Apple’s live stream is a bad thing.

Jobs knew how to clog all media channels and amplify his message.

For the past several years, I’ve watched every Apple keynote in about the nerdiest way possible About a dozen colleagues from a previous job all join a giant chat room and monitor different sources live-blogging the event. Because every journalist has a different take, and a different spin on the details, everyone has a slightly different perspective of whats happening. Short blips update faster, then details roll in seconds later.

Sure it is a fun way to reunite with old friends, but more importantly… it forces conversation.

When there is no live feed… every tech news channel fights to have the loudest voice, the fastest feed, the most new pictures. Even the non Apple fanboys are inundated with new Apple news. Now that Apple is delivering a live feed of the keynote, the media doesn’t need to spend the same time and resources live-blogging.

I’ve felt the typical anticipation building over the past several days. Rumor sites and big news outlets all report from their inside sources… but this is where it gets so dangerous. The controlled flow of information causes extreme excitement. Today’s live feed is going to kill the Apple’s biggest amplifier.

When you create anticipation, and then kill the buzz machine… you really kill the hysteria that Steve Jobs knew how to create.

Internally it must feel like they are offering access to the content people really desire… but to me, it shows that they have lost a bit of the magic that made people want to tune in.

[edit… fixed a bunch of dumb typos]