The Soap Opera: Back to the Future?

Stories used to be the monopoly for media companies. In the first days of media, FMCG companies used to directly commission series ("soap operas") in order to place their products in them. The next stage of media business saw a stronger separation between media companies doing the storytelling, hence creating the enviroments into which advertisers would pay to present their advertisements. However, social media changes it all: The monopoly of media to do the storytelling is gone. Just look at what Coca Cola or Red Bull are doing on their websites. Provocatively:Brand + Storytelling + Social Media = The End of Old Media ?Provocatively put: Will we see detergent companies having their soap operas produced again directly and use social media as a relevancy and distribution filter for its users (=consumers)?