Bizarrely, the launch of 18 Doughty Street, which seems to be a video-on-demand online TV channel run by some right-wing thinkers, prompts this thought.
The opportunity, as we know, for distributing video and streamed content online, thanks to broadband and consumer technology prices, is bigger than ever and shows no sign of abating.
Fresh from our own IPTV experiences at ... ahem ... mediaweek.tv, the appeal of bringing some of the work Media Week does in print to life online clearly has appeal for us in the office, as it does for readers - as we've now happily found.
The issue about rights is not insignificant of course, but now that with a bit of dosh and a photogenic presenter you can create your own TV content, and distribute it, it also becomes less pressing.
Success for the likes of 18 Doughty Street will only prove the point that there are audiences for streamed TV online. And, as we know, the viral effect of a piece of compelling video content can be incredible.
Find a good audience and advertisers and sponsors will follow. And by proving the value of such work, it follows that the rights issues will be resolved. So there is opportunity for entrepreneurs, but I feel there is opportunity for so-called traditional media owners.
For years, with one, two, three, four or, even, five terrestrial TV channels, viewers have struggled to find their way around. Hence the growth of the TV guide and listings.
So, maybe, there is some positive news for the Radio Times, but even more compelling is that the power of aggregation online, with a direct link to video content, could be immense.
That could be provided by a broadcaster such as Sky or even the BBC. The purchase of YouTube shows that Google could be a player, and confirms that becoming one is easy if you have deep pockets and ambition.
On a smaller, more innovative note, perhaps IPC could follow Reuters lead and follow the virtual viewer. How about a news-stand in Second Life with a TV guide at the front. Perhaps even avatars can get bored.
Philip Smith is head of content at Brand Republic.
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