reinventing video

The Reinvention Of Television, Continued

From today's NY Times, some rather remarkable words about the profound change coming to television, what had been the dominant media of politics for the last 50 years:

With one sweeping shift this week, the ailing NBC network reordered the playing field of prime-time television. The introduction of a five-night-a-week program starring Mr. Leno, beginning next fall, was a concession that TV norms cannot continue, at least not at fourth-place NBC.

The programming and viewing habits of the last 50 years - exemplified by the checkerboard of competing programs on the broadcast networks - are being replaced by an Internet-influenced time-shifting model of scheduling. As a result, the very definition of prime time may be changing.

"We do have to continue to rethink what a broadcast network is," Jeffrey Zucker, the chief executive of NBC Universal, a unit of General Electric, said at an industry conference Monday, hours before the news of Mr. Leno's new assignment emerged. He warned that if changes were not undertaken, "the broadcast networks will end up like the newspaper business or, worse, like the car companies." Maybe Mr. Zucker has seen the future; after all, his network has lost 50 percent of its 10 p.m. audience in the last three years.

For the past several years we've written and discussed how the old model of a campaign - large donors, lots of TV - was being replaced by a new bottom up always on model.  For anyone in the advocacy business these trends are ones that need to be closely followed, as a whole new era of political communications is dawning.

For more on this visit our affiliate, the New Politics Institute, or check out the video and transcripts from our April event, "The End of Broadcast."

“this business isn’t about G.R.P.’s anymore"

This quote comes from yet another Times piece taking a look at the how the important tool of modern advocacy, television, is being reinvented.

In our work at NPI we've written a great deal about how the hegemony of broadcast television is being challenged by the rise of cable and satellite, digitial video recording devices and other new powerful tools like mobile phones, google search ads and youtube. This article takes a look at how the very economic model of what we have known as "TV" is changing.

Learning about how this very important advocacy tool - TV - is changing needs to be high priority for all of us in the progressive movement, for TV has been the primary tool of political advocacy for the last 40 plus years. The big picture here is that video itself is in the process of being liberated from the monopoly distribution of broadcast, and is increasingly being distributed through satellite, cable, mobile phones and the internet, and thus is becoming much more ubiquitous, accessable and commonplace. There is perhaps no more important and more radical change in modern advocacy than what is happening to what we know as "TV" - and there is much more to come.

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