The Radice Files — Episode 95: “it’s a fact, Jack”

Broadcasting is the new cable, with niche programming and non binge content. There will be an emphasis on live events, news, sports and specials, and of course, Local content. And when next GenTV takes hold, there will be at least one more metamorphosis of over the air television. (Check out today’s “And finally…” my predictions from 4 years ago).

Broadcast Stalls as Entertainment and Media Revenue Recover: PwC | Broadcasting+Cable

The global entertainment and media industry was hurt less than the overall economy by the COVID-19 pandemic in 2020

Facebook and Twitter under fire after England soccer players face racial abuse online

Facebook and Twitter say they acted quickly to remove posts and accounts hurling racist abuse at Black England players.

A big opening for ‘Black Widow’ gives a taste of how theaters and streaming can coexist.

The long-delayed Marvel-Disney movie generated $80 million at the domestic box office and another $60 million on the Disney+ streaming platform.

Could a digital pound mean the end of banking as we know it? — Positive Money

Mon 12th July 2021 With everything going on in the world at the moment, such as a terrifying heat dome emerging in North America — it can be forgiven that speeches from key economic figures exploring the potential end of the monetary system as we currently know it flew under the radar. Over the past […]

CBS Staggers Fall Premiere Dates in Strategy Change — The Hollywood Reporter

CBS has set a staggered premiere date schedule for its fall programming.

Biden Executive Order Has Plenty of Advice for FCC | Multichannel News

Urges it to promote Open RAN, diverse auction participation and much more

TV news crews are increasingly threatened with violence on the job — The Washington Post

Gunfire, muggings and assaults have prompted TV stations to take up new safety measures: “There’s a lot of anger out there.”

‘Space Jam: A New Legacy’ crashes NFT social launch | Ad Age

The collaboration with “Space Jam” reboot marks one of the first NFT campaigns for a major motion picture.

TikTok opens first pop-up venue in UK at Westfield London | TikTok | The Guardian

Influencers including Kyle Thomas, Ehiz Ufuah and Poppy O’Toole will offer sessions on creating content

Facebook is developing its own city near Silicon Valley HQ | Daily Mail Online

Mark Zuckerberg’s social network, which has 2.9 billion users, is now planning to build a real life community called Willow Park on a 59-acre site in Menlo Park, California.

Jean Smart Joins Damien Chazelle’s ‘Babylon’ With Brad Pitt, Margot Robbie

“Hacks” star Jean Smart has joined the cast of Damien Chazelle’s Old Hollywood epic “Babylon” that’s in production in Los Angeles.

Inside creators’ contentious relationship with Instagram as the app embraces more video | Ad Age

As Instagram user engagement slips, creators are putting more energy into TikTok in a shift that has implications for brand deals.

Hello, Content Creators. Silicon Valley’s Investors Want to Meet You. — The New York Times

The online influencer culture is starting to draw serious interest from big venture capital firms. But the real money could be in digital tools, not the personalities.

Chip and Joanna Gaines’ Magnolia Network arrives and Google hosts games summit

Marketing and media events to watch in the next seven days.

Realscreen » Archive » Netflix, IPC prep Paris Hilton cooking show

Realscreen — the best in non-fiction, is about the global business of factual entertainment

Did A Study Find Your Cat Hated Having You Home During Lockdown? Not Quite. | HuffPost

A survey of pet owners found nearly all dog owners felt their pets loved having them home, but for cat owners it was more varied.

Super Mario 64 game sells for record-breaking $1.5m at auction — BBC News

An original Zelda cartridge and a Mario game set successive records at auction within days.

Foo Fighters Transform Into Dee Gees For ‘You Should Be Dancing’ Video SPIN

Foo Fighters are prepping a Bee Gees cover album called ‘Hail Satin!’ under the moniker ‘Dee Gees’ for Record Store Day’s upcoming drop on July 17

And finally…A little something I wrote 4 years ago. “TV is dead”

In “the next normal,” what we now know as television will be dead, and marketing the next iteration of TV will not be dependent on brand.

These are two bold yet not mutually exclusive statements.

People don’t watch brands…they watch video.

Spending to market NBC, ABC, CBS, Fox, all the cable channels in the niche categories, and the hot OTT’s of the day, Netflix, Hulu, Amazon, Facebook Live Streaming, Snap and Instagram Stories, just won’t matter as stand alone providers.

The user experience will define the medium as much as the content defines a brand now, and the advertising around and in the content will play as much of a role as traditional branding does now.

“Internet video will account for 80 per cent of total consumer Internet traffic by 2019, compared to 64 per cent currently, according to a report on audio-visual services in the digital era by a Rome-based think-tank. In fact, the younger generation, children between the ages of 5 and 15, now spend more time on the internet than they do watching TV on a regular TV set, according to UK telecoms regulator Ofcom. The latest connected entertainment research findings from market research and consulting company Parks Associates, finds more than 50 per cent of US broadband households now watch Internet video on a television screen.”

It’s inevitable that all content will eventually gravitate to the Internet, and the web has a far better user interface than an EPG and a remote control.

AI and voice will be the new sextant of “The Next Normal,” and every type of content and format will live together regardless of the device on which it’s consumed.

It’s about the UX.

Choices will be presented in a number of ways. Favourite actors and directors, titles, genres, formats, events, sports, and breaking news, games and more, will be accessed in a far more elegant fashion.

Netflix and TiVO are leading the way in on screen UX, and the Amazon Echo/Firestick is on the leading edge of voice control.

Advertising and promotion won’t just live side by side in the “next normal” ecosystem, it will live within the content. What we now know as branded content and programmatic delivery will become the norm. The less intrusive it is, the better it will work and the more it will be accepted.

Where the content is housed and what format it is won’t matter as much as access to the material you want to consume. The key will be how easy it is to find, any additional messaging will be so organic as to seem invisible.

Eventually when you say to your device “show me the money,” you will see choices that include the Tom Cruise movies, “Jerry McGuire,” or a CNBC programs. You then drill down to what you want with a few key words and make your informed choice. Eventually, through machine learning, you won’t even have to do that.

So how do you market in “The Next Normal?”

One way is to combine PR and Promotion seamlessly under one umbrella. Use the tools of promotion to make your communication more compelling.

It won’t be some ad creative telling you what to watch or what to buy, it will be you telling others what’s on your mind simply through your content choices, and that will influence decisions and change the behaviour of others in your circle. It’s likely to be a form of uber native technology around the global water cooler.

In some ways, “The Next Normal” is like back to the future!

Roger Pugh, of Big Smoke Advertising says, “Native advertising has characteristics that make it especially suited to the digital space. It is created by specialist digital writers, it is more cost effective than offline advertising, it is extremely difficult to block and it fits seamlessly into online publications. And the best part is that the metrics behind such a campaign are far more nuanced and ROI-driven than many CMO’s realise.”

This doesn’t really work on traditional TV, and that’s just another reason “The Next Normal” will be the future of content consumption on-line.

Yes, TV as we know it is dead, and so is the way it’s marketed.




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Frank Radice

Emmy winning journalist, producer, director, composer, and author. Sharing content about tech, politics, media, and culture.