The internet is dead and boring according to Mark Cuban, internet A-lister, venture capitalist and TV impresario. He believes it has become a “utility” and therefore a bit like electricity or water — yawn-inducing!

As always this kind of argument concentrates on the medium not the message. For example, ten years ago childrens’ books were dead in the water — today’s kids are “visual”, brought up on screen games and videos. They couldn’t get into textual stuff at all.

Then the Harry Potter books arrived on the scene. Not only did they revolutionize the sales of children’s books, they also hugely boosted another old medium, the movies.

We’re always saying here in Syntagma that the medium is boring — it should be. All mediums should be unobtrusive, allowing creativity to flourish. The message is the thing. Find exciting new content and even the most ancient technologies, like books, magazines, television and film, come to life in a splurge of fresh excitement and initiative.

The internet is a platform. At present, there’s nothing to match it as a pipe for instant content. Most content is rubbish, of course, but the opportunities are there for anyone who can grab the public’s attention or imagination.

The medium is not the message. The message allows the medium to thrive. Quality content makes the internet valuable. Find that, and you’re in business.