The future of content creation and the role of advertising were up for discussion at “Start-Ups: Powering the Media Metamorphosis,” a panel held Monday, April 8 at the 2013 NAB Show, which featured five young entrepreneurs who have launched companies on the leading edge of media technology.

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Melinda Wittstock, CEO and founder of NewsiT, said that today people want content that gives them a sense of community. “They want facts and friends that are relevant to them in the moment wherever they are. They want to be part of the story and be storytellers as well as listeners.”

For that to work content needs to be authentic and interactive, said Greg Narain, co-Founder of Chute. “That’s when we see engagement and people sharing,” which leads to experiences that continue to build, “[Content] is not a static thing. It lives and evolves which gives people a reason to return and participate.”

And today, with the technology that’s available, that participation includes more people than ever creating their own content -- a pattern Mike Folgner, CEO and co-founder of SnappyTV, believes will only grow. “There is going to be an explosion in the amount of linear, on-demand content being produced.”

Media companies aren’t the only ones affected by changes in consumer expectations. Raj Aggarwal, CEO of Localytics, says brands need to work harder than ever to build strong relationships with consumers. “It’s not just about having an ad network and filling space. It’s about creating content that can make people feel part of the experience.”

Then it’s a matter of placing that content in the right environment. “Advertisers are looking for access to specific people,” says Wittsock. “If you know who’s coming to your site you can better monetize those audiences.”