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It’s been quite a few years since WWE has been on the forefront of pop culture, but now, possibly because of a forced hand, it once again finds itself blazing trails. Its newest TV show, NXT, a reality-type show (with minimal wrestling, of course) that debuted last winter, will be leaving TV altogether and heading to the Internet. (Tuesdays at 10pm, for the record.) WWE says it’s the first TV show to leave TV for the Internet, something that I wouldn’t even be able to verify, but it does speak to a broader move in the world of entertainment.

Moving NXT to the Internet is an experiment. Perhaps it’s one borne out of necessity, but I’d be shocked if TV executives around Hollywood aren’t checking in to see how it does.

The real question is whether solutions like these will be enough. By some estimates in just a few years we will reach a point where all the information on the Internet will double every 72 hours. Double. I'm running out of metaphors to describe the magnitude of this content creation. The predictable result of this is that brands are beginning to focus on content creation when they start to look at social media. What are we going to create, or what are we going to get our customers/patients/fans/audience/victims to create? Is that really the best question we could be asking?What if you were to ask about the person that makes sense of it all? The one who sifts through all the content and picks out the best and most worthy. This person is missing from most corporate communications teams. It's not a commonly defined role on any ebusiness teams. In fact, there are few jobs like this at all. The closest comparative role may be contained within the rising Library 2.0 movement (one I wrote about some time ago), but this is not frequently linked to business communication or marketing. If this role did exist, what would it be called?

Gartner (Stamford, Connecticut) reckons that at least some of that growth will be driven by cannibalization of other sectors as sales will jump to 54.8 million units in 2011 and double to about 103 million units in 2012, 153 million units in 2013 and reach 208 million units in 2014.

Mr. Hecht predicts that video and mobile advertising will make up a bigger market than graphical display advertising and that the impact will be seen on the creative side. “The notion of dynamic messaging and advertising is going to be critical,” he said. “The real-time buying aspect of this is going to turn into real-time creative as well.”