeatedly denied making true video iPod since people don't want to watch 2 hours movie on a small screen, on the move, and I have to agree with them based on my experience with PSP. They wisely opted that this is an enhancement, NOT a feature for this new iPod. It has the similar form factor as the old ones, not to alienate or shock people--especially one month after the introduction of iPod nano.

Previous generation of iPods were able to handle videos, and that was no big secret. So what's new? As Jobs mentioned in his presentation, his teams at Apple built an infrastructer to support this business model of digitally distributing videos over the Internet. Netflix challenged old Blockbuster rental model with advent of DVD format since it was, and still is, cheaper to move DVD quality movie data physically. However, it is no secret that the future lies in online distribution where there's no physical media, no distribution center, nothing but pure bits and bytes racing through the pipes to your home/desk/iPod.

This also signals that Jobs finally buried his grudges against post-Eisner Disney, and partnering with Disney's new CEO. (More Pixar films/merchandises will be distributed by Disney, yay!) Sure, his TV channels are grumbling but there is no turning back. The cat is out of the bag. People may pay $2 for no ads, but Jobs may introduce ads supported TV shows like old TV model. The posibility is endless, and he paved the way to become the first BIG online distributor for every conceivable media for the 21st century.

Why am I excited? This moves opens the floodgates for minor production companies to find brand new distribution channel that is immediately cost-effective and efficient. Take a look at podcasts on iTune. I forsee a Video/Movie page where it will list all the latest to smallest video content that people are willing to pay, if it is good enough for $2, or less. The idea is to entice people to try new things beyond usual Hollywood offerings, without too much risk. Sure we got 500 channels, but when was the last time you saw good content on it? Or did you care to catch it at an odd hour? Sure I can TiVo it, but can you take it with you in your new, shiny black iPod and watch it whenever and wherever you want to? If this is not a revolution, I don't know what is.

There will be more shows and eventually movies when Jobs hammers out the deals other studios. Then we will truly get a Video iPod that everyone is salivating over. Maybe it will merge with iPod Phone that everyone is ALSO salivating over. Or it would be a tiny, tiny iBook that doubles as PDA + Phone + iPod. Apple is becoming the first vertically intergrated media company of the 21st century, which Sony dreamed years ago when they bought a Hollywood movie studio. Their business mind is still stuck in 20st century with PSP-a gorgeous machine, with UMDs that are pushed through traditional retail channels, in boxes, for $20 a pop. They sold better than they expected, but it's a doomed channel until Sony finally gets off its lazy behind and starts its own online media distribution center. Come to think of it, it needs one for upcoming Playstation 3 as well. But is there a charismatic leader/visionary likes Jobs that's merging all these efforts and providing a common goal? I doubt it.

So I bought two videos: Michael Jackson's Smooth Criminal music video, and the premier episode in the 2nd season of Desperate Housewives. The video were downloaded within 10 minutes via my broadban, wireless connection. Smooth Criminal is just a collage from the MJ's vanity movie, "Moonwalker." Honestly, I'm waiting for the DVD release of this movie, because I love this song, and I love the dance portion in the movie. But the music video was totally different beast and I'm a little let down. But for $2, no hard feeling. Desperate Housewives was good. Since I have no iPod, yet, I watched it on my Powerbook, full screen, and the quality was comparable to watching VHS, if not DVD. But it's a TV show, and I'm not poring over details or cinematography. I'm simply following the characters and the story that I've grown to love, as any hit TV show. It will be cost effective to buy them the whole season set, like they are offering for the 1st season, but if you gotta have your fix, you gotta have your fix. I can download the episodes free off the net, but why would I waste time doing that when I can click a button and get it in minutes? My time is more valuable than waste time to find free, bootleg versions.

I think it will be sooner than later that there will be a film or a show debuts exclusively for iPod/iTune. The numbers are there, the infrastructure is there, the money is there, and there is the novelty factor--watch the very first exclusive premier of your film/show title goes here. I want to be there before you, yes. So Mr. Jobs, where do I sign up?