Television in a Second Screen World. Can it Adapt?

With all of this talk about second screens and multi-platforms and all the opportunities and challenges ahead, it is a good time to reflect on where the television marketplace headed. Robert Tercek of Creative Visions did just that at the recent 2^nd Screen Summit in NYC. His Cassandra-like assessment of the state of television called “Ten Things That Should Be Obvious But Apparently Are Not” could stir fear in the hearts of some media executives.

Tercek is bullish on the media disruption that is only now just beginning to manifest.  He says that providers who do not embrace the future with all of its business uncertainties will soon be steamrolled by it. Are you someone who is afraid of disrupting the current business model for an unknown monetization future? Well please stand back and get out of the way.

According to Tercek, all this fragmentation is causing gridlock, whether it is in content roll-out, devices or in measurement and TV is fast becoming a bubble economy that could soon pop.  But rather than ignore the inevitable can we as an industry put aside the status quo and start to think like disruptors?

The old TV model does not serve us well in this brave new world and needs to be changed. For one thing, we need to stop serving advertisers at the expense of the audience. We tend to think, “How can we best monetize this new business paradigm?” But the viewers are really in charge and now has the tools and wherewithal to consume content when, where and how they want it, whether the media industry can monetize it or not.

In the three major generations of TV viewers, Boomers celebrated the invention of the remote control which enabled easier navigation. Generation X welcomed the DVR which further pushed personal viewing opportunities. Now, Millennials have Youtube and mobile video at their disposal which not only takes television off platform, it further enhances viewer control over their entertainment. Sense a trend here?

Among some of the more provocative conclusions: 
1. TV Everywhere is a failed experiment, a defensive play by providers, confusing and cumbersome to viewers and is ultimately unsustainable. 

2. Video innovation is coming from beyond TV, rendering the TV platform as an “also-ran”. 

3. The Smart Home trumps Smart TV. And it all comes down to mobile applications both in and out of the home. 

4. TV is essentially an app now.  

5. However, large prestigious networks lose leverage when they release apps because they are suddenly competing with small interlopers. This humbles great brands since anyone with a personal brand can launch their own channel. 

6. There are no barriers to entry. You can launch a potentially major entertainment company on a shoestring, receive free collaboration and use a cloud service for scale.  

7. Franchises are cluttered because we are now all B2C and some of us are better than others. An example here is Netflix’s House of Cards which has been nominated for a slew of Emmys. 

8. There is a re-invigoration of print (something I have long believed) which can now transcend its format by offering video and audio.  

9. The Internet is Big – Really, Really Big. Sites that you might never have heard of before are huge and growing quickly.  

10. TV is fast becoming a subset of digital media causing a shift in the power pyramid. Film used to be on top followed by broadcast, cable and internet. Now it is Internet and Mobile on top followed by cable, broadcast and film.

There is no turning back the media model to a simpler, more economically predictive time where viewers were more beholden to the offerings of the major entertainment outlets. It is a time of disruption that can be as exciting as it can be upsetting. Complacency is not an option. Let’s start disrupting.

Will The Media in India Continue to Cover Crimes Against Women?

I have just returned from India which could not have come at a better time for someone interested in assessing the impact of media on the public mind. My impressions are based this visit -- crimes as reported on TV and in newspapers, attendance at public events and discussions with hotel and tourism employees and military personnel.

India’s Demographics

India is a country of contradictions. We might tend to think of it as a place of call centers, technologists and competitive university training. In fact, the vast majority of citizens are either working poor or destitute. According to Wikipedia, 69% of India’s population lives on less than $2 a day.  

Against this economic backdrop, combined with a traditional culture where there is a female to male ratio of 940 to 1000 (as of 2011), crimes against women tend to go unreported and unpunished. India’s female population seems to bear the brunt of heinous crimes. Read any daily newspaper and you will see a litany of brutal sexual attacks against females of all ages – from infants to grandmothers. They say rape occurs in India every 22 minutes but that is certainly understated since many go unreported. Up until recently, there seemed to be no galvanized women’s movement. 

India’s Media Distribution

While rated as an emerging economic powerhouse, India is predominately rural with 85% of the population engaged in agrarian work. Yet even rural villages have access to television. The number of TV homes in India stands at 148 million in 2011 – almost 29% larger than the US. There are 515 channels available and you can see satellite dishes dotting the landscape throughout the country often on the most meager of structures. And there seems to be many news networks. Our hotel in Delhi offered 38 news channels out of a total 95 channel choices.

According to Wikipedia, India's telecommunication network is the second largest in the world based on the total number of telephone users (both fixed and mobile phone) and the world's third-largest Internet user-base with over 137 million as of June 2012. One tour guide told us that mobile was the most common way for Indians to access the internet, as opposed to computers or tablets.

While newspapers are not as prevalent among the poor because of cost and distribution challenges, Businesstoday.com reports that India has the largest number of newspapers / publications (72,000) of any country in the world.

In spite of the poverty, information and editorial can now easily reach deep and wide, urban to rural. But reach is one thing. Can media help to change entrenched attitudes and impact societal change?

Media’s Impact – Recent Events

By now, many of you will have heard about the heinous December 16, 2012 assault of a 23 year old female student who boarded a bus with her date after seeing an evening movie. Once on the bus, six men gang-raped and brutalized her and beat her date before dumping both of them on a Delhi street, naked, battered and bleeding. She eventually succumbed to her injuries and died on Dec 23 after being airlifted to a Singapore hospital.

Rape and other horrific crimes against women are not uncommon in India but there was something about this attack that touched the nation. The country convulsed. Public demonstrations sparked media coverage. Media coverage encouraged more demonstrations and put pressure on politicians, police and the legal system. In a rare display of efficiency, the men were arrested within 24 hours. Charge sheets were filed in record time.

Protecting her identity in a country that punishes and shuns rape victims, she was named “Braveheart”, “Nirbhaya” (Fearless) and “Damini” (Lightning). But it was her father who (illegally under current Indian law) revealed her real name to the press because he wanted her to be an inspiration to rape survivors.  Other rape victims then came forward. Then there was a backlash from traditionalists followed by a surprising backlash to the backlash. “Godmen” espousing insensitive and injurious opinions were vilified.

 
With all due respect to Gil Scott-Heron, the revolution was televised.

An employee at one of our hotels spoke to us at length about this crime and the pervasiveness of all crimes against women. He lamented that, as media attention to this assault and murder fades, the public’s ability to effect change will fade too. Therefore, he said, it is incumbent on the media to continue to spotlight this and all crimes against women.

Media in India (like media in our own country) seems to play two roles – fueling the problem with sexually violent content (think Bollywood and their "item songs") or advocating for change. Here is a chance for our industry to not only inform public opinion but also be a catalyst for much needed cultural change. Let's hope these efforts continue.

There are many Facebook pages for Nirbhaya. Here are some links:   

RIP Braveheart

Nirbhaya

Nirbhaya Indian

Article by Charlene Weisler, Weisler Media LLC. She can be reached through her blog www.WeislerMedia.blogspot.com or at WeislerMedia@yahoo.com. Twitter: www.twitter.com/weislermedia