All the Time is Prime Time

Like every train wreck, you can see it coming but only at the point of impact does anyone really pay attention to it.

But the more significant shift can’t be blamed on the strike. In the past television season, there has been a sharp increase in time-shifting. Some of the six million are still watching, but on their own terms, thanks to TiVos and other digital video recorders, streaming video on the Internet, and cable video on demand offerings. So while overall usage of television is steady, the linear broadcasts favored by advertisers are in decline.

[From In the Age of TiVo and Web Video, What Is Prime Time? - New York Times]

It’s probably unfair to say television execs are a bunch of lemmings who have no one to blame but themselves. All of the major networks minus CBS have expanded into cable and an increasing number have integrated their online offerings, as opposed to treating them as side projects. In the final equation I think this is less about a new technology, or in the case of DVRs an old technology, altering audience behavior and more about consumer attention spans and competitive activities.

200805121201.jpgIt’s a fact that people watch less television today than they did even just a few years ago, and when combined with the explosion of content that is available and you have a perfect storm that results in substantially greater complexity in attracting an audience.

This complexity is also why television sitcoms have become much more targeted and are allowed a much shorter period of time to develop. The days of a Seinfeld or Cheers pulling down 15 or 20 share are gone and won’t be seen again.

Another dimension to all of this is that consumption of web-based video often happens at work, which may or may not have implications for content producers. I’d have to think that through a little before commenting. But one interesting side observation is the globalizing consequence of web-based video, which of course is not limited to a specific broadcast network and a geography.

- 30 percent of daily video consumption comes from Indians outside of India, largely from the Bay area and New York.

This international aspect represents a phenomenal opportunity for content networks to rethink the way they do advertising to appeal to new audiences online that they would never have the opportunity to reach through broadcast.
In the end the big television network will prosper as new channels for delivering content create new placement opportunities for advertising.

On the production side of the business it is clear that a decade of changes in the way that television shows are developed, financed, and syndicated has resulted in a broad array of content development capabilities across every genre, meaning there is no shortage of content to pump online.

Having a broad portfolio of content and a seemingly endless opportunity to distribute content doesn’t equate to content that audiences find appealing, so if there is one thing that could be targeted as white space at this point, it would certainly be instrumentation of the player endpoints and the content itself to register user engagement and subjective qualitative aspects.

Earthquakes

Watching this video took me back to 1989… it’s amazing how time slows down in an earthquake, the Loma Prieta quake was maybe 20 seconds in duration but as is the case with today’s quake in China, it felt like 20 minutes at the time.

Organic Food Myths

Here’s a sobering look at the organic food industry and what’s interesting to consider is that the myths debunked here are simply not questioned by consumers, who almost universally believe that organic food is better when in fact it appears that the only certainty about organics is that it is a reliable strategy for boosting prices.

Reading this reminded me of the power of words, in this case “organic”. I thought back to a marketing professor who asked what one word is responsible for selling more shampoo than any claim or branding exercise; the answer, “repeat”.

Like Chris Yeh, I believe one of the greatest sins we are committing globally is not throwing our weight behind GMA. Genetically modified foods are capable of boosting nutritional value, developing crops that are sustainable in parts of the world that have adverse climate conditions, don’t require pesticides or fungicides, and reduce dependencies on fertilizers that are petroleum products.

This high level of infection among organic chickens could cross-contaminate non-organic chickens processed on the same production lines. Organic farmers boast that their animals are not routinely treated with antibiotics or (for example) worming medicines. But, as a result, organic animals suffer more diseases. In 2006 an Austrian and Dutch study found that a quarter of organic pigs had pneumonia against 4 per cent of conventionally raised pigs; their piglets died twice as often.

Disease is the major reason why organic animals are only half the weight of conventionally reared animals – so organic farming is not necessarily a boon to animal welfare.

[From The great organic myths: Why organic foods are an indulgence the world can't afford - Green Living, Environment - The Independent]