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Jan 26 2012

Television is dead, long live programming

These days the idea of sitting down at X o’clock to watch a show is quaint, rather like riding a horse to work…

We are entering a golden age of media, of entertainment, of news, of sport….on a screen in our homes, bedrooms, offices or on the go…

Choice, choice and more choice but let the scales fall from your eyes and realise the devise isn’t important, if you watch TV sitting up or lounging back with a one button remote control or 500 button complicated keyboard…it doesn’t matter…what will make money is programming…both amateur and very high end professionally produced…the field is totally open…

The golden age is about what we watch, read, listen to or interact with…it’s not about software, hardware or funky algorithms…this time round they are going to have to keep up with the consumer…

For example, the BBC News at Ten needs to be re-branded ‘Evening News’ or something, so I can watch it at 11pm anywhere….

Advertising

Why choose a channel to advertise with, choose a programme

Big ticket advertisers will bundle around programming that is on-demand and interactive, voting, chatting, commenting and reporting.

But smaller, niche advertisers don’t need TV channels, as we currently understand them, they can plug into specialist programming…if it only gets a dedicated audience of people who will buy the product, everybody wins…this is and I’m guessing here, the Google TV idea….at least it should be…

Sport will be a vague exception, events are less on demand, more live…but with time-shift and fast forwarding of ads, those paying have to be sharper to get the return on investment they need.

My children won’t watch TV like I used to, I don’t watch TV like I used to – everything I do now is on-demand.

Smart screens, delivering me what I would like to watch, at my convenience…

The BBC technology correspondent Rory-Cellan Jones recently investigated the concept of a marriage between the web and TV…but in my mind he’s well behind in his conclusions…what do you think? Click here to watch the short film.

The ‘Web’

If Google wants to remain relevant in the long term, it needs to start creating more than just software, algorithms or other technology thinly veiled in a cloth of creativity….they need to start owning and commissioning films, music, news, sport and more…

If Apple are really serious of continuing to play game changer; the real growth for iTunes is live music and being the label itself. They must start signing bands and offering a platform to streaming gigs, mastering them, recording them, all live, and selling them…or allowing the bands to distribute them for free…building up an audience… Lets face it, live music is the future, record labels crying over declining CD sales have lost it…years of under investment in real musicians must be over. Sticking with the simple option of preferring manufactured pop that cannot sustain themselves over 200 gigs a year, will see them go bust. Music that is simply based on single or album sales is over…live is back …

It has been said that Apple is founded in a Grateful Dead ethos, then remember how the Dead did music, by constantly doing live shows and allowing anybody to record and distribute the music for free…

Apple’s latest announcement about text books is a step in this direction – obviously it can be applied to any publishing…like it or not Apple…

The so called ‘Media companies’

If you don’t understand it, don’t touch it… this is an another example of a bad investment from News Corp, Read the Reuters story

They have a history of it…think MySpace…Here in the UK, they are sinking money into the so called Sky News app…which you get for free as a Sky subscriber, or I can buy for a middling number of pounds a month…quite why anybody would buy it is beyond me, the content is so thin it hurts, re-purposing material is not good enough any more… What’s funny is that they know it, the objective is not to make money, they tell me, it’s purely a ‘land grab’…because that is the extent of the News Crop digital strategy…

Then there is AOL and the Huffington Post – will this work? Probably not, as building a semi-professional content model with no investment in the raw material, i.e. the grass root contributor, is like a building without foundations and as we all know, they don’t last…

A blend between the two

Where will Facebook or Twitter be in this bright new age of independent professionals pushing their own destiny…it doesn’t really matter, they might survive, they might get swamped.

The future are organisations that are flexible, organisations that value the independent creative, support building an audience and more…

A new understanding of terminology

Blog – website, money making tool

Content – a programme, a show, a movie, a picture

FTP – Totally over

Platform – somewhere flat to rest your tablet

PR – a good pool of money to fund programming, take the money and deliver the product you want..the age of ‘mis-said’  in this game is over

TV – a screen, not a stand alone money making device…purely a tool

YouTube – world’s largest broadcaster

Please add to …lets grow this list…

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