What The TV/Video Industry Needs to Do - That They're Not
By: Robbie Caploe |
It's almost fashionable these days to say that TV is over, that working in the media business is hell, that no one's making money in digital and that one more mega merger will be the fatal step off the cliff - picture Wile E. Coyote feeling around for ground in midair while wearing jeans, two days worth of beard stubble, an Apple watch, and a blazer.
I do not agree with this assessment.
Is working in media sometimes like stage-managing a fashion show of monsters? Yes, it is. Can it feel like you're on a planet with no atmosphere? Um, Roger that. But here's the thing: it's also exciting. Figuring out how to read the smoke signals, looking for anecdotal intel that points you in a new direction, and most importantly, talking to people in the industry are big keys to growth in this environment.
Tell it Like It Is
I would argue, in fact, that sharing information is the most important ingredient to ensure prosperity in the media space, both personally and professionally. There's so much emphasis on not telling people what we're planning and thinking - and I do get that it's important to be cautious - but we have become so careful that we're stifling our industry's progress. What's wrong with sharing news of tactics and strategies that were successful? Wouldn't it follow that if I tell you about a program I instituted that attracted ad dollars, you could try it, too? And if it works for you, too, then more clients would take part in similar campaigns, moving more money into the market? I know that there are layers of nuance here, but stick with me on the general idea. When we don't do this (i.e., most of the time), we stay siloed in our areas, not connecting with people inside our companies, let alone our peers and frenemies outside our walls. And in the end, that can often mean not being inspired, not being sparked by new points of view, and getting stale. And as we all know, this is no time to get musty, my friends.
Big Talk = Big Results
It's this notion that spurred me, as Brand Director of Cynopsis, to create THAT BIG TV CONFERENCE. That's because it became clear that as the TV/Video world's first morning read, Cynopsis could provide the structure for media execs - both strategists and tacticians - to come together, talk candidly, and forge solutions and next steps so that we can all thrive. And also, so that we can continue to look cool in our jeans and Apple watches. Cause isn't that what it's all about?
No, seriously, I know that's not what it's all about. But I DO know that we need to share real risks, real challenges, and real rewards and opportunities in order to move forward. Let me know if you agree by joining me on September 9th and 10th in NYC. It will be a useful way to spend your time, I promise you.
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