Southern hemisphere calling – things look a bit different from here due to the different network and broadband environment, but the basic principles cross borders. I’d just caution about assuming TV=American TV. Sure, the US situation is as interesting as hell but you’re missing a lot of cool stuff happening in other places. Looking at the global impact of a profoundly disruptive technology it helps to take a more global perspective.
I spent most of my youth working in network TV, then moved to talk radio and the last 15 years in internet, most recently running the online video output for a newspaper publisher. I moved to that job explicitly because I wanted to have a hand on the knife that killed broadcast TV. Always wanted to live in the future, to do what I could to bring it on, and I saw the power of the networks as retarding at best and toxic at worst. Couple of years down the track, I realize things ain’t that simple. I no longer see a simple dualism, TV vs the Internet. Audiences are not fleeing one monolithic platform for another, they are fragmenting. This is how Nielsen can find that TV consumption is at record highs (151hrs/wk in US, according to a Feb 09 survey) while internet usage is also rising. God only knows what crap is in that 151 hours, but the same can be said of internet video.
There’s a new ecology of media emerging, as a profusion of digitally networked screens fill our living rooms, pockets, desks, cars and hands. To my eternal joy it doesn’t look like it will settle to an ossified steady state any time soon, unlike TV and Radio which have been using the same model for 70 and 50 years respectively.
Now I think the internet will no more kill TV than TV killed radio or radio killed cinema. Despite DVDs and huge plasmas, cinema is doing just fine. There’ll be less money for the successors of broadcast networks, fewer ad dollars split more ways: so inevitably less money not just for the corporates but also for the production crews and creatives. Cheaper TV. We will have an ecology: a whole lot of fizzing and spitting new beasties have crawled out of the media swamp and the big old beasties (a) don’t like the look of it at all, they don’t play by the rules, and (b) don’t realize being eaten alive by ants is still being eaten alive. Many of the networks will collapse; certainly the corporate structures are unsustainable, but people will still want communal big-screen narrative experiences, and will want them well made. That costs money and takes, for better or worse, concentrations of expertise, machines and skills that cost money.
We make short feature material, quite profitably, subverting a;ll the TV [production models we can, but have discovered where the bottom limit for professional ad-supported shortform online video is.. and it’s higher than you think. Any fool can make a video and whack it up on YouTube as a hobby, and not make a living. To make hundreds of videos over a span of years, supporting several staff and turn a profit is not so easy. Fortunately the audience fragmentation means we can turn a buck from any number of iterations, including broadcast TV.
Network TV ain’t dead, you can’t kill it with a stick, it’s a zombie which has no brain to speak of yet hungers for yours. It’s going to be with us for a long time yet: but as one of the crowd, not the bully on the block.
I spent most of my youth working in network TV, then moved to talk radio and the last 15 years in internet, most recently running the online video output for a newspaper publisher. I moved to that job explicitly because I wanted to have a hand on the knife that killed broadcast TV. Always wanted to live in the future, to do what I could to bring it on, and I saw the power of the networks as retarding at best and toxic at worst. Couple of years down the track, I realize things ain’t that simple. I no longer see a simple dualism, TV vs the Internet. Audiences are not fleeing one monolithic platform for another, they are fragmenting. This is how Nielsen can find that TV consumption is at record highs (151hrs/wk in US, according to a Feb 09 survey) while internet usage is also rising. God only knows what crap is in that 151 hours, but the same can be said of internet video.
There’s a new ecology of media emerging, as a profusion of digitally networked screens fill our living rooms, pockets, desks, cars and hands. To my eternal joy it doesn’t look like it will settle to an ossified steady state any time soon, unlike TV and Radio which have been using the same model for 70 and 50 years respectively.
Now I think the internet will no more kill TV than TV killed radio or radio killed cinema. Despite DVDs and huge plasmas, cinema is doing just fine. There’ll be less money for the successors of broadcast networks, fewer ad dollars split more ways: so inevitably less money not just for the corporates but also for the production crews and creatives. Cheaper TV. We will have an ecology: a whole lot of fizzing and spitting new beasties have crawled out of the media swamp and the big old beasties (a) don’t like the look of it at all, they don’t play by the rules, and (b) don’t realize being eaten alive by ants is still being eaten alive. Many of the networks will collapse; certainly the corporate structures are unsustainable, but people will still want communal big-screen narrative experiences, and will want them well made. That costs money and takes, for better or worse, concentrations of expertise, machines and skills that cost money.
We make short feature material, quite profitably, subverting a;ll the TV [production models we can, but have discovered where the bottom limit for professional ad-supported shortform online video is.. and it’s higher than you think. Any fool can make a video and whack it up on YouTube as a hobby, and not make a living. To make hundreds of videos over a span of years, supporting several staff and turn a profit is not so easy. Fortunately the audience fragmentation means we can turn a buck from any number of iterations, including broadcast TV.
Network TV ain’t dead, you can’t kill it with a stick, it’s a zombie which has no brain to speak of yet hungers for yours. It’s going to be with us for a long time yet: but as one of the crowd, not the bully on the block.