Commentary

Is 'Placed-Based Media' Passe in the Post-Quibi World?

Wither the bigger “placed-based” media industry now that Quibi is history?

Think about big digital video outdoor screens, in-stadium video projections and business/medical offices with video content.

A new placed-based TV/video platform, from a company called It’s Relevant LLC, is launching what it calls Covid-Free TV for all those who can be found in doctors' waiting rooms or in other businesses that fear you-know-what.

Here’s the premise from Jonathan Krackehl, CEO of It’s Relevant, in a press release: “Playing a cable TV channel in your business may be creating fear among your visitors without you even knowing it ... news about Covid-19 often sends the message "stay at home" more than anything else.”

And no business wants that.

We assume the actual words “Covid-Free TV” isn’t a consumer-facing brand name of any network. The company says it will provide custom-made mixes of content for businesses, along with “blocking mentions of coronavirus for customers in waiting rooms.”

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For almost two decades, consumers have had alternatives, using their smartphones for all kinds of stuff, including calm video content or repeat episodes of AMC’s “The Walking Dead” -- even during doctor visits.

We wonder then what remains of the Quibi debacle? What kind of entertainment should one do when outside in the future — and when pandemic restrictions ease?

If you are committed to absolutely having an overhead TV screen in your office or business, calming TV, no-fear content might sound good. But it will continue to compete with digital media content on your phone, where a more personalized approach can offer game shows, entertainment, reality TV shows, financial news or other programming.

In essence, this has been a Quibi model, where “quick bites” of five-to-10 minutes of TV content can be consumed.

Assume that Quibi might have been over-ambitious when it comes to pricey TV content, and then ask: Is there room for a much more scaled-down version of an all-encompassing easy-to-access video app -- perhaps a more modest Netflix-like popular TV-video platform?

Consider other fear-free video networks: “Trump-free TV,” “Clown-free TV” or “Drug-free TV.” What about other phobias? “Yoga-free TV” or “soft-rock free TV”?

In fact, it's wise to avoid all things on TV we fear.

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