January 30th, 2010
TV Needs a Brand Manager (via Wayne Friedman @Mediapost)
So many things happened this week, it’s almost impossible to choice where to begin.
Davos. #wef.
iPad. #giantiPhone.
The return of ‘Lost’. #whocares.
And The President laying it on the line, first with the nation, but then, more pointedly with his Republican colleagues. But one thing which didn’t get as much play, but is kind of fascinating and important is some real acknowledgement of how audience development is playing more and more a role in having a successful TV program.
The money quote on this comes from Elizabeth Murdoch, “We can no longer afford to be [a] one-screen business. Social networks are finally the interactive dimension of storytelling. We now need to evolve with our audience. To resist this would be like resisting Technicolor.” via paidcontent. This was from her keynote at Natpe where she also suggested that fan-sharing had benefit even as it approached ‘borderline piracy.’ Both of these statements from one of the leading forces in global television are extremely powerful and should not be underestimated.
As the video consumption paradigm, something we used to call watching TV, has become so fractured it is no longer enough to have a quality, video program with distribution. To ensure the success of your investment, it is necessary to invest in what were once considered complementary or ancillary media like the Internet and mobile. If you’re not, you’re not even playing the game.
This entry was posted on Saturday, January 30th, 2010 at 7:48 pm and is filed under Strategy. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.