Archive for June 2009

They’re Pet Rocks, Not Terminators
Thursday, June 25th, 2009 by Edgar Villalpando – SVP Marketing

FOX has cancelled Terminator: The Sarah Connor Chronicles. There just wasn’t an audience for a show where machines had the upper hand — and foot and eyes and brains and skulls and about any other body part you can name — and were crushing humans.

I figure people just didn’t buy the concept. There’s been so much scary stuff written about how computers are going to take over the world that no one’s paid attention to the fact that computers have taken over the world; they’ve just been sneaky about it. Computers, and just about all electronic conveniences, have become our pets, welcomed into our homes and lives. We can’t leave home without some version or versions of a computer; we feed them with electricity and battery snacks; we store them in safe dry places. And for that we get what? Crashes. Bugs. Data losses. And still we love them.

They might just as well be cats. I can imagine this same thing happening to the first Egyptians to adopt little bundles of fur. First the felines hung around outside the pyramids, chomping down on some leftover body parts from the latest mummification. Then they got a little bolder, purring and rubbing up against the high priests in exchange for the unneeded chunk of kidney or a piece of brain that dropped on the floor after being pulled through the nose.

Eventually the priests took them home where their wives were, no doubt, stunned at what seemed like useless creatures; kinda like wives and husbands — we’re more liberal today — were bemused by those first computer devices we brought home from the office. The cats eventually showed their worth by eating the mice that lived in the grain and warming feet and legs on cold nights when a nasty breeze blew in off the Nile. It got to the point where everybody had to have a cat; they weren’t just for the embalming rooms anymore, they were part of the household.

Doesn’t that sound like our computer-controlled electronics? Most of the time we start out with them at work. Oh, they started slowly, for sure, laying out spreadsheets and processing words. Then they got a little more sophisticated and offered up some rudimentary games. Then came Web browsing and the Internet and tweeting and interactivity and now the damned things are in our phones and our TVs and our cars and our houses.

Face it people, we invited them in, just as those Egyptians brought in the cats. Computers are even better than cats because more often than not they do what we want. They certainly have cat personalities, affectionate one moment, biting us the next. And we love it. We take care of them; we buy them software treats and pedestals on which to sit and wireless attachments.

And when they just don’t work out, but aren’t dead, we even take them to second hand stores where someone else can adopt them as their own pets or hand them down to our children.

That’s why Sarah Connor and her cohorts failed to hold an audience. They were trying to beat the machines. That’s silly. The machines are there for us. So what if they get a little cantankerous? Who hasn’t had a bad day with a cat? After all, they’re living things; they’re not pet rocks — at least until the hard drives crash.

Intuitive TV II: Helping Advertisers Think Inside the Box
Thursday, June 18th, 2009 by Edgar Villalpando – SVP Marketing

Science fiction often leads to science reality. C’mon, don’t tell me you haven’t seen the similarity between Capt. James T. Kirk’s communicator and a clamshell cell phone. The blur between fiction and reality is what makes entertainment TV so entertaining. Ideas show up as reality when, truthfully, they are figments in the fertile imaginations of script writers who seem to be able to look around the next corner.

I’m no scriptwriter but when I start looking around the corner I see Intuitive TV (ITV) as the next evolution of interactive TV. ITV, in my vision, will give customers what they really want rather than what they think they want.  

This idea of matching a viewer’s wants got a test spin, of sorts, on TV this past season when characters in an episode of “Bones” signed up for a dating service that linked their profiles and then used the GPS on their cell phones to alert them when someone they might like was in the vicinity. Because this was a crime show, the dating service was run by an evil genius who, in the end, turned out to be a stalker but the idea had legs: find out what really interests singles then connect them.

This kind of thing would need some buy-in from the participants, but that’s not as big a privacy hassle as it’s been in the past. Today’s early adopters eagerly concede some privacy to get features.

Imagine taking this fictional concept to television, and not just as part of a weekly show. TV for too long has played catch-up and copycat with the Web and cell phones. It’s embarrassing. Here’s a medium with millions of eyes glued every minute looking to mimic concepts used by computer nerds and vapid teens.

The TV medium needs to push past today’s reality and into the world of science fiction. Interactive television offers a foundation to take advertising from the top of the marketing funnel where everybody watches the ad to the bottom where only the most elite viewers with the greatest interest remain. Intuitive TV takes it even further.

Like all good science fiction, it won’t happen today but somewhere down the line a consenting TV viewer will provide not just a list of likes and dislikes but will, by responding to carefully phrased psychographic questions, offer a glimpse of his/her inner desires before even turning on the set. This will be like a GPS system to guide programmers to deliver the right content to the right person without detours for channel guides and channel changes. For advertisers it will be nirvana; an opportunity to target a specific spot to a user who’s predisposed to pay attention.

Okay, this means building more network intelligence than is currently feasible, even with set-tops that approximate computers. But, as more viewers skip more ads on their DVRs it will only be a matter of time until someone makes it possible for a programmer or advertiser to intuitively target what a consumer wants – even if the consumer doesn’t know s/he wants it.

Science fiction is only the prelude to science reality. And Intuitive TV and the ability to target programming and advertising is the first chapter.

Smart TV Should be Intuitive
Thursday, June 11th, 2009 by Edgar Villalpando – SVP Marketing

The TV model hasn’t changed since computers started showing video clips. There’s the lean-back model, the old RCA console in the family room with the channel changing clicker and the lean-forward model of the 13-inch computer screen on the desk in the den.

At one time both of these were clever ways to describe a consumer video experience. Today, as happens so often with good ideas, they’re clichés and it’s time to break free of clichés.

TV today is smarter than a lean-to or lean-back experience. It’s a stream of consciously sought content that includes interactive cues to enhanced viewing experiences for both savvy and casual viewers. It is, when delivered correctly, Intuitive TV, the new definition of ITV, brought to you from the insightful folks at ActiveVideo.

Consumers can immerse themselves to whatever depth they like with an Intuitive TV offering. They can lean back and enjoy the show, lean forward and interact closely with the content on the screen or rock back and forth. Since the data stream holds all the information Intuitive TV delivers a deeply satisfying experience with choice and the control and, most importantly, any level of interaction a consumer demands.

The important thing about Intuitive TV is it is a package. It doesn’t send viewers off to DVRs or VoD or even Web pages to find more content. It brings it all in one bundle and offers it up in one stream.

While not calling it such, Fox Reality Vice President of Business and Operations Ed Skolarus did a pretty good job describing Intuitive TV during an interview with Tracy Swedlow, editor-in-chief of Interactive TV Today (http://www.blogtalkradio.com/itvt-tvoftomorrow). Fox Reality used Time Warner Cable’s Oceanic system in Hawaii as a test lab and found that consumers really buy into the concept of convenient television that includes embedded features within a linear program. In this instance, viewers were given the opportunity to interact more closely with American Idol and they did so in staggering numbers.

What Fox Reality learned and what Intuitive TV embodies is a 21st century television experience that goes beyond a linear program to deliver extra bits of information viewers want to see and know. Interactive television is the path that leads to Intuitive TV and the understanding that traditional businesses like the DVRs and VoDs are features that should be embedded into a deeper stream of linear content from which, intuitively, consumers can select their best viewing experience.

I’m All A-Twitter — Not!
Thursday, June 4th, 2009 by Edgar Villalpando – SVP Marketing

For something that’s relatively innocuous, Twitter certainly gets its share of attention. The latest buzz about the social networking micro blog service is that its tweety essence might be headed to the television.

According to rumors on the Web — and no doubt multiplied and perpetuated via tweets — Twitter is in a production deal to become a television show where contestants would track down celebrities using Twitter and tweets. Besides the fact that this sounds like stalking and these so-called celebrities, if they really are celebrities, don’t take kindly to stalking, this isn’t earth shattering news for television and it’s certainly not the next level of interactive television.

I call it brand entertainment. It’s product placement — like all those Cisco devices on 24 and Subway on Chuck. It’s Twitter marketing. All you need do is substitute the name T-Mobile with Twitter and the story isn’t all that exciting. There’s nothing new or interesting that integrates it into the linear programming; people get cell phones and go out and track down celebrities as they leave messages on their Twitter sites.

Sounds kind of like voting with your phone for the next American Idol, doesn’t it? It’s about as exciting as watching some people with nothing better to do try to find celebrities who want to be found by using their cell phones. Hey, that’s exactly what it is.

It’s not interactive TV. It’s not the congealing of audiences onto one screen. It’s still multi-screen and there’s nothing new or interesting about the multi-screen experience; even movie theaters have multiple screens and every home is equipped with a TV, a PC and a cell phone. It’s when you bring those three devices together on one screen that it gets interesting.

Now, if they wanted to build an application that surrounds the linear feed with some Twitter UI, that would be exciting. They don’t. So there’s no reason to get excited. Twitter is not about to change television. If anything, it’s just about to change the way celebrities are stalked.

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