Spotting Convergence: Procter & Gamble

When I began writing that company-driven digital media was an emerging trend to watch with tangible income marketing potential, some people weren’t too keen on the idea.

Two days ago, Brian Steinberg with Advertising Age reported that Procter & Gamble (P&G) is in the early stages of producing a pilot focused on sketch comedy and the travails of the comics who devise it, which it hopes can become a primetime reality series for broadcast or cable. While this doesn’t connect all the dots between Internet-based digital media programming and traditional broadcast television, it does raise interesting questions around the concept well beyond the Cavemen.

"If it's not entertaining, then it's not going to engage, and if it doesn't, then it's a failure," said Peter Tortorici, president of WPP Group's Group M Entertainment. "Consumers aren't looking to be entertained by brands. They are looking to be entertained by characters and stories."

Tortorici is right. Under the existing model, advertisers rely on networks to develop and nurture entertaining shows to capture an audience. Then, assuming the measures are right, they buy time around those shows. However, most people agree that the old model is broken.

"The market is so fragmented, and because you have DVRs out there, we know that people are fast-forwarding through the commercials,” contributed Pat Gentile, head of P&G Productions, to the article. “If you can create something that is interesting and that resonates with the consumer, for Procter & Gamble, that's a pretty big deal."

It is a very big deal. P&G is among the biggest spenders on network television despite steadily shifting away from television advertising since 2005. Considering P&G currently commands an advertising budget of $6.7 billion, producing its own pilot it seems like a modest investment.

Some might say it’s almost a necessity. Even Fortune’s Geoff Colvin framed up his question to P&G’s James Stengel this way: Fortune’s Geoff Colvin: “Now that mass media is losing its dominance, what's the new model?”

“It's about understanding these consumers in a complete way. Our research has changed a lot. We do much more immersion research, much more anthropological research. We really try to get at what we can do through our brands to make a difference in people's lives,” Stengel said.

Although P&G is developing a pilot for broadcast or cable this time, we would not be surprised to see even more immersive experimentation in digital media, which provides better tracking through analytics and an ability to nurture niche markets. (We can think of hundreds of programs that P&G could develop to engage audiences on the Internet.) As Steinberg pointed out in his well-written article, P&G already has precedents.

Hmmm … suddenly, company-produced programs doesn’t seem so silly anymore. And while I am not suggesting that company-produced programming will or should completely replace broadcast penetration, it does make a lot of sense to consider programming as a viable part of the marketing mix.

Killing Digital Heroes: NBC Universal

“Unfortunately, Amazon Unbox videos and the Amazon Unbox video player are not compatible with Apple/MacIntosh hardware and computer systems.” – Amazon.com

And as Amazon goes, so goes NBC Universal’s ability to put top-selling shows like Heroes and The Office into the hands of iTunes consumers. The losers, undoubtedly, will be consumers in what some are calling one of NBCU’s worst decisions since it entered the digital media arena.

According to Apple, NBCU had reportedly sought more copy-protection controls as well as more pricing flexibility. Apple said that NBCU had asked for “more than double the wholesale price for each NBC TV episode,” which would have resulted in a $4.99 per episode price. The episodes are now listed on Amazon for $1.99.

“With the addition of NBC Universal TV content to Amazon Unbox, fans now have the ultimate convenience for enjoying their favorite shows whenever or wherever they want,” said Jean-Briac Perrette, president of digital distribution for NBCU, neglecting to mention that only Amazon Unbox customers (which exclude Apple portable media owners) will benefit from this convenience.

The post-negotiation public debate being played out between Apple and NBCU reinforces an increased trend toward companies airing disagreements in public, knowing that if the media does not pick it up, then high profile bloggers will.

“What they’re going to have to realize is that out of all the dozens of shows available out there, most people only want the four or five most popular shows,” James McQuivey, an analyst at Forrester Research, said (as highlighted on Terry Heaton’s blog). “And if those aren’t there, those consumers are just going to walk away.”

McQuivey is right. As much as I like Amazon, I won’t have a choice when it comes to Unbox video player. Since we work on Macs, play on Macs, and own iPods, NBCU’s decision is clear: if we miss a broadcast, our only option is to watch something else. How’s that for content protection?

Apple seems to be doing its fair share to protect NBCU content as well. Apple decided it will no longer sell new NBC shows, including those that will premiere next month. Fortunately, iTunes has other shows to consider, including those that might distract the fans of Heroes and The Office.

Changing Television: The Jericho Effect

“Thank you for your article from the set of Jericho. I was disappointed when I heard the show had been canceled. With well-developed characters and a compelling plot, it is not to be missed. Kudos to those involved in the peanut campaign for helping bring this addictive series back for season 2. Note to CBS: If you want to maintain viewership, stop killing story-line momentum by placing shows on hiatus for three months in the middle of their run.” — Natalie Payne (Mississauga, Ontario).

If Payne’s comment in the feedback section of Entertainment Weekly (Aug. 24) is any indication of the growing number of fans beyond the Internet, CBS might take notice. Not only do they exist, but their messages match those promoted by Jericho Rangers during the campaign.

It happens right here as well. We received about two dozen entries in our fan fiction contest after seeding it on dozens of contest sites. (Winners to be announced Aug. 31; and published every Sunday after.) But even more telling is that there isn’t a day that goes by when more Jericho fans seem to surface and find their way here, searching for the Jericho Season 2 schedule. And from here, they can easily find dozens of worthwhile Jericho links that line our posts. We are not alone.

The Hollywood Reporter has taken to calling it “the Jericho’ effect.” They say “TV bloggers came into their own as a force to be reckoned with this summer when their campaign to save CBS' canceled post apocalyptic drama* ‘Jericho’ became a triumphant success.” (*post-apocalyptic drama is not an appropriate description, but we know what might be.)

Just how much impact are TV bloggers and fans who have become disenchanted with the Nielsen rating system having? According to the article, they are influential enough that some television critics fear for their status if not their lives.

Seemingly overnight, networks now realize that fan engagement means better results than catering exclusively to the mixed reviews of entertainment writers. On this I can only offer that having been a reviewer for years, the industry needs to retool anyway. Sometimes, the remarks made are a bit sloppy, overly skewed toward personal preference, and often lifted right from the releases.

The Hollywood Reporter also notes that fans are attempting to lobby critics for favored comment (this is the price of semi-celebrity). And some fear fanatical fans and their ability to track them down (I hope that is not the case). Jericho is not the only show to see growing movements.

Teev Blogger reported last year that fans of Joss Whedon’s Firefly have been clamoring for more. Part of their wish is coming true. Multiverse Network has the rights to create a “massively Multiplayer Online Game (MMOG)” based on the TV show. Here is the latest news. Will it be enough? I don’t know.

Veronica Mars fans have a brand new site that says they want what Firefly got in lieu of a continued series — a full-length movie. Add to that a confirmation on the comic expected to be released by DC Comics in the late fall. Overall, the new movie campaign site seems be well thought out (though still under construction) with a nice summary of places to go for news.

Even Masi Oka (Hiro from Heroes) got into the act, reviving The Black Donnellys name when he made a quip about the show while giving critics a tour of an Irish pub: “This is where I go back in time and save The Black Donnellys.” While he meant to be playful, it does strike a chord. Although most people had never seen the show, everyone suddenly seems to know exactly what he is talking about.

Covering Hot Topics: Second Quarter 2007

Every quarter, we publish a recap of our five most popular communication-related posts, based on the frequency and the immediacy of hits after they were posted. While we base this on individual posts, some are related to larger case studies.

Jericho Fans Make Television History

When CBS executives cancelled Jericho over Nielsen ratings, fans of this post- nuclear terrorist attack/small town survival drama went nuts, literally. Using the Internet and social media as their point of organization, they launched the largest cancellation protest in history: sending 40,000 pounds of nuts (from just one store); rallied almost 120,000 petition signers; cancelled CBS related-cable subscriptions; boycotted network premieres; sold network stock; sent in countless letters, postcards, and e-mails; captured media attention in every major newspaper and tabloid; and flooded the network with phone calls. Within a few weeks, CBS reversed its decision in record time, heading off what was quickly becoming an exercise in crisis communication. Of all the posts, pointing out the error in CBS’ marketing of Jericho took top honors with over 10,000 hits.

Link: Jericho

Wal-Mart Strikes Back Against Julie Roehm

If networks are looking for a new made-for-television docudrama, the ongoing Julie Roehm story continues to turn heads (and maybe stomachs). Filled with twists, turns, sex, back room deals, character defamation, lawsuits, countersuits, media bias, allegories, and more spin than the planet Jupiter (which rotates once every 10 hours), this story demonstrates the pitfalls of second-tier executives becoming public figures and the companies that keep them. In the end, if she has any credibility left, Roehm’s personal brand will always be linked to the short-lived, um, alleged Wal-Mart funded affair with a subordinate, her master-class ability to spin herself into another lawsuit and, according to the Chicago Sun-Times, being more indestructible than a cockroach.

Links: Julie Roehm, Wal-Mart

Digital Media Will Change Everything

While some might say it was the very loose Jericho link, we like to think it is related to the increasing interest in the future of digital media, specifically how old media is becoming new media. When we gave some attention to how News Corporation and NBC Universal are speeding ahead with the addition of FUEL TV, Oxygen, SPEED, Sundance Channel, and TV Guide as content partners committed to bringing programming to Web video consumers, people wanted to know what it might mean. To us, it means that one day very soon, broadcast news and entertainment will be forever fused with the Internet, people will access it all via versatile technologies like the iPhone, independents will have the potential to break into the big leagues overnight, and businesses will fully develop what we sometimes call income marketing.

Links: Digital Media, NBC Universal, FOX

Paris Hilton Splits Public Interest

We don’t know about you, but Mika Brzezinski of MNSBC perfectly captured the public’s sentiment over Paris Hilton. In a YouTube clip, Brzezinski refuses to lead the news with Hilton, but then goes on and on about how she refuses to cover it, making her refusal to cover Hilton carry on probably three times longer than if she would have just read the script. Love her, hate her, love to hate her, or hate to love her, we’re not buying that you’re not interested because if we post about her, we always see spikes even though we generally only cover communication side items like blaming publicists, marketing humor, and overly long media statements from jail. Hmmm… maybe that’s why Hilton took second against Roehm in terms of most read public figure.

Link: Paris Hilton

The Office Parodies A Public Relations Nightmare

Although some follow-up stories to JetBlue and Jobster came close, NBC Universal's 2006 Emmy Award-winning show, The Office, proved fictional crisis communication is sometimes more fun than real life. For our part, we wrote up how The Office episode "Product Recall” mirrors how executives sometimes allow a crisis to run away from them by applying “tried and true” communication strategies. In the show, Michael Scott (Steve Carell), regional manager of Dunder-Mifflin, applies the practice of “always running to the crisis and never away from it” after a disgruntled employee at the paper mill put an obscene watermark on one of their most popular paper products. The operative word in this case is “always.” Crisis communication rules are only guidelines, silly.

Link: The Office

It’s very promising to see non-bad news posts starting to give bad news posts a run for their money. We're still hoping good news and educational posts might one day dominate the top five (admittedly doubtful). For example, when it comes to social media, we’d love to see more attention given to our underpinning concept that strategic communication is best suited to drive social media despite the fact that most companies seems to be trying to do it the other way around.

Anyway, while those were the top five posts (and related case studies) for the second quarter, several others came close (and almost all of them beat out last quarter). Runners up (no order): Fans of the The Black Donnellys lobby for HBO to save the canceled NBC show; PR bloggers made a non-issue into an issue over Nikon; JetBlue proved you really can overapologize in a crisis; Jason Goldberg of Jobster goes a whole week or so before behaving badly again; and our sum-up of Harris Interactive mobile advertising research despite my initial skepticism, mostly fueled by a not-so-great Webinar release.

So there you have it, except for one very, very important ingredient: thank you all for dropping by, adding comments, promoting several stories, and continuing to bring communication issues to our attention so we may offer up our sometimes serious, sometimes silly take on them. Whether you agree or disagree, all of it lends well to the discussion and I appreciate those who remember to target the topic and not each other in providing input.

Enhancing News Releases: International Paper

International Paper (IP), which is a global uncoated paper and packaging company, demonstrated what is likely to be considered by most to be a best practice in blending traditional news releases and digital media features. And they did it for the right reasons.

In a news release (we ran a portion of it on our business giving blog), International Paper recognizes two outstanding efforts to protect natural resources through leadership in conservation and education. Most public relations practitioners know the drill: Company X together with Nonprofit Z recognized so and so and so and so on date at place.

Sure, the release is mostly traditional and follows an emerging trend of being "pat" quote heavy: "So and so and so and so are great people who do great things," said so and so. "And that is why it makes sense that our great company and a great nonprofit gave them a great award." Only one quote survived in our version and that might have been too much.

(Note to IP: I'm not making fun of the release as much as I am poking at public relations rules, which seem to only work for members of the media who claim they want to write their own stories. I've written several thousand releases, just like this one, but perhaps with a few quotes less.)

So what caught our attention?

There is an added element that, although easily missed, is brilliant. In addition to the sum-ups of John Tippett (2007 IP Conservation Partnership recipient), who was recognized for his work to protect Virginia's Rappahannock River, and Donald Sprangers (2007 IP Environmental Education recipient), who was honored for outstanding curriculum innovation and cooperative education, IP linked to two mini-documentaries on YouTube. They focus on the merits of each individual's program.

You can catch Tippett's IP-produced video here and Springer's IP-produced video here. While we could probably nit pick a few camera angles, these documentaries, at just over three minutes each, add volumes to the release.

So what makes them work?

Strategic Consideration. Much like the recognition program and release, these documentaries fit the company's strategic message to make products in a safe and healthful workplace, to manage natural resources wisely, and to continually improve its environmental performance.

Multipurpose Communication. While they won't draw as much attention as the latest uncensored celebrity video or campy college pick, the videos stand alone in telling two interesting environmental stories separate from the release. In sum, while the release works for the media, the videos will work for anyone. As a bonus, both groups now have a 3-minute presentation about their efforts.

Message Reinforcement. The videos reinforce the release with new, detailed information that drives home precisely why these two conservationists were chosen. It establishes credibility that few releases do while avoiding the duplication of information.

Demonstrated Credibility. The award program, which is a joint program between IP and The Conservation Fund, is a great example of business giving and philanthropic partnering with its own merit. With the documentaries, IP didn't flood the footage with executive cameos and company quotes (thank you), making it a fine example of credible corporate generosity.

I could list at least a dozen more reasons why this is a best practice without the benefit of seeing a work plan because the strategy is obvious and the tactical craftsmanship spot on. Sure, not every company will be willing to invest in digital media to enhance a news release, but I'm thrilled IP did.

Not only did IP demonstrate communication savvy, but it also gives us a glimpse into why we don't necessarily have to reinvent the news release to make it work with multiple audiences. Public relations professionals who are crafting "social media releases," please pay attention.

Rolling Clovers: The Black Donnellys

When I first wrote about Jericho being cancelled (at the urging of my wife and company team members), it was because they proved to me with pre-post research that CBS had a crisis in the making. (One of the things we do here is help people facing a crisis communication situation.)

The Black Donnellys doesn't really seem to have that element for NBC. It's not very clear the fans can bring the show back (though someone spiked Wikipedia with a rumored return). And it's not even clear that the fan base is a mile deep in clover as Jericho was with nuts (but they are good people). So why write about it?

Well, I've been turning it over for a few days and decided it provides an interesting contrast to the Jericho story while links to the fan dissatisfaction over the The Sopranos ending. I'll get to that in a minute, but need to drop in a quick backgrounder for those who have no idea what I'm talking about.

The Black Donnellys only aired on NBC from Feb. 26 to April 2 before it was "demoted" to an Internet series (one day, very soon, such a move will not be a demotion) over poor ratings. It was replaced by the Real Wedding Crashers, which convinced me why I needed a DVR (so I don't have to rely on network lineups). The net result was that Donnellys was officially cancelled.

There seems to be little doubt that the Donnellys failed because of its marketing. Thinking back, I never really got that it was about an Irish crime family pitted up against Italian mobsters in Hell's Kitchen.

Unlike Jericho fans, Donnellys fans seem most interested in lobbying HBO to pick up the show than convincing NBC to reconsider. Sure, they have a petition for NBC, but HBO is the target of shamrocks, quarters, and crackers.

What makes this interesting is because while Jericho fans did make an appeal to TNT, they mostly focused on CBS (and only picked one primary item to send beyond postcards and letters). So while anything is possible, I think moving a show from one network to another seems very daunting, perhaps even more so than resurrection.

Why it would work for HBO. HBO is better suited for a crime family story than a prime time network because there are fewer restrictions on the grit. HBO also just wrapped The Sopranos, whose viewers could potentially be converted from Italian to Irish family fans (and maybe even quell fan anger over The Sopranos ending, especially if they found a way to link the shows for some crossover). And then, of course, there is an existing loyal Donnellys fan base, which isn't bad considering the show didn't have a full season.

Why it wouldn't work for HBO. HBO is all about original programming. Of all the networks, it seems the least likely to pick up someone else's marketing miss. The idea that The Sopranos fans could be converted might backfire, making it even worse for the network (not to mention, the Donnellys would forever be compared to the predecessor). And, most importantly, one has to wonder how long a show can be wrapped before a revival is impossible beyond a made-for-television reunion movie.

To me, the best bet for the fan base is to keep doing what they are doing. Promote the series at NBC online, which has a great streaming setup with limited commercials. And, drive the numbers up on the HDNet reruns. While I’m a big fan of intermixing qualified research with quantified research, most networks are still about numbers (and playcating critics). Go Irish!

In closing, let me remind everyone that it won’t be long before there is nothing to distinguish digital media from traditional television. When that happens, and it will, there will be more changes than anyone imagined. I’m confident programming and the measure of it will only get better while giving independents a leg up.

Celebrating Jericho: Season Two

Nina Tassler, president of CBS Entertainment, is all about making history. She has so many times that it's almost a crime to pick just three.

She sparked the biggest fan protest in history with the cancellation of Jericho. She received more nuts than any television executive in history. And she had the pleasure of announcing the biggest cancellation reversal in history. Not bad for a few weeks work.

Addressing the fans of Jericho at 5:08 p.m., Nina Tassler officially announced "Wow! Over the past few weeks you have put forth an impressive and probably unprecedented display of passion in support of a prime time television series. You got our attention; your emails and collective voice have been heard."

Jericho will be back mid-season next year with seven new episodes.
In the interim, CBS is working on several initiatives to help introduce the show to new audiences:

• Re-broadcasting “Jericho” on CBS (this summer)
• Streaming online episodes and clips (online)
• Releasing the first season to DVD on Sept. 25
• Continuing the story of Jericho in digital media

"On behalf of everyone at CBS, thank you for expressing your support of “Jericho” in such an extraordinary manner. Your protest was creative, sustained and very thoughtful and respectful in tone. You made a difference," Tassler went on to say. But the best line of all, in our opinion, was found in the postscript of the post.

P.S. Please stop sending us nuts

Check back for the post show this weekend. Or stay on anyway. :)

Inking Deals: News Corporation / NBC Universal

While CBS seeems to have slowed under the sheer weight of nuts sent by fans over the cancellation of Jericho, News Corporation and NBC Universal are speeding ahead with the addition of FUEL TV, Oxygen, SPEED, Sundance Channel, and TV Guide as content partners committed to bring programming to Web video consumers. The new deal was announced last Wednesday.

"Each of our new content partners have a reputation for creating premium entertainment experiences designed to fulfill television viewers' more eclectic needs," said George Kliavkoff, chief digital officer, NBC Universal and interim CEO of the joint venture. "We are delighted they have all agreed to contribute their compelling content to our venture, which will help ensure our ability to satisfy the more personalized demands of the growing number of Web video consumers."

Their plans are smart, very smart. FUEL TV and SPEED will distribute both partners' short-form content across the distribution network and host their programming on its destination site. The venture's distribution network currently consists of AOL, MSN, MySpace, Yahoo, Comcast, and CNET. The strategy seems a stark contrast to Joost, which looks great, but has come under increasing criticism that it is the slow road to developing Web television.

According to ReportOnBusiness.com, Joost has been further slowed by Viacom Inc.'s billion-dollar lawsuit with Google Inc. for "not doing enough to prevent copyright-protected content."

The slowdown was also made apparent a few weeks ago, when the new chief Internet strategist at CBS Corp. quipped to the Wall Street Journal that the network's ambitious Innertube project launched in 2006 should be renamed "CBS.com/nobodycomeshere." (Ironically, one of Innertube's most watched shows was Jericho and those fans aren't likely to come back until CBS gives the series another shot.)

The lesson to be learned practically flies out of the pages of Laurence Haughton's book, as recently summed at Recruiting Bloggers, "speed is the ultimate customer turn on." Don't obsess about perfection. Good enough is good enough.

Speed seems to be on the side of News Corporation and NBC Universal with their plans to feature thousands of hours of full-length TV programming, clips and movies, representing premium content from close to 20 networks and television and film studios. With the addition of CNET and Comcast, the new venture will include E!, Style, G4, Versus, and Golf Channel. The joint venture, NBCU/News Corp., will have offices in Los Angeles and New York.

We first alluded to some major changes in television back in August 2006. Now, in a little less than a year, the entire entertainment landscape is gearing up for major changes. When you add better content to the new technology due out this year, devices that allow people to watch programming whenever and wherever they want, it seems to me that TV will never be the same.

As NBC Universal's Beth Comstock said in April: “If you have great content … you’re always going to find distribution platforms.“ Of course, that assumes you don't cancel content people want.

Understanding Viewers: TV’s New Consumers

Who are these people?

It seems to be the number one question being asked by people all over the world, including CBS. Who are these people that have sent more than 35,000 pounds of nuts to CBS and flooded executive e-mails and phone lines? Who are these people who can rally more 1,000 to 5,000 signatures a day, every day? Who are these people who have captured headlines in The Wall Street Journal, The New York Times, and the Los Angeles Times? Who are these people who dominate the Internet on blogs, forums, and BlogTalkRadio?

Who are these people?

They are students like my first fan contact Brian Kalinka in New Fairfield, Conn.; administrative assistants like Diane Roy in Grande Prairie, Alberta, Canada; business owners like Lisa Ludvicek in Overland, Kansas, and Debra Newman in Bonner Springs, Kansas; online talk radio hosts like Shaun OMac in Las Vegas; and radio operations managers like Clarke Ingram in Pittsburgh, Penn. People with diverse jobs, educations, incomes, and interests that all have found common ground in a television show called Jericho and CBS Jericho message boards.

“All of us were concerned about cancellation because word was that the show was ‘on the bubble,” says Ingram, talking about message board discussions just prior to the May 15 leak that the show would be cancelled. “The next day, May 16, Shaun OMac hosted what was going to be a ‘wake for Johnston Green’ show, but it turned into a discussion about the cancellation.”

According to Ingram, the radio show put voices and real names to the screen names that make up most message boards. They were real people, and it served to unify them to save the show. It also served to bring some ideas. Ingram is credited with being among the first to say “Nuts!” to CBS (he refutes this, offering up that dozens of other fans said it first); OMac suggested they put the words into action; and a Canadian fan, Jeff Knoll, quickly made arrangements with Jeffrey Braverman at NUTSOnline.

Who are these people?

They are a cross sampling of North America, 9+ million Jericho fans who enjoyed the show and feel unrepresented by Nielsen Media Research. Many watched the show as a family (as evidenced by many comments left on our blog alone). Some were CBS message board regulars. None of them seem to typify the definition of the cult following that they’ve been compared to since capturing the title of the biggest cancellation protest in history.

In fact, when you look at the events over the past few weeks, believe it or not, this entire movement happened very much by accident. Ingram’s original farewell post is a testament to this; it was meant as nothing more than a thank you to the actors, writers, and producers before CBS deleted 3,000+ of his posts and temporarily banned him from the message boards.

Since, they have transformed from an accidental gathering of viewers into a “can do” consumer movement with a very clear message to networks: television viewers do not have to tune into programs just because there is nothing better to watch (there are plenty of options). With hundreds of channels and dozens of recording and download options, we have become actively engaged consumers who expect more from the entertainment industry than copycat programming, sudden serial ends, and executives who lay blame on the viewers they need to entice advertisers to pony up multi-million dollar profit margins.

Who are these people?

You don’t even have to like Jericho to understand these fans or appreciate how they feel. If you’ve ever enjoyed any television program only to see it unjustly cancelled because someone didn’t look behind the Nielsen numbers, then you can empathize with this spontaneous uprising of support for Jericho. The only difference is that these viewers and others decided to do something about it.

And in the process, whether they win or lose (though I think they’ll win), they are changing the way networks think about their ever-increasing niche products. Maybe not CBS, but certainly NBC and Fox, both of which are placing less emphasis on the Nielsen numbers alone and more emphasis on listening to viewers. But isn’t that the lesson for every executive lately? Numbers are great, but without the demographics and psychographics behind them, numbers mean nothing. So who are these people? They are everybody.

“I've heard CBS is asking ‘where were these viewers during the regular season?’” noted Ingram. “We were right here, using online platforms that you provided … we were here, but not measured by Nielsen.”

Marketing Jericho: Season Two

As rumors continue to surface (and they are only rumors) that Jericho might score its miraculous second season, the first step for CBS would be to fix the show's marketing message.

If anything kept potential viewers at bay, it was one simple oversight: CBS never redefined the show from how it started to what it became.

Case in point, the original plot line read something like this...

A nuclear mushroom cloud appears on the horizon -- and for the residents of Jericho, a small Kansas town, it could mean they're the only Americans left alive.

I bounced this off a few friends and family members this weekend and none of them were interested. Who wants to see people die of radiation poisoning or be evaporated under the heat of a nuclear blast? We saw enough of that, years ago, with the movie The Day After, they said.

The descriptor is also responsible for most critics rounding up the serial as a "nuclear apocalypse drama," which conjures up those same images of radiation sickness and despair. BUT that's not the show that captured millions of fans despite a midseason break. These fans, the ones responsible for the biggest show cancellation protest in history, saw something else.

Jericho is a story of survival in a small Kansas town that has been mostly cut off from the outside world after a disaster shatters what most of us take for granted in America.

"Wow!" My friends and family, who have never watched the show, said. "Now that is something that sounds worth checking out."

Hmmm ... so a "small town survival drama" beats a "nuclear apocalypse drama." Go figure.

The above description of the show, based loosely on a compilation of fan comments I read over the last few weeks as they campaign to entice new viewers to download the series on iTunes, drives more interest and adds understanding why this fan protest has tipped from viral into the mainstream.

That's right. The Jericho fan movement has officially tipped, after capturing the attention of the The New York Times.

“We are impressed by the creativity of their campaign,” Chris Ender, a CBS spokesman in Los Angeles (which received far fewer nuts than Manhattan), told The New York Times. But so far executives haven’t changed their decision about the show, he said.

(Don't worry Mr. Ender. Jericho fans are lining up a West Coast nut company just so the Los Angeles offices will not feel left out.)

Maybe the executives will change their minds today. Dubbed "Super Nut Tuesday" by fans all over the world, today is the day that NUTSOnline delivers 5 tons of nuts to CBS offices today (the largest gift delivery of nuts in history and only a fraction of the 26,000 pounds purchased for CBS at a single store). At least ten "Jericho Rangers" (a name given to active fans) will be there when the nuts arrive to help unload.

Today is also the day that fan ads break in Variety magazine and The Hollywood Reporter, after the fundraising was so successful that Jericho Lives had to ask fans to STOP sending in donations (at least until the next ad).

These tactics are just the tip of a larger, somewhat makeshift but respectable strategy, which has also resulted in securing more than 90,000 signatures to save the show. For the most complete picture of the mounting news coverage and buzz, drop by Jericho Links.

Or, visit the CBS Jericho message boards where many efforts have unfolded in real time. The boards also include a growing number of actor and producer comments, thanking the fans for their support.

Dollar for dollar ... pound for pound ... the Jericho fans might produce some scrappy marketing material and unsure public relations practices, but the results speak for themselves. They have generated more media coverage, marketing buzz, and interest in the show after a few weeks than CBS did all season. You have to admire that, whether Jericho fans get their wish for a second season or not.

Freeing TV: Dr. Seuss On Jericho

One day, making tracks in the prairie of Prax, came a North-Going Zax and a South-Going Zax. — from The Zax by Dr. Seuss.

And, well, we all know what happened. Neither Zax would budge in the prairie of Prax, not an inch to the east, not an inch to the west. But the world did not stand still. It grew up around them.

Has the Jericho story turned into a deadlock, with CBS and Jericho fans embraced in an unblinking standoff? Some people might suggest this is the case, but I really don't think so. Not in the least.

If there is any deadlock to be found, it's between the measure of new media and old media, which has put a wrinkle in the compensation model for content creators. Jericho fans just happen to be a large and growing group of people who say the world is more than ready to grow up around this deadlock and remove the TV ratings system.

I won't go so far to say that Nielsen Media Research isn't needed. It is. But what I will point out is that we already know most networks have wanted to expand beyond Nielsen ratings for some time.

Just yesterday in an Associated Press story, Fox executives cautioned against counting American Idol out simply because Nielsen reported that the 30.7 million people who watched Jordin Sparks win last week was a "sharp drop" from the 36.4 million people who watched Taylor Hicks win last year.

Fox said that for the season as a whole, American Idol ratings are about the same when DVR viewing is taken into account. Bravo! That's the same assessment made by Jeff Jensen with Entertainment Weekly, who asked viewers "Are You Killing TV?" His story points out that the way people are watching TV is changing, which is skewing the somewhat flawed and thinly sliced rating system even more.

"Consumers value the ability to manage their time more than ever," said Ted Sarandos, chief content officer of NetFlix to Entertainment Weekly. DVDs and DVRs allow fans to "enjoy a show at their own pace."

Kudos to Jensen for pointing out the obvious. No kudos for Chuck Barney of the Contra Costa Times. He knows the numbers are flawed but went right on ahead with a piece that screams "IT WAS NOT a good year to be a television programmer. New hits were hard to come by and several old favorites lost some of their power to enthrall."

Using Nielsen ratings exclusively, he said "serials have no snap, crackle, and pop ... sitcoms are poison." I'll give him a couple of points on asking producers to practice some gun control before killing off major characters weekly. But, overall, his story only reinforces a myth that TV is in trouble. Not trouble; transition.

Sure, the networks are not doing everything right by flooding the next line-up with six new "nerd" shows, countless reality TV spins, and repackaged crime dramas. But they are hardly doing everything wrong when you look beyond Nielsen numbers.

Mark Harris, also writing for Entertainment Weekly this week, comes close to making a similiar case when he suggests that numbers alone don't make quality movies. Paraphrased: If you care about your customers — the 2 or 5 or 10 million who are passionate about Friday Night Lights or Rescue Me or The Office (he lists more) — they will stay with your show as long as it's good. Their enthusiasms and high standards and judgments may even help, indirectly, to make what you have better.

But what about the money? Please! If you think for a minute that a show like Jericho cannot make money with 8-10 million fans, DVD sales, and future syndication (alone), then you're out of sync with the industry. Jericho has already paid off with a pretty good profit margin. The only real hold up is that networks haven't settled on a "measure" for making decisions in the world of new media.

Yet, finding this magical "measure" isn't even the real challenge (that's easy). The real challenge is making it through the transition.

Sure, I know there's a lot of talk about advertisers, but that's just nonsense. I've written more than once on how advertisers are aleady diverting dollars away from mainstream advertising budgets and toward digital media, social media, and the Internet with increasing fervor. They want some changes made too.

That said, it seems to me that CBS Entertainment, Jericho fans, cast, crew, and every other stakeholder all seem to be on the same side. There doesn't need to be a compromise because all sides want the same thing: a hit show in Jericho and more freedom for TV. And, in the process of saving Jericho, these fans might even find a way to save a few other shows as well.

With Jericho, there exists an opportunity to move beyond old media measures. For me, it's an easy choice but not mine to make. It's all up to CBS. And if they pass on it, while waiting for old media Zax and new media Zax to budge, then the world may grow up around them too.

Adding Content Value: Social Media

It seems almost too fitting that the same day I was discussing digital media on The Recruiting Animal Show, Alexandra Berzon, writing for Red Herring, reported Technorati, the blog search engine that tops Google, is sending more and more users to photos, videos, and music instead of blogs.

Some people like Greg Sterling of Sterling Market Intelligence think that Technorati risks diluting its value proposition. I think it is part of the natural evolution of social media, adding content value beyond a well-written post.

Does that mean everyone should abandon their blogs and skew toward digital media? No. It simply means that communication is becoming more integrated and better equipped to deliver content in different forms and on different formats.

With that change comes the increased potential to turn the content value of a blog into tangible income generation (or income marketing as I like to call it). Sure, doing so does not come without risks. It seems relatively easy for social media to become a distraction for executives and support staff. But to me, that seems more like a time management challenge than a problem with social media.

Revenue Potential

As social media evolves, it seems almost certain that blogs, podcasts, and video will develop new ways to generate income beyond Google AdSense (not that there is anything wrong with it) and ad banners. Specific, but not necessarily exclusive, to digital media — pay-per-click advertising on original programming; pay-per-download or direct purchase of compilation sets; on-demand show merchandising sold over the Internet; and the potential for platform distribution syndication — all seem like obvious solutions.

Considering Risks

Of course, that is not to say that digital media is the best use of social media for everyone. As Harry Joiner, Marketing Headhunter, pointed out on the radio show, there are potential barriers for bloggers hoping to shift to digital media: technological constraints, content development, and time famine among them (eg. when will I have time to sell my product or perform my service?).

They are very valid points. As I said, it's certainly not for everyone. If you (or your consultants) are more comfortable with blogs, podcasts, or video, then by all means, add that in the mix for consideration. No content is often better than bad content.

Communication Strategy

There are solutions if you think strategically. After all, smart business communication always means that your tactics are dictated by strategy and not the other way around. Social media, let's never forget, is a communication tactic (not a strategy).

Two great examples come to mind. Check out Carl Chapman's post, "Why I Do I Blog?", and you'll see what I mean. ($170,000 in business seems to suggest that he is getting the right visitors.)

Now imagine what that draw might be with worthwhile video content to augment it. Certainly, the best shows with the most potential will require some planning and care. But employing video to add value to blog content doesn't have to be rocket science. David Maister recently demonstrated that with a well thought out video presentation on his Passion, People and Principles. (To me, the topic even provides a loose link to this subject. Time investment in non-billable hours can increase sales.)

In both cases, their businesses or professional expertise drive the content. It more than makes sense, it's strategic. Maister does it especially well given his mix of products and services.

Finding Solutions

For individual recruiters or other independent professionals, teamwork may provide some solutions as social media moves forward. For instance, The Recruiting Animal Show seems to drive the point home. As a host, Animal brings an infectious, often funny, always compelling format to the forefront. (As a side note, he recently earned national exposure in Canada as a recruiting expert because of, in part, his blogs.)

Sure, he has a show and it's his show (and his alone). Yet, other recruiters also benefit from the show through their participation and the show benefits because of their willingness to lend expertise.

David Manaster, CEO of ERE Media, Inc. and Jason Davis, who recently launched RecruitingBlogs, a social network for recruiters, often ask great questions and provide experienced answers on the show (they certainly did yesterday).

There was some question about ROI, but I think it's unfair to simply count callers. Given the show can be listened to any time after its first run, traditional ratings just don't seem to be the right measurement. Not to mention, when it comes to social media, the number of visitors pales in comparison to capturing the right visitors.

Conclusion

As Albert Einstein said: imagination is more important than knowledge. This certainly seems to apply to social media. After all, imagination in marketing has been the deciding ingredient for hundreds of companies throughout history, much more than any winning formula followed by others.

Come up with an idea (or let us help you discover one), temper it with strategic communication, and then fine tune what will make the right mix of content and business communication. For big companies, it might even be easier than for small companies. But then again, nothing makes a small company look big than its own show.

Emerging Trends: Digital Media

I'll be writing a post-show roundup to my "sequel" appearance on The Recruiting Animal Show tomorrow, but you don't have to wait if you want to brave the waters on your own. The entire show, which addresses the merits and potential challenges of evolving a blog into a media business (or better yet, income marketing opportunities), is available online in its entirety.

Other than a technical hiccup or two, the program delivers a lively discussion with myself, a marketing specialist, two experienced recruiter-bloggers, and, of course, the undeniably talented show host, The Recruiting Animal. Listen to the show now or wait for the recap tomorrow. Either way, the show provides a glimpse into adding digital media to your marketing mix; perhaps even serving as a pre-teaser into something we have planned with one of our many strategic partners.

Incidentally, if you're still not convinced digital media is on the rise, consider that the ROO Group, another emerging leader in online video solutions for content providers, advertisers, and Web sites, has partnered with a popular morning TV show in Britain, GMTV, to launch an online video portal. The portal will also feature four additional channels including: news, showbiz, fashion, and family health.

Marketing Media: The Recruiting Animal Shooowww!

Johnny Depp, talking to Entertainment Weekly about the final installment of Pirates of the Caribbean: At World's End called it right. Critics are always tougher on sequels than first runs. Which is cool. Why not? There are worse things in life.

"After the first one was a success, I was sure the critics were going to snap around and start taking pot shots. It's in the rule book: You must take a dump on the second film."

It's something I have to keep in mind because tomorrow I'll be making my second appearance on "The Recruiting Animal Shooowww!" And like all good sequels, there will be much more to fear than a recruiter who can transform himself with the mere mention of a full moon. Tomorrow's show includes Marketing Headhunter, someone who is reputed to have taken more than one head in his blogging career. With two fearsome words tied together, "marketing" and "headhunter," I'm not surprised.

Sure, there are never any clear villains mentioned on this program (except Mr. X, maybe) nor will there be tomorrow, since I'm the guy sporting the "moustache" as the Recruiting Animal likes to call it. But then again, silver bullets might keep half animals at bay, but even I know they don't do a thing for headhunters. I have no idea what magic talisman I might need to keep me safe and the topic this time drifts into unchartered waters. It might even take us to the world's end.

The topic, time, and date are set:

The Recruiting Animal Show.
Topic: Can you make a blog into a media business?
Noon EST (9 a.m. PST) on Wed., May 16
Call to talk: (646) 652-2754
Listen On: Windows Media
MSN Messenger: recruiting_animal@hotmail.com

The show will skew toward recruiting, but the concepts cross industry boundaries. Just yesterday, NewTeeVee announced the launch of another VC-funded online video ad network and this one, they say, has some reasonably good claims to legitimacy.

Its credentials include a signed customer, Metacafe; the experience of its leadership at Shopping.com (now owned by eBay); venture backing (amount undisclosed) from Gemini Partners; and “millions” of ads in its initial inventory — but also the same fuzzy claims about how its multi-faceted approach to understanding the context of a video is better than the competition. You can see for yourself at Adap.tv.

With countless distribution platforms released since the rise of YouTube and more on the way (as many as it takes to make a bubble, I imagine), sooner or later you have to wonder where the programming content will come from. I'm a proponent of the idea that some content might come from companies, which could translate into income marketing (marketing that generates income).

And why not? The simple truth is that some recruiters (and businesses) are already in the media business with their blogs, podcasts, and social networks. What's so scary about video? It lends itself well to the Internet and it seems to be what Generation Y is asking for.

So what will the outcome be tomorrow? I couldn't even hazard a guess. But one thing is certain: The Recruiting Animal is always as entertaining as he is educational. Who knows? Maybe you can "hear" me lose my head. Ha!

Testing Waters: TalentZoo

TalentZoo.com, a niche recruitment company and job search engine specializing in the communication industry, recently launched a new Web site. On its own, the launch of a new site is not news.

However, there is something a bit unique about this launch. There is a greater emphasis placed on its TalentZoo's Lounge, which seems to test the waters of social media by bringing a mix of company- and industry-driven content into the mainstream. Sure, The Lounge has been alive for some time, but it used to be easily missed as a backroom project.

Now The Lounge takes front and center on the home page with a host of communication industry content (blogs and podcasts) produced by people like Allen Rosenshine, Colleen Barrett, Marc Cuban, and Jim Stroud among them.

Today, I listened to Sally Hogshead's interview with Scott Donaton, the new publisher of Advertising Age and Creativity. Besides an excellent interview that provides an interesting take on industry trends, the audio podcast hints at what could mark the future of business-hosted media platforms. At minimum, it gives the company's target audience a reason to visit the site, again and again. That's smart.

As I mentioned a few months ago to Rick Myers, founder and CEO of Talent Zoo, I still think the real draw will be video over audio on the Internet. Sure, there will always be room for Internet radio, but the Internet seems best suited to be a visual platform. It takes a special kind of personality to keep listeners tuned to an audio podcast, much like live radio. (The Recruiting Animal Show qualifies, IMO, which I may be appearing on next week. Hey Rick, call in!)

There is also something to be said about editing visual content down into smaller segments like WALLStrip. WALLStrip (see some samples on our new Video Shuffle) nails the right content format for them (others might need something different). Not to mention, video provides advertisers better opportunities to advertise as VideoEgg just demonstrated by capturing Motorola product placement on "The Burg."

This does not mean that every company needs to run out and build a social media distribution platform with select content and sitcoms. But what I am suggesting is that there is ample room to develop sustainable, income-generating content on a company site. It can also be done at a reduced cost when compared to buying space on local networks and airing a program that is too long for a relatively small audience.

Local governments might take note: trying to fill a full hour of traditional cable programming with only 10 minutes of real content is too much and begins to look like B-roll. The taxpayers might even thank you for considering smaller Internet-available shows instead, especially as the Internet becomes a permanent part of the cable network line-up anyway (it will).

The bottom line is that there is a very real potential for companies to truly benefit from a social media mix as it exists in the form of blogs, audio podcasts, and video. The challenge is keeping it grounded in the company's communication strategy rather than a "show" strategy.

As for the new site, although it's difficult to find the meat and potato sections (like an "about us" page or "news room"), I think TalentZoo is moving in the right direction. As I told a few recruiters after being told my digital media ideas were laughable — it's laughable until your competitors attract more traffic. I suspect TalentZoo might be doing just that. And once they do, there's very little reason to go elsewhere.

Digital Media Moving Forward: Motorola

According to ADWEEK, Motorola has signed on to sponsor "The Burg," a Web comedy series of nine four-minute episodes that explore the hipster haven of Williamsburg, Brooklyn. Motorola products will be featured in the programming, which will NOT include pre-roll spots. The show has the potential to reach 5 million viewers.

While a few steps shy of fully capitalizing on social media, it does represent what will become a reoccurring theme in how companies view digital media and advertising. The product placement deal with with VideoEgg, which will syndicate "The Burg" through its network of social networking sites, was brokered by Motorola and DraftFCB.

If successful, this could represent another boon for DraftFCB, proving that there is life after Wal-Mart. The product placement deal comes on the heels of winning Kmart's $200 million account. It also suggests that DraftFCB is taking integrated social media seriously whereas some think other large agencies might not be.

Matt Heinz, senior director of marketing for HouseValues, Inc., recently began his article "Why Agencies Should Be Terrified" for iMediaConnection by speculating: “Ad agencies are in big trouble and may very well become just a memory five to 10 years from now. That's a bold prediction, for sure, but the marketing world is offering far more support for that suggestion than proof against it."

"The best, most brilliant, most effective marketing ideas of the past of couple years have not come from big ad agencies. They've come from small shops, and more often from individual consumers," he wrote. "Part of the problem lies in what big ad agencies have traditionally done well, vs. what works in marketing today. Even 10 years ago, traditional media was king. Great creative, placed correctly in the right media channels, could build mindshare and drive consumers to action."

There is almost an irony in that one of the most peer criticized ad agencies seems to be testing the waters for what might be next. No matter what you have to say about Howard Draft and DraftFCB, you have to respect them if the guess it is true. There is little doubt that more agencies and companies need to expand their horizons. If you listen closely enough, the argument isn't just being made by small shops like mine, it's starting to be made by companies like NBC Universal, Viacom (through Joost), and MTV.

The bottom line is that as distribution platforms change so will the face of advertising. Sure, we don't really know if these changes will take place in the form of VideoEgg's idea to show a small ad window on the bottom of the video player that viewers can click on to find product information ... or something more robust like we (Copywrite, Ink.) have in mind. But either way, there is no doubt that times are changing.

"There's a trend to media consumption in social networks," Troy Young, VideoEgg's chief marketing officer, told ADWEEK. "They haven't had as much success building destinations, so they're looking at hitting users wherever they're spending their time."

Hmmm... no wonder Harris Interactive's research into mobile advertising seems appealing. While not perfect (what is, really?), it certainly provides a well thought out glimpse into the future.

Advertising Research: Harris Interactive

Harris Interactive, a full-service market research firm with more than 40 years' experience, provided a free webinar on
Apr. 26 that treated participants to the future of integrated media, especially as it applies to mobile advertising (cellular phones).

Led by Judith Ricker, (president, marketing communications research) and Joseph Porus (chief architect, technology research practice), the webinar presented preliminary data that suggests when consumers are educated, mobile advertising will work in some exciting (perhaps spooky) ways. The research is solid, and with some minor modifications in my opinion, some of their ideas have a potential that exceeds current consumer imagination.

Ricker and Porus are spot on in recognizing that the Internet is capturing a higher viewership than traditional media (no wonder Viacom is ready to invest a half billion dollars in digital media); that continued breakthroughs in mobile technology (such as the Apple iPhone) will change the way we perceive integrated digital communication (innovation); and that the time has come for companies who view their communication as decentralized to rethink that old model (I'm big on integrated communication).

According to Harris Interactive, mobile advertising is particularly adept at strengthening the bond between the brand and the consumer, communicating messages, and changing behavior. I agree, absolutely. One question that remains is: are consumers ready?

From Harris Interactive's research, only 10 percent of consumers are open to the idea of mobile advertising. However, when paired with incentives, this number jumps to 36 percent. When I first wrote about this subject, I wasn't impressed with these numbers. However, when applied with the Revised Technology Adoption Life Cycle, 36 percent is enough momentum to break into the mainstream.

That is not to say adoption is not without potential pitfalls. Of those who expressed interest in mobile advertising, 66 percent said that consumer choice (the ability to opt in or out) is paramount to ensuring public acceptance. Ricker and Porus reinforced the point several times, saying that as soon as consumers begin to feel like the advertising messages they receive are spam, every potential outcome could be limited by legislation. I hope not because Harris Interactive has some stellar ideas. Here are four subject area highlights (though there are much more worth consideration):

Test Message Ads. Harris Interactive places weight on text messaging because 56 percent of those surveyed said they would prefer it over other forms. I differ here, but only because the consumer's opinion seems attached to how they perceive cell phones right now. Text message ads also have the potential to be the most intrusive. Where I see them best applied is as opt-in sale announcements to remind consumers when Macy's is having a white sale or Borders has a book signing.

Locational Advertising. Harris Interactive suggests consumers can be pointed to a sales rack with the exact dress they are looking for (though the concept does not have to be this precise). I find it spooky that advertisers will know where I am all the time with new GPS features in our phones. However, when I asked my wife, she thought that was a great idea!!! So who I am to say?

Content Advertising. Harris Interactive broke it out differently, but I see it as all the same: entertainment, news, games, social media, downloads, ring tones, and Web browsing. If the foundation is built right, content developers — blogs, digital media, etc. — could receive a real financial boost provided content distribution remains open. Consumers would, in my opinion, have no problem with content advertising if that meant their options could be provided for free (Joost is playing with several ideas right now; Revver has a great one in place).

However, as Harris Interactive pointed out, everyone wants a piece of the action: content developers, content distributors, and service providers. At the end of the day, who knows what it will look like. I have some hunches, but at the moment, they are only that. Despite these hunches, I'm hoping content developers come up on top.

Consumer Profiling. This is perhaps my least favorite trend, but consumers see it differently. Overwhelmingly, as Harris Interactive presented, consumers embrace profiling because they can limit their own advertising exposure based on preferences. They already accept it at ITunes, Amazon.com, and with Internet cookies. So, I'm in the minority. Personal preferences aside, writing individually specific ad messages would benefit someone in advertising like me.

Certainly, there is no way everything presented could be confined to a single post. However, the topic is important and something that I'm certain I'll be revisiting time and time again. Sure, I have some concerns, especially about advertising becoming more pervasive and losing its effectiveness as a result. But as an ad guy, it's part of my job to figure out the best way to solve that problem.

In sum, kudos to Harris Interactive and its work in the field. I intentionally entered as a skeptic to see how difficult it would be to come out a believer. While I could discuss some finer differences, the net result is that it was not difficult at all. Harris Interactive is an excellent research resource in subject matter and my compliments on seeing them take the lead.

Surfing TV: Revver, Joost, And Everybody

Revver was one of the very first video-sharing platforms to track and monetize videos as they spread virally across the web. As such, we've noticed some interesting concept ideas that are already popping up there, including viewer-driven content like this video from itsallinyourhands.com. The audience votes on the outcome.



At the the same time, Viacom Inc., a leading global entertainment company, and Joost, the world's first broadcast-quality Internet television service, are gearing up for a professional distribution channel with Viacom being a key content partner. MTV Networks, BET Networks, and Paramount Pictures are all part of the partnership to provide television and theatrical programming on demand. (The latest buzz is all about beta invites, by the way.)

Wow. It seems like only yesterday that we were talking about Beth Comstock, president of Integrated Media, NBC Universal, and her company's partnerships with Fox/Newscorp, MSN Video, and SoapBox. Well, not yesterday. More like ten days ago. (And we haven't even had time to talk about Apple TV.)

Look, nobody really knows what the future broadcast-Internet industry (the term digital media has stuck) will really look like in the months ahead. But one one thing is certain. Shorter segments, greater diversity, and an initial shortage of quality content providers will all play a major factor in the foundation of digital entertainment.

Meanwhile, most companies are still thinking of all these trends in terms of "advertising reach" as opposed to "company-driven content development." Hmmm... I'll give them some more time. The writing already seems to be on the, er, wide screen … what, with The Coke Show just one step away, as they ask for visitor-generated characters, songs, skits, and more. Its first challenge ends in just 15 days.

Becoming New Media: NBC Universal

Beth Comstock is the president of Integrated Media, NBC Universal. She’s smart. In fact, she’s very smart.

I’m not just saying that because she told WALLStrip via Revver almost everything I’ve been telling people in private circles for more than a year, occasionally hinting about it on this blog (April 6 and Aug. 29), and dropping teasers elsewhere (places like Passion, People and Principles and Recruiting Bloggers.com) last month.

But, of course, those are only glimpses at a much bigger picture.

Perhaps I’m being a bit a more forward today because the time to move on digital media is now. It is so NOW that traditional media is already entering a transition phase to reinvent the broadcast industry. You see, they already know what other companies refuse to believe: digital media (and aspects of social media) is a sure bet to gain exposure and make money, er, if you do it right.

I know Comstock is right because we’re sitting on several content concepts and production models that can be customized and deployed for the right companies. (So far, we are in preliminary planning phase to help just one.) We also have a couple feelers out with people we like, but we’re holding back the whole picture for now. Contracts make me a bit more conversational. Ha!

Here’s the short version: under the umbrella of what we call “income marketing,” the investment to launch something does not have to be huge or time-consuming. Yet, it does have the potential to deliver a return on investment that exceeds the project investment. Right. Marketing with a profit margin.

To do it, the project has to be smart. Very smart. Comstock kind of smart. It also has to have the right content with the right content marketing (two things we’re very good at, with broadcast and publishing content development experience). It’s the kind of stuff that would be right for Wal-Mart or perhaps a competitor. But we see applications in several industries: recruiting, politics, and even one groundbreaking idea for the right broadcast company or someone who wants to start one.

The bottom line is that the future broadcast-Internet industry (or digital media industry) — thanks to the advent of smart technology from people like Apple, AT&T, and others — has a small window of opportunity for anyone. However, this window is much shorter than I originally imagined because of smart people like Comstock. It's only a matter of time before some smart people and companies fill the ever-expanding media deliver platforms that are coming into existence today.

You don’t even have to take my word for it. Take the word of Beth Comstock, president Integrated Media, NBC Universal.

“If you have great content … you’re always going to find distribution platforms.“ — Beth Comstock, Integrated Media, NBC Universal

Yep. She's smart. And she's someone to watch.

Connecting The Dots In TV

Broadcast television is about to change forever and not in the way you might think. Well, maybe in the way you might think, but not in the way some business insiders do. They need to connect the dots.

We immediately saw the writing on the wall last week when BusinessWeek reported that YouTube broke the 500 million video views mark in seven months, which is only a chip shot away from overtaking video view leader MSN Video. Most people raced to the site to see what the buzz was about. Even BusinessWeek reporter Rob Hof noted his surprise when YouTube reported serving 30 million video streams per day.

''I assumed they meant 30 million a MONTH,'' Hof wrote. ''Nope, 30 million a day.''

For most people, the YouTube buzz is about offering mainstream shows from the current season (except those with pay-to-view podcasts), clips from TV's earliest days, and homemade movies from around the world. YouTube has even resulted in some aspiring production talents getting placed with big companies and broke a few political foot-in-mouth stories.

On its own, it is hardly earthshaking. Until, you, let's say, take a peek at what AT&T has been up to for months.

In June, AT&T made its U-verse TV service commercially available to 5,000 homes in San Antonio and the company has said it plans to spend $4.6 billion through 2008 to bring television and high-speed Internet services to almost 19 million homes.

If you don't know about AT&T U-Verse, it's about time you did. Although it's still being perfected, U-Verse provides all-digital television on your TV and home computer at the same time. Of course, that's just the beginning. It also blends in Internet and telecommunications too. In fact, San Antonio already has some 150+ channels to choose from, including local stations.

Connect the dots.

As entertainment turns digital and communications is combined, traditional broadcast producers will see a brand new competitor emerging from the ranks. It might even be you.

You see, right now, YouTube amateurs are just starting to get their acts together. It won't take long before a few ambitious YouTubers begin producing full-length shows beyond the mini-clips and parodies that are currently out there (sure, there are a few already, but I'm talking about the ones people will watch). If they can pull off something that smacks as a pilot, then why not a seasonal series?

How about a few seasonal series? How about an entire network of seasonal series? How about a few news stations too?

If they can do it, and attract a viewership online, how hard do you think it would be for AT&T U-Verse to add a channel with convenient and/or exclusive content to create another unique selling point?

There is no doubt that there exists the potential for independent Web TV producers to forever change the entertainment industry by competing head-to-head with traditional media.

If you don't believe it, then you must not believe some blogs have more readers than international mainstream media (they do) and Napoleon Dynamite never grossed more than $44.5 million (it did). In fact, Dynamite did it despite not having the one advantage that independent Web TV producers are about to inherit — on-demand distribution.

Simply put, the improvement and development of tools for mass media creativity — camcorders and video editing — gave talented amateurs the opportunity to become overnight producers. And now, the future collaboration of content providers like YouTube and potential Internet distributors like AT&T U-Verse will likely open a whole new world of entertainment, video news, and, yes, even advertising.