Your video is loading. An ad starts playing. It feels like spam, you turn the sound off and check another webpage. Another typical scenario for users, which begs the question – how can online video publishers receive revenue when advertisers see no point in advertising to an audience who doesn't care?

A rude awakening in the news that Vodacom is becoming a media company.

It's not about the firm's distribution of a bouquet of other people's TV via 3G (and in future DVB-H). It's not even about content as such.