Steve Rubel notes that ABC will begin to broadcast some of its shows online -- for free, and with advertising. In other words, its media on demand.

This is pushing us further along the evolutionary chain of media, which I propose will work something like this:

• We primarily consume broadcast media that is not on-demand. Some of it we pay for.
• The next step is to be able to consume it on demand. iTunes is enabling that, as is this venture by ABC.
• Next we get it more of it for free, but with ads.
• Then we get the ability to edit and remix it, and are even encouraged to do so.
• The original distributor of the media will serve as a platform that distributes remixed media.
• The more personalized the remixed media, the more feasible it will be to sell it, and often with decent margins.
• The remix and personalization of media will then get automated at some point, which will introduce new value chains. Value will probably then shift away from human media remixers and to technology companies that offer automated solutions.

Of course, the first and most basic step is to drop the "locked-content-you-dont-own-it-I-do" mentality that publishing companies currently have. Think creative commons, think open source. More value for everyone.

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