![](https://cdn.steemitimages.com/DQmXjm4mmyLgT3wMaPNzQWpwrMQmdpZR5pYNCs4GNRDGuaq/image.png)
Media Protocol is bringing decentralization into the content market to try and curb the inefficiencies that have been seen over the years in the centralized system of content creation, distribution and promotion. 

# <center>**Constraints of the centralized system**</center>
Centralization means that the entire content creation, distribution and promotion network is controlled by a small group of corporations which can dictate the type of content that is to be created, distributed and promoted using the available digital services. These are some of the key areas they control:

➡️***Price for services.*** 
For promotion or distribution of content, centralized bodies dictate the price that one has to pay for their content to be hosted in websites or advertised in various platforms. With companies such as YouTube having a large member base, they can easily charge higher prices because of the numbers that they have. In the current market, Facebook and YouTube are among the top corporations that dictate digital advertising prices as they have the mainstream masses and niche groups in their vast user base. Since content has to pass through these platforms in centralized systems, it is hard to fight for fair prices. 

➡️***Content penetration.***
 It is easy to dictate whether a video, audio or an article reaches the intended market if you control the market. Centralized systems can decide which type of content reaches their members. With censorship in various platforms, what these large corporations feels as the ‘right’ content will be published and pushed to their members while they prevent the spread of content they are not comfortable with. 

➡️***Type of content.*** 
By controlling the type of content that can reach their audience, these central bodies are indirectly controlling the type of content that content creators come up with. Freedom of expression is hindered subtly through this manner. Content creators are not able to freely express what they have because of fear of censorship from these platforms. 

Centralized systems promote bias and restrict the movement of content fairly within the platforms where it is hosted. This is however set to change with blockchain technology and Media Protocol. 

# <center>**A platform for content creators and consumers**</center>
Blockchain technology has been a revolution in many ways. Its distributed ledger technology is shaping the technological future step by step with a number of applications coming up periodically. In Media Protocol, they want to use blockchain to change the content creation, promotion and distribution scene from its centralized form to a decentralized system which would give content creators and consumer’s freedom to create and consume the type of content they desire. Moreover, through blockchain, Media Protocol will reward consumers for reading, listening or watching content that they love. 
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✅***Consumers***
Content consumers rarely get a chance to select what they would like to see or hear as companies collect their user data and fill them with suggestions of what they would possibly like. While this works in some cases, the ability of choice is to remain with the consumer and their privacy must be upheld over the need to predict consumers’ possible taste. Media Protocol brings consumer privacy back, using blockchain to track user data. Users of the Media Protocol platform can know if their data is being used and how it is being used. 

User data is mostly being used for targeted advertising to try and increase revenue by making each ad effective. This has led to infuriating links known as ‘clickbait’ which exploit users’ inclination towards certain content. Giving data control to users prevents such practices from happening. 

Consumers also get to take in what they love while being rewarded to do so. Consumers will also be rewarded for giving feedback through surveys and other data gathering methods that will be used by Media Protocol. Even as consumers provide feedback, it will be done anonymously such that no personal user data is given out unless the user agrees to this. 

Media Protocol’s platform provides the opportunity for consumers and content creators to interact through feedback which would help content creators understand the various types of content that their market wants. The decentralized nature of this platform makes it easier for consumers to get their desired content. 

✅***Creators***
Content creators will have a fair access to all the available content consumers through Media Protocol. If content creators intend to use their content as a way of advertising to generate revenue, they would better understand how their audience would like to receive advertisements. This would lead to content creators meeting consumer needs as best as they possibly could. 


Creators will also have a sort of free creative license where they can come up with content that does not have to resonate with everyone but as long as it satisfies their target audience, they will always have ready consumers for their content. 

# <center>**Cryptocatnip**</center>
Cryptocatnip is the ‘standard’ of what future decentralized applications will look like. It serves as a template and shows developers how they can easily integrate the Media Protocol platform into their applications such that their users receive incentives for content consumption. Cryptocatnip is a news and media aggregator providing access to content in the crypto sphere and those with interests on anything crypto can easily find the content they are looking for and get rewarded for consuming this content. 
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# <center>**Conclusion**</center>
Based on the Ethereum Protocol, Media Protocol comes as probably the best solution to challenge the control of the content creation and distribution industry by a few players. It opens up channels for more participants to interact and to share content while offering consumers a chance to generate revenue through reading, listening or watching what they love. Its high time consumers also get rewarded for their content consumption!  

***Further Links***
![](https://cdn.steemitimages.com/DQmYdAaDBwcdmDtRBckHa7EqHaY3EqDz69GpJpgzc63im7F/image.png)[Website](https://www.mediaprotocol.org/)
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