In this world where senior level corporate execs tend to think of young people as the blue segment on a pie chart (you can talk to young people you know, they're not file sharing, sex obsessed, gun wielding drug addicts - well, not all of them) thank God for people like IBM, who selflessly state the bloody obvious to help us all figure out how to engage with these pesky tech savvy young consumers that we all have to sell to these days.
IBM's media consulting division has published a report called 'Navigating The Media Divide' which warns traditional media and content companies that the kids are turning to more interactive online content channels like YouTube, and that they therefore need to embrace new sharing and user-generated content platforms, to adopt a more flexible approach to protecting their copyright, and to develop new content and advertising products specifically for digital platforms, rather than just repurposing existing TV content. Ah, so that's what we should be doing is it? Why didn't anyone say?
You can insert your own Pope-Catholic or Bears-Shit-Woods gag, yeah?