A recent article I just read touches on TV news broadcast and it highlights how entrenched traditional broadcast media is with regards to utilizing the internet for video content distribution.

The old school tv station managers are fighting tooth and nail at the idea of transforming their tv news divisions into media news divisions.

It requires a whole new way of thinking, and change is unpleasant for many people who are set in their ways.

Many claim that the web doesn’t have a proven business model - that understandable given the dot-bomb fiasco of the late 90’s. But given that the pace at which technology is changing, and viewership is moving away from tv and to the internet, it may be high time for some of these people to take a chance and jump in with both feet.

This is going to require a new business paradigm, but the changes taking place are moving ahead without stopping.

Solo VJ’s marketing themselves need to understand this as well. Although shooting video is what we want to do, the reality is, this is a business for many, and as such, there needs to be an assessment of other factors such as proper training in multiple disciplines, business sense and a willingness to make mistakes without fear of reprisal.

There are avenues besides traditional broadcast television. It may require building your own brand - if it fails, so what. But if it doesn’t, you may well have created something that will grow into something that is fulfilling - and economically viable.

Either way, the new breed of solo video journalists need to adapt or perish.