
One thing that throws me is the conference's subtitle, 2012 Stories from the near future. You would think that such a literary bunch would know that 2012 in the date for the end of the world on the Mayan calendar.








Drawing on more than 80 interviews with key figures in the print, broadcast and electronic media, and with unequaled, behind-the-scenes access to some of today's most important news organizations, FRONTLINE correspondent Lowell Bergman examines the challenges facing the mainstream news media, and the media's reaction, in "News War," a special four-part series.













But Bud.TV is striving to be more than a repository for Budweiser ads and lighthearted, slightly mocking beer-commercial humor; Schumacker and his team are aiming to redefine what an online entertainment network and marketer-created content can mean in a short-attention-span world.
Anheuser-Busch has budgeted more than $30 million for the start-up costs and the first year of operations of the site, but Ponturo told me that figure is likely to pass $40 million by the time 2007 comes to a close.
The Web site’s technological demands have proved costlier than planned, and Bud.TV’s voracious appetite for new content — at least 15 new segments will be posted each week — has eaten through expectations and forced Schumacker and his team to decide as they go just how much they are willing to spend on programming. The development and production tally for the first three shows Bud.TV commissioned (“Truly Famous,” “Replaced by a Chimp” and a makeover show for clueless Casanovas called “What Girls Want”) came in around $2 million, averaging between $20,000 and $25,000 a minute. At that rate, Ponturo told me, the annual budget would be sapped in a matter of months. “You can let the ball of yarn get away from you very fast,” Ponturo said. The later shows, he added, are costing a more affordable $6,000 a minute.
Beyond keeping a lid on programming costs, Bud.TV executives will also deal with some of the pit-of-the-stomach dread that comes with the job description of any network executive: the tyranny of ratings. If after a year, between two million and three million people between the ages of 21 and 34 are visiting each month, “It would put us in high cotton,” Ponturo said. (An audience of that size would tower over what sites like Heavy.com and Break.com see.) But if that traffic figure is stalled in the mid-six-figures, “then I would think that we’ve missed the mark,” he said.
In this topsy-turvy world of media and entertainment, where marketers play programmer, studios play ad agency and viewers play possum when traditional ads come on television, one other twist is in the offing. If Bud.TV becomes a virtual hangout for young men, Anheuser-Busch may well start selling advertising to other companies who crave pushing their marketing messages in front of this fickle audience. That debate is already taking place within Anheuser-Busch. At first, Schumacker itched to market Bud.TV. But on further reflection, he realized that that would negate the streamlined, almost minimalist design of the site. After all, Schumacker told me, he didn’t want Bud.TV to look like it was selling out.







