Monday, December 6, 2010

The Death of TV

In the first half of 2010, digital media buys exploded by 68%. “Tell me something I don’t know” you’re saying. Well, the value of that media skyrocketed by 117% -- to $9 billion, according to the "2010 Mid-Year Digital Media M&A Review" from Peachtree Media Advisors.

So what does that tell us? Digital media is no longer the future -- it’s the present, and with increased returns they’ll be increased spending. And as most of us know, all that money comes from the same pot. The pot from which creatives have schemed and squabbled over into the dead of night. Plotting their next trip to Fiji…because there’s more daylight there and it’s efficient for shooting TV of course. We’d stir our cauldron of creativity and spite the digital media gods with our wit and whimsy!

Then came the Mad Ave witch trials. Sure, brands were still producing television campaigns, but the end was in sight. No more black magic here, just click-throughs and analytics…whatever those are. And here we sit, on the verge of extinction. Anyone know how to code? Didn’t think so. But don’t go running for a Starbucks application just yet. TV isn’t dead…it’s just buried in the ground waiting to become a zombie and rise again.

As digital media grows, the perception is that content made for the web needn’t have a high production value. For starters the interwebs can be slow, making loading times unreasonable and file sizes too big to host such content. But much like the way our content is being delivered, that’s all changing. Soon, it’ll be cable company execs serving you your pumpkin spice latte, not us creative types. Look at Hulu or Netflix, heard of those? Do you think studios making the content viewed on these sites have skimped on production value? Not on your life. And as consumable media shifts into digital and our access to digital media increases, the demand for high production value online will increase as well. Perhaps even surpass what we’re capable of with traditional media.

All content, and I mean all content will be delivered digitally. And this shift will usher in a higher production value for online content, much like how Technicolor, HD and DVR changed the way we make ads. Content with a polished fit and finish will best represent your brand, as it always has. Once again, leaving creative types the world over circled round our big ideas working our voodoo magic, doing what we do best.


Anonymous Anonymous said...

Nice post. With an endless sea of technical options for producing creative content, production value is more important now than ever. Bandwidth will complete the nexus for broadcast and online.

December 6, 2010 at 8:51 PM  

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