Networks Strike Back
April 30, 2009 12:15 PM
The Internet hasn’t just disrupted the media and entertainment businesses, but countless other industries as well, such as travel, manufacturing, retail and advertising.
As this has happened, every single one of these categories has had to adapt and adjust. It’s not been just within their own processes and efforts, but in moving their customers along as well. It’s been going on since the late 1990s, when the proliferation of the consumer Internet came about.
The Web is a lot older than this, of course, but it was the dawn of many new things (AOL, etc.) that moved the masses forward. It’s been at it ever since.
In my opinion, yesterday’s MySpace is today’s Twitter and tomorrow’s who knows what. It’s why companies that focus on processes —versus platforms—catch the type of attention they do. It’s not where you do it or what online, but how.
Compared with the other industries that have been shaken up by the Web, entertainment executives are faring pretty well. The moves being made aren’t always the wisest, most logical or most successful, but the important thing is that moves are being made. It ranges in all aspects of the process, not just content or creation, but marketing, monetizing and other elements as well.
The good news is that the industry continues to keep adapting better and better as things move along.
Online series “The Phone,” produced by Fremantle, MTV and Justin Timberlake, has such an online following that it’s been said 40,000 people signed up for its Facebook page in a week. NBC is experimenting with all kinds of interesting ideas with its TV shows as well, like ancillary content intended to drive users back and forth between the two (Web and TV) platforms. I realize “The Motherhood” was canned pretty quickly, but I don’t think it’ll be the last time we see a show developed from ideas on the Web.
It’s good stuff. I think the approach networks need to take is just this: Find what works for you, for your audience, and build it out from there.