Watching TV (without watching TV)
Wednesday, October 25th, 2006
Just came back from an after-event client/prospecting event in Santa Monica thrown by one of the sponsor-vendors of the Digital Hollywood event here in town this week. Over a succession of drinks (three vodka gimlets for me — and no driving) and way-too-large entrees, we discussed where media — and specifically “television” — might be going.
A little backstory:
In 1980, fresh out of high school, I somehow found my way to Alvin Toffler‘s book “The Third Wave.” Toffler was writing about the epochs of human civilization, and disruption, and niche marketing, and counterintuitive solutions, and, most importantly and on a grand scale, change. Twenty-six years later it’s more obvious than ever what an enormous impact the book had on me (especially having read it after “Nine Chains to the Moon” by R. Buckminster Fuller).
So tonight, as the gentleman charged with overseas ads for Sony programs on foreign-language stations in emerging markets wondered what the future would be, my response was: smaller and smaller niches, and more and more interactivity, with content seeking the correct viewer rather than viewers seeking the correct content, a la Netflix, Amazon, etc. While my train of thought was certainly hurtling down the tracks, fueled by good company and good vodka, I know Toffler was there first — and a long time ago.
Which brings me back to the title of this post. This past week I watched TV several times without watching it once. While I was out of town, I caught up on the show “Jericho” thanks to CBS’s absolutely terrific online viewing portal. (To my eyes, the best one yet; by comparison ABC’s is slow and jumpy and has too many commercials breaks of too long a length.) When I got back, having missed “Battlestar Galactica,” I popped two bucks for the iTunes download. And before leaving, my daughter Emma and I watched “Lost” on ABC.com.
You’ll note the absolute lack of “television” while watching television.
What will be the determinant of what formats and offerings succeed? As best bud Grant put it, “Convenience.” Yes, price will play a role, and content of course, but in an age where commodity prices fall precipitously every day, and where so much “broadcast” content is better than ever before, it’s ease of use — the flexibility that busy people demand — that will rule.
Good news for people who provide convenient good content at a fair price (or free).
Bad news for people who provide so-so content that is inconvenient and over-priced. This should be a wakeup call to all my friends and colleagues in the performing arts: Your work had better be as good as you think it is, and you’d better be thinking about how (or whether) peope can get there, let alone afford the offering.
And now I’m going to bed. To watch the third disk of “Elizabeth R,” from my Netflix queue. (Is there something on a “network schedule?” I guess.)
Let me just add to the day’s festivities by saying “Happy Creation Day!”
A 

So lately we’re watching “Speed Racer.” For one thing, since the lease on my Mustang is up, I think it’s going to be my next car. For another, Spritle and Chim Chim are clearly the heroes of the show — something my kids relate to. (While they don’t hide in the trunk and jump out at key moments to save their older brother, they do like to get into my wife’s minivan through the hatch.)