Traditional content broadcasters are feeling the effects of these brands-as-publishers.

This year, it was possible watch PGA’s Masters Tournament on CBS (and ESPN, and others). The regular broadcast, with commentators whispering the latest chip shot or the current leaderboard. The production team made choices in the players you should see, the shots not to be missed. This broadcast also came with its bundle of ads, more or less targeted at you.

As with many events and shows these days, it was also possible to download the Masters 2013 app on your tablet, follow the results live, watch the tournament, also live, select the best moments you’d like to see again.

The second screen had become the first. And it was the event’s brand that suddenly became your broadcaster.

Brand are positioning themselves more and more as content creators (and publishers/broadcasters) and the traditional channels are really starting to feel it.

I pulled the Masters example from this week’s article, published by David Carr from the NY Times. He demonstrates the real impact that is being felt by television broadcasters.

But we could also apply this thinking to most other traditional media outposts of course (newspapers, magazines, etc.). The fact that more and more brands publish their own content has a growing impact on them and the race to adapt has already been going on for a while now.