when tv grows up…
May you build a ladder to the stars
And climb on every rung
May you stay forever young
Typically, convergence is discussed in terms of technology. But let’s talk about money.
The most amazing thing about media is it’s ‘stickiness’. Print hasn’t gone yet, nor has radio, nor TV. What has changed is the usage patterns of mediums relative to each other. And that affects how much money is invested in different mediums. And that varies with the age and attitudes of the consumer. There has been a lot of discussion that TV is dead, and that the computer has won. Frankly, this is just posturing. It is a matter of definition. Today we define TV as we have known it, tomorrow ‘TV’ will be different. In all instances it supports moving pictures with sound, and in many cases much more. So in ten years, we may habitually (or endearingly) call it TV, but it will be characterized in the following way, it will be:
- a rich media environment that enables the consumer to be passively entertained, or interactively immersed – the consumer will choose.
- tethered to the lounge for a family theatre experience, or portable in the pocket or car for a personal engagement – the consumer will choose.
- the appliance that enables the payment of bills, shopping, playing games, connecting with distant family and friends, and the sharing of memories as photos, videos and voice – the consumer will choose.
Above all, ‘TV’ will remain a prime vehicle that connects the human experience – within and beyond the local community. The main difference between today’s world of TV and that of tomorrow’s, is choice. Today, choice is measured in number of channels and our individual lack of control. It is measured in the things that I “can see” as a viewer. Tomorrow’s choice will be measured in number of services and the things that I “can do” as a consumer.
The 80’s were a tipping point in media. Collectively, the media made more reference to us as consumers than as citizens. Seducing us with, and immersing us in wanton consumerism. And think of the money you could make by tracking these consumers across any device they were attending to at any given point in time. You see, that’s the holy grail of convergence. That’s the money in convergence.
My hope is that with all these choices we’ll become a little more socially conscious and consume less, or at least what we need. And that’s got to be good for our children’s future. These choices will enable us to actually find something worthwhile to do with our time. No more thousands of channels with nothing to watch.
Tell me it isn’t so… I’m listening.