Myth #5: Quality content is king, and old media is finally on even footing.
Reality: How many times have we heard this myth and yet, time and time again, are proven wrong? Great branded content behind a walled garden reduces its value dramatically. The belief that people will continue to switch platforms and follow the content simply isn't true. YouTube still trounces the sites of traditional media companies that offer "exclusive" content. Old media remains extremely proprietary about content, but still hasn't found a way to legislate, litigate or propangandize the problem away. In all likelihood, they never will and will eventually need to recognize that consumers control content online.

YouTube allows democratically-created channels, creates communities and draws in users for extended viewing sessions (via related content, response videos, etc). No other video vendor has been successful at offering those features, though many have tried to replicate them. Content owners need to realize they don't own the audience anymore. Additionally, there is a huge world of new content for which there is no offline analogue -- it's distinct from TV. There is a huge supply of user generated content that is generating its own demand. Rather than reject this type of content, advertisers need to embrace it.

Myth #6: TV offers a better broadcast environment and higher quality than the internet.
Reality: While TV is certainly moving towards high definition, online is also moving quickly down that path. There is already HD content available online, including video games and movies. Most computers that have a 1280x720 or higher display resolution are already capable of displaying HD content. Nielsen estimates that broadband penetration will surpass 90 percent this summer. For the typical internet user and TV viewer, the quality difference won't be that significant. Additionally, the internet obviously offers more interactivity than television -- compensating for the slight disadvantage the internet has in broadcast quality. Marketers promoting products that tend to be more immersive, such as movies, video games or automotive, should use the highest quality video formats available (and expect to pay a premium, natch).