TV Cocks Its Young Guns to Deliver New Media Programming
by Troy Patterson of Wired magazine, has written an interesting profile of strategic content development managers at four major American networks.
Although the article in it’s online form is not particularly iluminating, it does provide a springboard for a discussion that still needs to be had. How are the TV networks going to address the changing nature of their product and how it will be integrated with the new ways of accessing it.
Naturally the solution needs to be holistic and integrated. There are the big three or four influences at play here; technology, economics and I would hazard, reputation will play large part in deciding which of the networks is able to assume a dominant role.
Technology pretty obviously is key. Quincy Smith is IMHO on the right track. It would be a good idea to let the fans interact with their product as much as possible, create their own mashups as they see fit. That way the consumer of the content can have some greater stake in what they consume/create. Alright.. I’m loath to use this but here we go.. Prosumers might well have a better time with their own outputs.
I started to play “The Godfather, The Game” while I was living at my parents house. To begin the game, you need to create not only the username/profile that most games require (especially more so now), but also to create the body shape and a very detailed face of your character. My mum smirked and asked why, and without really thinking I told her that by doing this a player could more fully engage with the character on screen. Any media outlet that doesnt allow for this kind of interaction by the prosumer is missing out.
We should allow a media prosumer then to engage more fully with the product. I suppose one objection could be the dilution of brand identity or the possibility false association. It is not a major issue because as long as a net work is the point of origin for the material, what happens to it after that is sort of irrelevant. As long as people know where the content comes from.
I wonder if we could draw a comparison with the supermarket I bought my food from. I got the basic ingredients from supermarket X. I go there because I like them more than supermarket Y. Once I’m home its up to me to do what I want with the food. (occasionally I do like to go to restaurants)
The other two content development managers are also correct, although I think to a lesser extent than the guy from CBS. Quality of product must never be sacrificed. The prosumer must have a reputable source from which to obtain their product.
The medium must always be borne in mind too aye. As technology changes prosumers must be able to access content at will. Hell, we have small portable screens all over the show, why not make use of them. But not just that, make sure that the content is always adaptable for newer technologies. Even though early adopters are in a minority they are also often opinion leaders.
I found this link at Webb alert, and thought it also had relevance.
Worried about piracy? might be time to re-appraise what is “yours.”
