May 26, 2009
I've noticed recently that several people have been proclaiming how TV Ad revenue is falling a lot, and that TV is very quickly going the way of newspapers. I've tried to explain that this couldn't be further from the truth, and that of any "old media" medium, TV has a big opportunity for at least a few decades before it takes a hit like news papers. I don't doubt that TV will change a lot, and have been preaching that for years (I even left the TV industry, for the digital media biz because I felt that strongly about it). But VH1 is just one small example of a channel that has captured a niche that is on the "other" side of the digital divide, has money, and matters - as opposed to MTV who didn't handle the digital transition well, and lost an audience.
In this 3 minute Ad Age video, Crown Media CEO Henry Schleiff reminds us that it's the Babyboomers who are watching more TV than anyone else. Using TV ads for branding (making impressions on young kids so they remain loyal forever) isn't the solution anymore. Use TV ads to drive sales, not impressions - and with Babyboomers, the formula isn't the same.
Seems like it's just a wakeup call - not that we need to definitely do things differently - but at the very least, don't be lazy. Reevaluate what we hold to be true, and if it's still relevant great - but be ready to make big changes if evidence confirms what the guts of youngins like myself tell us is true.
Enjoy!
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