While audiences continue to transition onto other mediums such as streaming TV, podcast, social media, and other digital platforms. Broadcast continues to plead their case on why the medium is still stronger. Here is the bottom line, digital is now King, just take a step back and see how consumers now behave. Millennials are major influencers when it comes to consuming digital, which in turn influence the generation before them (generation X) and the next generation after them (generation Z). I got my parents to cut their cable, keep the internet of course, and purchase a Fire TV Stick. Weeks later, my father couldn’t get enough on how much power he had on what he watches and they’re happy with the decision they made.
With a renaissance in media upon us, it’s time for the folks in the broadcast industry to really embrace and accept this change, and quit sharing “data” or “research” on how the medium still reigns supreme, IT’S NOT TRUE. I get from a business perspective, the product pays the bills, and by deviating from that, it threatens the quality of life. That’s life, as humans, we are designed to evolve through the most toughest times. I started my career in broadcast, and will forever be grateful on what I learned from those before me, it made me who I am today.
What I’ve been seeing lately has been painful. Data companies approaching these vulnerable broadcast media groups with “solutions” on how the metrics they provide can show the power of their stations. Through despair, they pay hundreds of thousands of dollars for worthless information at its core, but at the surface, it was designed to make their advertisers/clients believe the station/s is driving results. Furthermore, they don’t even go through the proper procedures to verify the validity and credibility of how the data was collected in the first place. If the broadcast medium was so strong, why on the other side, they’re growing their digital presence by hiring more digital experts, investing into digital platforms, and participating in intensive digital training? It looks to me that they’re getting ready for a massive shift.
In conclusion, there is loads of money to be made, enough for many to be successful in media. Me along with many would appreciate it if we all were a little bit more honest with each other on what is happening. Times have changed, you can’t just try to create propaganda and think you won’t get caught with the lies or inaccurate information. Information and mass communication is readily available at our fingertips now more than ever. Walking a near straight line in business now in today’s world will either make you or break you.
SO STOP LYING!