Commentary

Digital Media Entrepreneurs Still Like The Idea Of Traditional TV

Revenues continue to soar for the likes of Facebook or Google. But wouldn’t they like to own a TV network -- just for fun, even?  Perhaps it wouldn’t necessarily be for the reasons we might think. Look at the promotion value point of view, or perhaps some new digital R&D programming and/or social media efforts.

CBS and others will say perhaps some digital players couldn’t stomach the ups and downs of producing quality TV. Big network-based media company talk up how their TV production efforts are still the only game in town when it comes to “premium” TV-video quality -- on any platform.

Marty Moe, president of Vox Media, told Ad Age that new digital entrepreneurs want to create a “new generation of television programming... for digital television consumers.” That doesn’t sound like anyone is abandoning TV just yet.

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New business formulas seem to be coming as well, like Viceland’s plans to dramatically cut traditional TV advertising in half -- while increasing “native” TV and branded entertainment networks.

Why would digital media entrepreneurs want to drive in to do all this hard work? Traditional, long-term consumer behavior, and yes, still big TV advertising revenues  -- as well as affiliate revenues (though shrinking).

And also, top veteran digital media providers may, sometime in the near future, be hit with the same marketplace forces of all media -- that of fractionalization and even more media choice.

Misery loves company?

One has to believe radically new content,  geared to more digitally centric viewers, young or old -- as well as a new business formula -- is necessary for a new kind of TV network.

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