It's still easy to sneer at Allison as an overreaching wantrepreneur; her NonSociety made all of $60,000 last year and lost one of its three partners this year. It replaced an option from NBC's national network, Bravo, with a deal involving NBC's local lifestyle cable channel, a much smaller venue. And Allison's Time Out New York column ended — so when Sony calls her a "columnist and Web celebrity" it's a bit of a stretch.

But Allison has come a long way from selling Dunkin' Donuts product placement on her blog and pimpage in Herald Square, and from getting paid to blog about a cheesy trip to Sea World. In the pantheon of brands Allison has been closely associated with — AM New York, Star magazine, Dunkin' Donuts, Sea World, New York Nonstop, etc. — Sony is easily the most distinguished. And the electronics company is putting her in good company, alongside writer Amy Sedaris, singer Justin Timberlake and Indianapolis Colts quarterback Peyton Manning. Via national TV commercials, radio, print and online ads and retail display, Sony will hawk...

...the BRAVIA television line, Blu-ray Disc home entertainment, Cyber-shot digital cameras, alpha digital SLR cameras, Handycam camcorders and Sony professional high-definition camera systems, VAIO notebook computers and Sony Reader digital books

Allison is more of a Macbook and Canon and Kodak and iPhone/Kindle kind of girl. But if Sony — last real hit: PlayStation 2 — wants to connect with the Facebooking, Apple-loving young masses, it has to start somewhere, and spokespeople like Allison and America's Next Top Model judge Nigel Barker are clearly meant to help endear the company to the tech-savvy, style-conscious younger women Sony thinks should be buying its products.

So while reality television might be an saturated market, Alllison and her agents at ICM have stumbled onto a new opportunity for lifecasters, in a down market no less: Lending flailing tech companies a distinctly Webby buzz they hope to deploy against cooler rivals. For this, Julia Allison the crossover protocelebrity deserves her due. Now Julia Allison the aspiring Web media mogul has to finally show how her uniquely relentless brand of self-promotion can actually power a company (NonSociety) that offers long-term value to people other than herself. There will be, it is safe to say, plenty of people watching.

Every new messaging has brought studio complaints about how they're being killed with "word of mouth." Before Twitter, it was text messaging, Facebook, MySpace, "the web," email and, for all we know, AOL, television, FM radio, the telegraph and the passenger pigeon, which prevented hucksters from getting people to hand over money for what they think will be a good show, but really isn't.

So, here's the latest incarnation: Did you tweet about your disappointment in a movie, like Bruno? Did all your friends tweet back in agreement?

According to social media specialists, Universal is mad at you for driving away 73% percent of Bruno's ticket sales! When movie-goers take to their micro-blogging sites and hurl instant critiques at helpless studios, all their marketing machinery is rendered impotent. Some of this summer's alleged victims have included Bruno, Land of the Lost, and Year One.

After mega advertising campaigns, months of free publicity from hungry media outlets (and web sites looking for cheap content!), specialists hired to create Facebook fan pages and Twitter feeds, people insist on slagging summer movies on Twitter. Like, all Sascha and Universal wanted to do was expose the ugliness that lives in your heart through various stunts involving dildos and terrorists. Then you had to go off and mean about it. What's a matter with you?!

So how have the studios tried to harness the awe-striking a wrathful power of Twitter? Here's an example:

With Year One, Sony at first tried to get in on the action and created a promotional Year One twitter account that would cull all the posts tagged with "#yearone. Sad for Sony, though, most of those tags were attached to disparaging statements. So they tried to pivot and create their own Year One twitter meme!

But no amount of tweet co-opting could save the floundering flick (full disclosure, I have a soft spot for Biblical comedies that have fantastic Oliver Platt cameos, so I dug it — you're welcome, Sony!) But let's be honest here, Studios. Just between you and me, nobody else is listening right now: you really didn't expect that many people to go continue to see a shitty movie after it opened, right? You must have known that eventually people would talk. They'd tell other people how little they liked Will Ferrell screaming at the sky. Again. And though the time between seeing said shitty movie and then telling your buddies about how shitty the movie maybe has shortened thanks to twitter, you must have known from the beginning that you were pushing a shitty product.

So really there's only one way to combat the Twitter effect: Stop making shitty movies.

P.S. I really laughed during Land of the Lost! Sorry no one else did, Universal!

According to our tipster, who works for one of Sony's Internet service providers, MySpace's security team inadvertently banned Sony employees from accessing its site in the course of going after a spammer:

I just talked to MySpace's head of security and they are lifting the block.

Here's why Sony was blocked. They get their Internet through us. MySpace went after one of our customers for MySpace spamming. We terminated that customer because I hate spammers with a vengence, but then MySpace banned our whole [system]. In essence, MySpace believed we were just a hosting provider and not the actual Internet — i.e. providing transit connectivity where companies go through us to reach other companies.

Oh and it wasn't just Sony... Los Angeles County government along with Orange County government offices use us for transit. So they were also blocked.

We were emailing MySpace for a few days, but they didn't believe we provided anything more than dedicated servers. We believe the only reason MySpace finally unblocked our network was because we sent them a link to your story.

We were scratching our heads as to why MySpace blocked Sony when Sony spends so much money advertising movies and music.

Our tipster speculates: "Revenge for all the crap services that MySpace provided to Sony as a studio? Maybe." There'd be a ha-ha joke about how not being able to log onto MySpace's unusable site is a kindness, except that Hollywood studios, which set up pages for their movies to promote them, actually need to access the site. Here's the memo about the outage:

From: Brian Franke
Sent: Thursday, May 14, 2009 1:32 PM
To: Interactive
Subject: MySpace.com Update

Folks,

Just wanted to let you know that we are looking into the MySpace.com redirect to Google.com issue.

It appears to be on the MySpace end (unexpectedly), and has been escalated to their network team.

No ETA yet on a resolution.

Please contact me if you have time-sensitive MySpace deliverables, and we can discuss options.

Regards,

Brian

—-—-—-—-—-—-—-—-—-—-

Brian Franke

Executive Director of Technology

Sony Pictures Imageworks Interactive

Update: Brian Franke's colleague Nancy Kim, director of digital communications strategy at Sony Pictures Entertainment, sent us this email:

Hi Owen,

Can you please remove this article?

Not sure where you received that information? As Sony is certainly not "banned".

Please feel free to call me if needed.

Thanks!

Nancy

So now Sony has two problems: A ban by MySpace, and a digital communications strategy which seems to involve denying reality.

(Photo by xurble)

These next gods will, like their predecessors, be people whose professional and private lives, and even personal appearance, are of equal importance to hordes of obsessed nerds. They're people whose creativity and willpower are presumed to steer the course of personal technology, with legions of engineers and programmers and designers and manufacturing experts carrying out their vision. The key is putting themselves out for all the public to behold, with the hopes of becoming revered by apostles who buy anything they unveil. Seeing as we're running low on golden calves, let's check out the current options:

APPLE
Tim Cook
People say Cook is the man who makes the beautiful products turn into a beautiful pile of money, and he actually took over Apple when Jobs was recovering from his first surgery. A southern gentleman, avid cyclist, iron-fisted boss, mysterious loner, emotionless decider—man, Cook is so easy to reduce to two-word stereotypical descriptors, he's bound for godhood. Even his name comes packaged in a suave but unforgettable two syllables. The catch of course is that he can't ascend the mighty throne of Apple until the big cheese retires or bows out due to health. Cook's trod the boards at Stevenotes before, but now he's holding back—or being held back—perhaps because if he becomes big boss, he'll need a fresh start. All eyes not on Steve are on this guy. Can he fill the shoes left open and be the forceful visionary that Jobs is?
Chance of Godhood? 75% with a few variables we'd rather not think about

Phil Schiller
Schiller has helped sell Apple products since forever, but the general impression is that he's best used as a right-hand man, a Boy Wonder to the real Batman. The mullet/beer gut combo probably doesn't do wonders for his public image, either, though "death diving" from 30 feet up like he did back in '99 isn't a bad way to entertain the fanboys. It's easy to forget that Phil used to be involved in product development, including notebooks, and some even credit him for the addition of the iPod's clickwheel. We also hear that the man can kick some ass behind the scenes. He might have what it takes to be the next product don of Apple, but the current hierarchy won't make it easy for him.
Chance of Godhood? 35% assuming the Apple board is thinking like we're thinking

MICROSOFT
Steve Ballmer
The Monkey Man act may work to get attention, to rally your troops and put fear in your enemies, but it's too easy to make fun of in Photoshop. This kind of attention has taken Ballmer pretty far along the road to godhood, but the public doesn't often see the quieter, shrewder Ballmer that we know exists. The key is this: He is not a code nerd, but a Harvard-educated marketing-and-sales guy. Being able to climb inside the mind of the Average Joe, typically oriented around useful features instead of sheer software power, is what Microsoft needs to limit bloat in product design. If Windows 7 is a success, we'll see the Bruce Banner in this Hulk, but if it's not, it'll be "BALLMER SMASH!!!!" and the end of Microsoft.
Chance of Godhood? 85% assuming Windows 7 erases the terrible memory of Vista

Robbie Bach
Microsoft's Entertainment and Devices boss has Xbox, Zune, Media Center and a lot of other potentially tasty toys in his workshop, and he's rumored to be the man who would replace Ballmer. What's most important here? His group accounts for most of the Microsoft products that don't suck. Word is, though, that the limited profitability of his group, today, limits the amount of respect he gets internally. We say the rest of the company should stop and see what he's doing right. He certainly understands the art of the keynote, strutting around and working the crowd with the shoulders-forward energy of a college football coach. He may be too good at sticking to the script, though. His cautious replies may be good for stockholders, but you can't inspire the masses without a little bit o' crazy.
Chance of Godhood? 70%, higher if he is heard matter-of-factly admitting that Windows Mobile sucks

SONY
Sir Howard Stringer
Usually you get the "sir" appended to your name after you live a wild and crazy life in the public eye, but this guy is only more and more in the spotlight each year. When he talks he brings delightful controversy and charisma, but he doesn't do enough with big crowds. How come no gloaty Blu-ray victory dance party? Chilling with Charlie Rose isn't a direct path to divinity, but showing up with Tom Hanks at CES is a start. Still, Sony needs to regain gadget clout, not remind the world that it's a piracy-fearing movie maker. One thing he has done is give the Japanese firm a leader who isn't afraid to lay off when the company is bloated with employees not pulling their weight, unlike traditional Japanese CEOs. And he encourages Japanese employees to work abroad to increase their understanding of the customers of the world. But he's also been working hard to unify the company's software and hardware development not only in each division, but across product groups. Only Apple and Microsoft have done this successfully, but Sony is actually making progress here, behind the scenes.
Chance of Godhood? 45% because it might just be too late for the guy—or for Sony

GOOGLE
Larry Page/Sergey Brin
Never mind that Google keeps more products in beta than it launches or that these two are tech titans already on the web. Their first foray into hardware was received lukewarmly. But Google is here to stay, and no matter what CEO Eric Schmidt does, these two dudes' faces will be the ones people think of. The last 60 years of tech are full of dynamic duos—Woz and Jobs, Hewlett and Packard, etc.—but unless you've got the timing of Martin and Lewis, it's hard to pull off a tandem keynote. It definitely doesn't help when you show up late wearing rollerblades. We just hope that the company can give their Android division the support it needs to compete with the companies full time in the gadget game, because Android is not only disruptive, but it's the ammo that the phone makers need to compete with the all-in-one giants from Redmond and Cupertino.
Chance of Godhood? 60%, could go up if they release more products, or undergo the operation Damon and Kinnear had in Stuck On You

ASUS
Jonney Shih
Netbook-revolutionary Asus is probably the company (companEee?) doing the most with Apple's old mantra, "think different." Their stuff coming out of Taiwan is radical and fun, and Jonney Shih, little known in these parts, is the sole capitano up top. He's not afraid to rock the microphone, but he keeps doing it at other people's events. Asus also makes a lot of notebooks for competitors, and has hardware expertise to spare. But in terms of software, they're still limited by a strong dependence on Windows for their notebooks. As for their weak brand presence in the mainstream: Dude, you got some cash, time to throw bigger parties of your own, and not just ones timed with CES. And take another page from Apple: Learn how to keep products secret until they're finished and shipping.
Chance of Godhood? 40%, more if he finds a good barber and a dealer of fine turtlenecks and presentation sweaters

HTC
Cher Wang
The phone maker who first teamed with Google and launched the T-Mobile G1 is chaired by, yep, a lady! Named Cher! Cher actually got her start selling computer parts for a computer company, and helped found HTC to realize the vision of the true handheld computer. Even if the HTC brand is only a few years old to consumers, HTC has been making phones for other companies for a while: One in every six phones sold in the US this year were from her factories. They'll grow stronger now that Android is here and Windows Mobile is (hopefully) in a period of major improvement, but their branding and design is still a bit on the chunky side. From the looks of her official corporate portrait, she could probably use a queer eye or two—I know I sound like a dick here, but sadly society does judge women more harshly than men on personal appearance. My guess is that as someone who emphasizes being a "devout Christian" in her bio, she'd probably frown on the whole "tech god" thing anyway.
Chance of Godhood? 30% since Cher's probably too busy to take our advice anyway—she also runs the chipmaker VIA

PALM
Ed Colligan
Colligan's generally stormy course at Palm's helm finally reached some smooth waters: He just unveiled Pre, a fresh, attractive take on the smartphone, bolstered by healthy chunks of DNA from Apple and other new smartphone platforms via the talent they aggressively poached. He's proven he has what it takes to make big aggressive changes with this handset, and get the right talent in place, just like Steve Jobs would. And Colligan isn't afraid to make bold brash statements, a requirement of godhood. But can he go all the way? Currently, his problem is with presenting—he's not all that memorable, which might actually be good if you're the guy who introduced the world to the Palm Foleo.
Chance of Godhood? 15% cuz did I mention he believed, not long ago, that Foleo would "redefine how people work"?

Jon Rubinstein
The "executive chairman" to Colligan's "president and CEO," it's hard to tell if Rubinstein is sitting on the throne or next to it. He has our vote. The man in charge of bringing about Palm's would-be salvation, the Pre, previously at Apple led development of the frickin' iPod (maybe you've heard of it), and has actually out Apple'd Apple with the UI in this new handset. And Rubinstein's team is one of the only in the world that is capable of revolutionizing cellphone operating systems. He keeps it cool on stage, reminding us a little of Nintendo's amiable US boss, Reggie Fils-Aime. And his more than passing resemblance to Jeff Goldblum is a plus, too. One limitation in Palm that both Rubinstein and Colligan have to face: Palm will never build an end to end personal tech environment the way Apple and Microsoft can, even if they are on par in terms of making interfaces from the future.
Chance of Godhood? 55%, but sky's the limit if he can shoo Colligan away

AMAZON
Jeff Bezos
Bezos already was a god—a dotcom god. Many of those other former household names are now mercifully forgotten, but Bezos still shows up on magazine covers. He recently heralded in the eradication of DRM from online music retailers to the applause of paying music customers. But what really surprised us, and earned him a place on this list was that he had such a grand vision of what the ebook should be—the replacement of the book—and the funding and drive to make it happen. But he should do more live appearances to drum up more mainstream excitement over software initiatives like the DRM-free MP3 store and video on demand. And he needs to keep Kindles in stock long enough for people to buy them. Most importantly, he's finally learning that tech gods are only as good as their next products. Just because Bezos understands books on a deep level doesn't mean he'll ever be able to do any other type of gadget besides E-Ink tablets. That's ultimately limiting when it comes to building next-generation personal tech ecosystems. In the meantime, where's my Kindle 2?
Chance of Godhood? 30% if he does more bragging in person, though that braying laugh of his could be a liability

DEKA/SEGWAY
Dean Kamen
Back in 2001, the rumor mill leading up to the launch of the Segway rivaled any Apple buzz. Before the product was even seen, people wrote about it being civilization-changing, and as important as the internet. Kamen's been on a roll (get it?) since then, not just developing the police Segway, the golf Segway and some kind of Segway footstool, but also perfecting a water purifying technology and a truly robotic prosthetic arm, all while greening up his own private island. He's did it all with few mainstream public appearances: Showing up at All Things D with a video of the robot arm—not the real thing—was a misstep in our minds, but appearing on Colbert with a working water purifier was definitely a sign of publicity (and worship) to come. If he can invent something for the gadget lovers of the world that is as bright and thoughtful and life changing as his humanitarian tech, he'd become the Jobs that Jobs wishes he was.
Chance of Godhood? A tragic 45%, seriously, this guy is Q, MacGyver and Hank Scorpio rolled into one—why isn't he a god already?

FACEBOOK
Mark Zuckerberg
The sad fact is that our whole world is shifting over from hardware to software. Sure, Kamens are still needed to make sure there's progress in mechanical devices, but our toys are less and less mechanical. Facebook is probably the best example of an internet platform that has stolen thunder from the gadget world. Trouble with Facebook is that it's big and amorphous, and the charming Zuckerberg needs a second act to propel him into the heavens. Still, he's like 13, with his whole life and a lot of money ahead. He'll think of something. But to be a Gadget God, he'll have to always depend on the hardware of others. At least until we have browsers in our brains with which we can access our social networks with.
Chance of Godhood? 95% even if it doesn't happen in my lifetime

These are all strong candidates, but the assumption is that there will, in fact, be new gadget gods. Maybe, like the ancient gods themselves, our new era doesn't have as much use for them. Maybe it's not just the transition to software, but the shift from bright ideas to massive team efforts. Or maybe Jobs and Gates are the kinds of guys that only come along once a century, and we're gonna have to wait a little longer for something that divine.

Palm Pilots were the epitome of cutting-edge cool — in 1998. By 2004, when the movie came out, the PDA market had entered terminal decline, as people switched to keeping their contacts on increasingly advanced cell phones. And the best part?

Sony, whose movie studio released the film, exited the PDA business in early 2005. Not that electronics executives at the famously combative conglomerate would have ever tipped off their counterparts in Los Angeles.

Remember the original Walkman? The first Vaio? These days, Sony products don't threaten Steve Jobs. They irritate him. Even Sony knows their stuff's not cool. Look at the photos on their home page: James Bond. Pink. "Try to solve the mystery of the Passengers ... Save the world from bad music." No product shots except a thumbnail-size Playstation HD shoved in the lower right corner. I'm sure the focus group loved it. But to a gearhead like me it screams, "I'm Sony. Please kill me."

Just heard from my soon-to-be ex-Crackle colleagues that Sony is sick of tossing money down the ol' 2.0 hole (~$100m after the $65m purchase) and offering some the chance to re-apply for their current positions in Culver City before they move the operation out of Sausalito in three months. Seems that if you stick around (for what is unknown) for that amount of time, you'll get a month or two of severance pay... I'm sure there're a few newly minted middle managers comtemplating individual contributor roles once again.

Sounds like they're fretting over what to do about the $1.25m datacenter we built at L3 in Emeryville, but will probably end up forklifting the stuff to the Sony online group's DC in San Diego. Hope they can get a 10Gbit feed down there or it'll be a waste of a lot of expensive Cisco modules; then again, Crackle never cracked a Gbps in 'natural' (not purchased) traffic while I was there (I was part of this group)

(Photo by Ted Johnson)

Sony, Samsung, Motorola and Hitachi have banded together to adopt Amimon's ready-and-shipping wireless HDTV chips for next year's products. Because the products will have no cable jacks, the new gear will sport a conspicuous logo that indicates it will connect to other devices with the same logo. If you want to play pundit, predict a format war between Amimon's WHDI and SiBeam's WirelessHD, which other manufacturers are tinkering with. But if you want to know who will win, Amimon's technology is already shipping and SiBeam's isn't.

And yet it is done, and profitably so. Sony's PlayStation 3 is expensive precisely because it uses new chips and optical drives whose manufacturing processes have yet to be refined. Moore's law has made the old silicon parts in a PS2 dirt-cheap; meanwhile, videogame studios continue to churn out games for it, making it an entertainment bargain.

Windows XP, meanwhile, has been relentlessly tested by consumers, businesses, and hackers; it is now reasonably bug-proof, reasonably easy to use, and ubiquitous. Windows Vista, by contrast, is slow, unpredictable, and uncertainly secure. (Microsoft claims Vista is safer, but any security expert will tell you that security holes only reveal themselves over time.) Microsoft perhaps recognizes this, since it's continuing to sell Windows XP in some poorer countries.

So far, Sony and Microsoft are focusing their selling of the old in developing markets. But why not sell the old stuff everywhere, instead of forcing the likes of Dell to jump through hoops to offer it to willing customers? That's exactly what Nintendo has done with the Wii. Essentially a repackaged GameCube with a motion-sensitive controller, the Wii has eviscerated Sony's overexpensive PlayStation 3. It's a classic triumph of the old.

The chief lesson Silicon Valley has taken from Moore's law is that new technology will always be better. Hence the relentless pursuit of the new. But Moore equally tells us that old technology will always be cheaper. Someone's going to figure out how to sell the old stuff at a profit. Why not have it be you?

It seems like a lot of money to us cheapskates on the Web, especially for something that amounts to a lot of promotional content and advertising for other PlayStation titles, but remember that gamers already forked over $400 to $600 for the console and around $40 to $70 for each game. And did we mention Veronica Belmont? In high definition? Hawt.

What brought down Revision3's network wasn't the security hole, however. It was MediaDefender's response after Revision3 technicians noticed the breach and shut it down. MediaDefender's servers, in what that company told Louderback was an automated response, started trying to contact Revision3's servers through the now-closed hole. That turned into a flood of traffic that overwhelmed Revision3's network.

MediaDefender has worked for Sony Music, the Recording Industry Association of America, and the Motion Picture Association of America to shut down illegal file-sharing networks. But Revision3's use of file sharing for its own content was entirely legal; to the extent its servers pointed to any illegal files, it was only because of MediaDefender's hacking, Louderback tells me.

Revision3 has asked the FBI to investigate MediaDefender's alleged abuses. For years, the music and movie industries have been telling us that sharing files is criminal, and that blocking file-sharing networks is proper. For millions of file-sharing users, it would be quite satisfying to see the opposite proved in court.

Young used his time on stage during the keynote to show off a 10-disc Blu-Ray project that included almost every song he'd ever recorded, in chronological order. Sun's role? In providing Sony the Java code that allows for interactive features on Blu-ray. Young said that while he'd been working on the project for 15 years, only now was the digital audio quality up to standard. Each track had visual accompaniment from the relevant era. When a recording from the compact disc era appeared, he joked "We took a giant dump at this point." He also mentioned that he was working to create a car that didn't require stops for refueling, which also has some tangential relationship to Java, showing off an American mid-century model he's entering in the automotive X-Prize challenge.

Interestingly enough, us bloggers with our hair-trigger deadlines were given first crack at asking questions of Young (and indulging in the complimentary fruit plate), while the print reporters with their leisurely deadlines had to wait outside. As we waited for Young and his entourage to arrive, O'Reilly Media founder Tim O'Reilly showed off his Livescribe pen for recording audio in time with written notes to News.com editor-in-chief Dan Farber, who remarked sagely about the need for special Livescribe paper, "So they're selling the razors and the blades." But the two quickly went into fanboy mode when Young arrived, peppering the man with questions before anyone else could get a word in edgewise.

The car project, part of a documentary Young's working on with filmmaker Larry Johnson, a longtime collaborator, seems to be a bit of a lark. He wants to create a superefficient car that doesn't need to stop for gas or electricity, and he wants it to be heavy. While I might have gotten a C+ in college physics, it's enough to know that you can't run a Lincoln Continental on unicorns and rainbows. "It's very kooky. When you try to do something like this, people say you're nuts." Wonder why?

I mostly went on behalf of my father, who's pretty much a superfan (to the point where, besides the mutton-chop sideburns and dark glasses, he and Young seem to have identical fashion sense). My question had to do with the fact that my father had already bought Young's work on vinyl, then again on CD, and will now probably buy it all over again on Blu-ray in the fall. "I think it's the same as Microsoft selling the same applications every year with new bells and whistles." He then made this vinyl collector very happy by lambasting the quality of digital audio, and saying that he still records and edits everything in analog.

Young was at his best when he pierced through the Sun marketing hype of the morning. When O'Reilly asked how the musician felt about the "free" aspects of Sun's open-source efforts with Java, Young veered well of the "Keep on rockin' in a free world" tagline I assume Sun paid dearly for: "The free aspect... I think that's a word, that's a marketing thing." Touché.