The explosion of content from television producers bringing original content to the Web may look on the surface like a consumer content story, but it's really only a very visible sign of a broader story impacting all content producers. In a world with a limitless supply of content via a universal Web traditional content distribution is on its way to becoming a secondary business model. With the emphasis on getting the attention of audiences saturated with content options profitable publishing is less about controlling distribution and more about helping others to push content into its most valuable context without traditional distribution deals. Original Web-first content production is an important step, but without context-driven value the job is half done.

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