Today, a little-known but well-resourced pressure group launched the P-Chip -- which, the group claims, will overcome the challenges of user adoption associated with the V-Chip and significantly flatten the learning curve to ensure that nobody is exposed to "that huge mass of television programming and advertising that is so toxic and corrupting to the family values America holds dear."
One of the biggest hurdles hindering the ad community's adoption of the cable networks' ad-supported video-on-demand platforms is the cable systems operators' commercial integration restrictions. If an advertiser purchases time on a linear network's VOD channel, such as CNN, Discovery or Nickelodeon, or an independent content provider's VOD channel, such as Music Choice or Havoc, the advertiser is required to provide commercial assets upwards of 30 days prior to the beginning of the month in which their commercial is to air.
A Vietnam-era bumper sticker said, "Kill 'em all, then let God sort 'em out." While in questionable taste, that's similar to how television advertising has been working: "Reach 'em all, then let each consumer figure out if the ad was intended for him."
Have you visited Second Life yet? Virtual worlds are the hottest topic in media today, yet most people in the TV and advertising industry have yet to make a visit. But avoiding the implications of Second Life, assuming it's another game or a passing fad, is akin to ignoring Google and eBay in 1999, MySpace in 2004 and YouTube in 2006. Television networks and programmers that fail to understand the growing importance of virtual worlds will be missing an important opportunity.
1) It was interesting to read Mike's Bloxham's analysis of DVR selections and some of the differences by gender and age. In our house we actually have "his" and "her" DVRs. My wife and I arrived at this arrangement based really on the puny size of the hard drive in our Comcast DVR and my desire to record in HD.
Following my inquiry last week as to what you recorded on your DVRs, over seventy of you either posted your response or emailed me directly. This far outstripped my expectations and made for fascinating reading. Here a few highlights of what we found, followed by another question....
During the 2002/03 broadcast season I was fortunate to have consulting agreements with cable systems operators and established linear cable networks to help launch their video-on-demand platforms: ad-supported as well as advertiser-provided content. I would often arrive with the ad-supported cable network's affiliate guy in tow. We'd wait patiently for the designated "new interactive media" specialist, and affiliates guys and gals from the opposing camp, the systems operator. Often they would keep us waiting. When they arrived everyone would be cordial, hands shook, and then immediately, the fireworks began....
Is salacious content on network broadcast television, even at the 10 o'clock hour, relevant? Yes, it is, and sorely missed ever since Janet Jackson determined the future of network television and defined a new definition of community standards that has stifled creativity.
Now there's an ad campaign I can recall. But today is not about ad recall in a DVR household (as interesting a subject as that is). No. Today I'm going to tell you one of the things I like best about the DVR (not ad-skipping, though, yes, that's right up there too) and then I'm going to get into We-The-People mode and issue a call to action that I hope you'll respond to.
The first time that I can remember an acronym got my attention was in the very late '60s. My contemporaries started to pepper their salutation "Hey, mon" -- a Jamaican pronunciation of "man" equally proffered to both males and females -- and "what's happening" with "what's your "M.O.?" Initially, I thought this reference was to me, since "M" and "O" are the first initials of my first and last names.