Viral Video and the Shift to Consumer Control

A big shift is happening across all media. Now consumers are in control.
They can choose to watch whatever they want, whenever, and on whatever device. This shift in power to the consumer can be unsettling to brands.  The traditional model with broadcast media enables a brand to get more "airtime" if they spend more.  But with consumers in control to choose, they will naturally gravitate to the highest quality or most "viewable" content.