Original Programming

July 2011 I wrote about how we watch TV, the title:  I Don’t Have a TV.  I recently read Outside the Box, by Ken Auletta in the New Yorker, an article I highly recommend and decided it was time to revisit the topic for a bit.

 

We know that “TV” has changed.  What has changed as well, is who means what when they use the word “TV”.  That’s what my blog post from nearly three years ago was mostly about.  This time around, I’m more interested in the programming aspect of TV; that is content, not context.

 

Television today faces two major threats: advertising models and streaming services.

Digital Citizen

I became an American citizen a few years ago and I feel very comfortable being an American.  Actually I should say, being a New Yorker.  The rest of the country can be a bit more challenging, then again: I don’t think that’s an issue of being American or not American, but merely goes to show that New Yorkers are a breed of their own.

 

About being a ‘digital citizen’ I feel similar. I’m definitely not a native, I was born in the wrong place on the time line, but I feel totally comfortable moving around in the digital arena. My job and my personal curiosity have made it a necessity and have given me the drive to learn ‘digital’ as much as I have learned and continue to learn being American.

Internet 3.0

So where are we going? Quo vadis? That could be asked, no: that has to be asked of all aspect of our lives. (And yes, we’re back to one of my fave topics) This entry: quo vadis www? Where are we headed with the internet, and these days the internet seems to be near synonymous with social media. 

So: we moved from being consumers to being co-creators. That means media now engages with communities (niche audiences) and (should) no longer cater just to a generic audience. Companies that communicate to the outside no longer push information (or products for that matter) to a community, but need to be ready to pull information into their organizations and to LISTEN.  Organizations that are traditional hierarchical need to rethink being flat(er) in structure and allowing for a network of employees to listen and communicate with consumers.  Flexibility is key.  Leadership needs to move from control to empowerment.

Coincidentally that jives with my earlier entry (the Culture Code) on generation y – or generation “me” (aka Millennials): the need to be heard, to be empowered and to be co-creators.  So, at least www. 3.0 is squarely catering to generation y – surprised?  Ok; I agree it’s a chicken and egg situation. Did you know that by 2025, 75% of the work force is going to be generation y-ers (aka Millennials)?    

In summary, below a table put out by Vodafone Enterprise Plenum after their work trip 2013 in New York and Boston:

	www 2.0	www 3.0
Individuals	Consumers	Co-creators
Media	Audience	Community
Organizations	Hierarchy	Network
Markets	Products	Platform
Communication	Push	Pull
Leadership	Control	Empower

The Culture Code

There’s a book with that title I wish I had read after a year or so of living in the States.  The Culture Code found me in 2006, the year it was published and it was a veritable “aha” experience.  Clotaire Rapaille, cultural anthropologist and marketing expert (not without controversies), originally from France takes an advertising approach of distilling each experience, i.e. cultural differentiator into one word.  He gives the example of car advertisement in The Culture Code. 

 

What would the one word be that comes to mind when advertising cars to Americans?  It would be “freedom” – look at the truck commercials in particular – the car in the wild-wild west scaling some desert mountain, or roaming freely deserted down town streets:  it screams freedom to move around as you please.  How would you sell a car to Germans?  “Precision” – Germans want to know their car is of highest quality precision engineering possible.  No “over-engineered” Mercedes would ever come out of Detroit.