Media is a wheel of change in the informed society and it plays an active role in the dissemination of truth in the general lives of the public. Business owners, politicians and individuals like media for very different reasons. Each one has its own agenda. The flow of information can be controlled and monitored by the media owners, and groups who are generally hands in gloves with the incumbent political party in power. The total ecosystem for managing information begins the cycle of sharing only those information that is harmless to the owners. In the digital world, sales and growth are driven by the quality of the content available on the platform.
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Having the courage to share the true information is regarded as the true power in today's world. The overnumbered social media platforms have created a cacophony of misinformation and biases floating on the web. It does not help anyone except the people behind them. Content creators are becoming self-serving given the changing dynamics of online audiences. The traditional media structure is filled with inefficient components which need to be fixed for the further growth and improvement in the sector. The monopoly of current media owners and content distribution platform is unsustainable for the growth of the media.
Creators, publishers, and consumers are not on the same track given the motive behind each of their action is vastly different. The presence of intermediaries between creators and consumers is another challenge for the success of the independent media. Do you think there is any possible solution for the current media platforms and content creators?
**SOLUTION OFFERED**
MEDIA protocol is the solution for the Media Industry. It is an open architecture that allows direct incentivization for the content consumption. Built for the community of creators, publishers, and advertisers, it allows two –way flow of tokens in the ecosystem, where publishers can pay consumers directly. Cryptocatnip is the first decentralized application integrating the MEDIA protocol. Different kinds of tools for the creators, publishers and the advertisers are available on the platform. Third-party applications and affiliate apps can become the part of the ecosystem by integrating their services into the ecosystem.
Reward algorithm developed by the team acutely measures the reward of the different participants in the ecosystem. Like or engage a piece of content, consume content, share the content and Participate in market research activity are the four different kinds of consumer interaction activities that are currently being rewarded by the publishers. The content promotion activity includes registering an URL using the MEDIA protocol for the different advertisers.
Consumers can award the tokens to the content creators for producing more meaningful content on the platform. They will create a Content recommendation server based on the AI and Machine learning to suggest great content according to the preference of the consumer. Authentication, security, identity, and reliability are the key principle on which the protocol is designed.
**Conclusion**
Community, content, and convenience are the three key pillars on which the centralized media platforms prevailed. A large number of users are concerned about the quality of the content and nature of access. Multiple problems in the digital advertising have pushed the consumers on the edge. They have to search for the alternative and find the quality content in the market. The solution presented by the MEDIA protocol creates a balance between the creators and consumers. It rewards the consumers for their time and attention on the platform.
This creates a long-term relationship between the consumer and the creator. Decentralisation is the key component which will change the future discourse of the media. Based on the Smart contract, the platform aims to become an alternative economic model for the centralized media industry. Content consumption and distribution have found a new way of operation, and it is up to the consumers and creators to lead the path forward. There will be multiple challenges on the way forward but the technological innovation will help in solving those challenges. What do you think about the future of the content consumption and distribution?
**Website** - [https://www.mediaprotocol.org/](https://www.mediaprotocol.org/)
**Whitepaper** - [https://www.mediaprotocol.org/papers/whitepaper.pdf](https://www.mediaprotocol.org/papers/whitepaper.pdf)
**ANN** - [https://bitcointalk.org/index.php?topic=3396313.0](https://bitcointalk.org/index.php?topic=3396313.0)
**Telegram** - [https://t.me/Media\_Protocol\_Community](https://t.me/Media_Protocol_Community)
**Published by** - dannywhelan
**Profile** - [https://bitcoi](https://bitcointalk.org/index.php?action=profile;u=1606458) [ntalk.org/index.php?action=profile;u=1606458](https://bitcointalk.org/index.php?action=profile;u=1606458)
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