Another step in the direction of social and mainstream media integration.  According to Brand Republic, TiVo, the DVR manufacturer, has struck a deal with Google's YouTube that will allow US viewers to watch the video-sharing website through their television.   Tara Maitra, vice-president and general manager of content services at TiVo, said: "TiVo's strategy is to bridge the gap between web video and television and make as much content available as possible for our subscribers. Being able to make available YouTube videos to the TiVo subscriber base using one device, one remote and one user interface is another major step in our commitment to combine all of your television and web video viewing options in one easy to use service."  Apple arranged something similar with YouTube last year, allowing Apple TV users to view a selection from the website.

Another indication that the social media storm is not going away anytime soon.  And another pointer to any PR people and measurement agencies trying to hide from the mighty tornado that there will soon be nowhere left to hide.  Okay, so we all know we need to embrace it; question is, how?

It's clear that these new consumer-ists (journal-ers? i-reporters?) need to be communicated with in very different ways from mainstream journalists.  Mass press releases just don't work, they do care about scoops but are very wary of looking to be communicating corporate messages.  However, just because the boundaries are blurred, and in some places fully entangled, doesn't mean PROs should panic.  The same principles still apply to communication, it's just a new way of delivering it.  In fact, I have a theory.  Most people who generate CGM tend to be, as the name indicates, consumers.  Consumers will always be influenced by mainstream media, or at least draw facts and knowledge, if not opinions from it.  If PROs can identify the subjects, journalists and outlets that influence the bloggers, the same principles can still apply.  It's just a double whammy.  A case of influencing the influencers.  Metrica's made great inroads to this area.  Finding out what your key bloggers are interested in, the publications they link to, cite and draw their own conclusions from, can help close the loop between MSM and CGM.  Although it's clear CGM contributors—and all the associated new ways we communicate with them—are not going away any time soon, neither is MSM or the journalists we know so well.  So, as long as we are targeting the right journalists to try and influence the blogosphere, the message will get out there.