• by Lydia Loizides , Op-Ed Contributor, July 5, 2006

In the last few weeks, it seems as if television executives have discovered one of the powers of the Internet: self-expression. What on earth is she talking about, you may ask? Well, let me posit, for your consideration, the following premise: every user-generated content site would cease to exist if people didn't want to express their opinions in the form of video, audio or text. Moreover, a review or recommendation is a powerful currency in a faceless world of ones and zeros. And finally, a technology is only as good as its ability to harness that power of its user. It is not, my friends, how people are expressing themselves--whether through video, audio or text--but why they are expressing themselves. But I digress.

You see, self-expression is what is powering the Internet these days. Netizens are using various online environments to express themselves in different ways: personal blogs, message board postings, user-generated content, rate (insert object here), recommend (insert object here), and the list goes on and on. Tools are appearing daily that make it easier, faster and more efficient for anyone to become his or her own critic of something. And access to the Internet is about to take on a whole new meaning through initiatives that will deliver the Internet through power lines and free municipal Wi-Fi. It would appear that one of the most valuable derivatives of this dumb pipe is the way people are harnessing its power and reach to express themselves and their opinions about everything and anything. The question is, is anyone listening?

Um, has she lost her mind, you may ask? Big deal, you say? Consider this. Eighteen months ago a pilot for a show called "Nobody's Watching" was as good as aired when WB executives decided not to pick it up. Now, through what could only be defined as carefully planned happenstance, the program found its way onto YouTube and has been downloaded over 300,000 times since. People are talking about it all over the online place, and-- this is the important part--this chatter, this expression of interest in the program, has piqued the interest of other networks; the show just may get its legs back.

Another example, "Blade: The Series" that is currently available for download, for free, from iTunes. Now, let's be clear, I understand that this is likely part of a larger PR plan, but what I find the most intriguing are the opinions that are being expressed on the iTunes Customer Reviews page. From tedbrag: "Lifeless acting, and I'm not talking about the corpses. Leading lady is as engaging as a fence post - and 'Blade' is a just a freak in leather killing vampires..." From m0n3ky m&n: "It's good, but Wesley Snipes is much better." From Emjay901, "Great way to check out new shows. I'll be watching for the FREE option more carefully now!" Then there are other third-party fan message boards (which I won't quote because well, this is a family-friendly publication) that are on fire with fans of "Blade" expressing their opinions about the program vis-à-vis the original story comic book character and Wesley Snipes' lead theatrical features. Anyway, the point is, by tapping into this digital forum, the show's producers will able to gauge, in real-time no less, the response to the program. Take it for what this is worth--but how unbelievably valuable is that?

And what about the Arctic Monkeys? Brookers? John Hinderaker? Do any of these names ring a bell? If the answer is no, it's time for you to get with "the-value-in-being-able-to-express-myself online" program.

In the cases that I have cited above, online expressionists have found a powerful channel for their voices. I would argue that one of the most consumer-friendly approaches that any executive can take in today's day and age--regardless if you are selling toothpaste, toasters or television programming--is to harness the power of these expressionists and empower them to tell you what exactly what they think. You see, what they are saying and where they are saying it is already happening--and is, arguably, utterly out of your control so you might as well turn it around and use it to your advantage, no? After all, everyone's a critic, aren't they? You tell me.