Digital Media encompasses so many things at this point it’s hard to really pinpoint what the term describes. One place where you can regularly listen in on the discussion about all things digital is the On Digital Media podcast, which is a podcast all about technology, creation, distribution, consumption and monetization of all things falling under the blanket banner of “digital media”. Hosted by John Federico and Chia-Lin Simmons, two self-described marketing geeks who also happen to be heavily entrenched in the world of digital content delivery, On Digital Media tackles interesting issues in the online content space in every episode. You may also remember John from our interview at last year’s Portable Media Expo, where he talked about Audible’s new Wordcast service. In this conversation at the 2006 Portable Media Expo, Jake talks with John about On Digital Media, how he got started in digital media and some tips for people who want to make digital media.

John Federico On Digital Media

I don’t get it. Should I be using Napster, URGE, or Zune? Should I be using the Clix or the Zune? Should I be using Windows Media Player 11 or the Zune Marketplace software? There are too many choices, many of which are not interoperable, coming to me from the same company: Microsoft. Instead of simplifying the market, they’ve made it slightly more complicated with Zune (and likely pissed off countless partners in the process).

So, on one hand, I’m being told that URGE in combo with WMP is the way to go. On the other hand, I’m being told that Zune is the way to go (hardware, software, subscription) is the way to go. I certainly appreciate that there’s somewhat of a unified experience with Zune, but… now I have one more subscription to worry about… one more piece of software to worry about… and yet more choices that seem to completely nullify earlier efforts of Microsoft (itself) and its partners.

That I can see, there’s no clear cross-over between the Zune and Windows Media Center, for me to take my recorded shows on the go (since the Zune plays video). There’s no interaction with any other Microsoft product other than Windows. There’s no path to personalized media (podcasting, DVD ripping, etc.). In the interviews I’ve read, all of this is by design.

It’s almost like Microsoft is competing with itself – like it’s taking a mulligan on all earlier efforts in the digital media space.

Microsoft’s Zune Competes with Microsoft

While much of the advertising attention at SES is focused on pay-per-click programs in the search engines, there’s still room for more traditional approaches to marketing and advertising using rich media to provide a solution. At SES San Jose, Chris spoke with Rick Corteville of Organic, a company that specializes in finding the right advertising campaign for clients across a broad range of rich media opportunites. From advertising through video on the Web to more traditional video outlets, as Organic puts it, “We think about digital media in the broadest and most holistic sense — across multiple screens and platforms. We like addressing complex problems with thoughtful, simple solutions.”

Rick Corteville of Organic on Rich Media Branding