Posts about Media

Google’s TV

chromecast

Google just demoted your television set into a second screen, a slave to your phone or tablet or laptop. With the $35 Chromecast you can with one click move anything you find on your internet-connected device — YouTube video, Netflix, a web page as well as music and pictures and soon, I’d imagine, games — onto your big TV screen, bypassing your cable box and all its ridiculous and expensive limitations.

Unlike Apple TV and Airplay, this does not stream from your laptop to the TV; this streams directly to your TV — it’s plugged into an HDMI port — over wi-fi via the cloud … er, via Google, that is. Oh, and it works with Apple iOS devices, too.

I’m just beginning to get a grasp on all the implications. Here are some I see.

* Simply put, I’ll end up watching more internet content because it’s so easy now. According to today’s demonstration, as soon as I tell Chrome to move something to my TV, the Chromecast device will sense the command and take over the TV. Nevermind smart TVs and cable boxes; the net is now in charge. There’s no more awkward searching using the world’s slowest typing via my cable box or a web-connected TV. There’s no more switching manually from one box to another. If it’s as advertised, I’ll just click on my browser and up it comes on my TV. Voila.

* Because Google issued an API, every company with web video — my beloved TWiT, for example — is motivated to add a Chromecast button to its content.

* Thus Google knows more about what you’re watching, which will allow it to make recommendations to you. Google becomes a more effective search engine for entertainment: TV Guide reborn at last.

* Google gets more opportunities to sell higher-priced video advertising on its content, which is will surely promote.

* Google gets more opportunities to sell you shows and movies from its Play Store, competing with both Apple and Amazon.

* YouTube gets a big boost in creating channels and building a new revenue stream: subscriptions. This is a paywall that will work simply because entertainment is a unique product, unlike news, which is — sorry to break the news to you — a commodity. I also wonder whether Google is getting a reward for all the Netflix subscriptions it will sell.

* TV is no longer device-dependant but viewer-dependant. I can start watching a show in one room then watch it another and then take it with me and watch on my tablet from where I left off.

* I can throw out the device with the worst user interface on earth: the cable remote. Now I can control video via my phone and probably do much more with it (again, I’m imagining new game interfaces).

* I can take a Chromecast with me on the road and use it in hotel rooms or in conference rooms to give presentations.

Those are implications for me as a user or viewer or whatever the hell I am now. That’s why I quickly bought three Chromecasts: one for the family room, one for my office, one for the briefcase and the road. What the hell, they’re cheap.

Harder to fully catalog are the implications for the industry — make that industries — affected. Too often, TV and the oligopolies that control it have been declared dead yet they keep going. One of these days, one of the bullets shot at them will hit the heart. Is this it?

* Cable is hearing a loud, growing snipping sound on the horizon. This makes it yet easier for us all to cut the cord. This unravels their bundling of channels. I’ll never count these sharks out. But it looks like it could be Sharknado for them. I also anticipate them trying to screw up our internet bandwidth every way they can: limiting speeds and downloading or charging us through the nose for decent service if we use Chromecast — from their greedy perspective — “too much.”

* Networks should also start feeling sweaty, for there is even less need for their bundling when we can find the shows and stars we want without them. The broadcast networks will descend even deeper into the slough of crappy reality TV. Cable networks will find their subsidies via cable operators’ bundles threatened. TV — like music and news — may finally come unbundled. But then again, TV networks are the first to run for the lifeboats and steal the oars. I remember well the day when ABC decided to stream Desperate Housewives on the net the morning after it aired on broadcast, screwing its broadcast affiliates. They’d love to do the same to cable MSOs. Will this give them their excuse?

* Content creators have yet another huge opportunity to cut out two layers of middlemen and have direct relationships with fans, selling them their content or serving them more targeted and valuable ads. Creators can be discovered directly. But we know how difficult it is to be discovered. Who can help? Oh, yeah, Google.

* Apple? I’ll quote a tweet:

Yes, Apple could throw out its Apple TV and shift to this model. But it’s disadvantaged against Google because it doesn’t offer the same gateway to the entire wonderful world of web video; it offers things it makes deals for, things it wants to sell us.

* Amazon? Hmmm. On the one hand, if I can more easily shift things I buy at Amazon onto my TV screen — just as I read Kindle books on my Google Nexus 7 table, not on an Amazon Kindle. But Amazon is as much a control freak as Apple and I can’t imagine Jeff Bezos is laughing that laugh of his right now.

* Advertisers will see the opportunity to directly subsidize content and learn more about consumers through direct relationships, no longer mediated by both channels and cable companies. (That presumes that advertisers and their agencies are smart enough to build audiences rather than just buying mass; so far, too many of them haven’t been.) Though there will be more entertainment behind pay walls, I think, there’ll still be plenty of free entertainment to piggyback on.

* Kids in garages with cameras will find path to the big screen is now direct if anybody wants to watch their stuff.

What other implications do you see?

A media attack

The attack on the Boston Marathon was designed to maximize media coverage: a popular event with cameras everywhere and a narrative that will be sure to follow about innocent enjoyment henceforth ruined by danger.

For years, we’ve been told to fear this: an attack on a football game or at Disneyland or in a mall, someplace without fear before. Instead, it happened at the marathon. No matter who committed this crime, a precedent is now set for those that unfortunately will follow. Now every time there is a popular event with many cameras that is open — not easily contained like a stadium — we will be taught to worry.

A few weeks ago in New Delhi, I stayed in a hotel that happened to be owned by the same company that suffered the terrorist attack in Mumbai. Every car coming in was searched; every guest went through a metal detector; every guest’s bag went through an X-ray. We’re accustomed to such circumstantial security in America: If a shoe is used to make a bomb, all shoes are dangerous. In India, hotels are dangerous. In America, not just office buildings and airports but now public events are threatened.

But the new factor this time — versus 9/11 or London’s bombings or Mumbai’s attacks or even the Atlanta Olympics’ — is the assured presence of media cameras at the finish line of the Boston Marathon. This was the media-centered attack.

But here’s a touch of irony: On prime-time TV, the three major networks didn’t alter their programming to continue covering this event.* That tells us that terrorism is worth wall-to-wall coverage somewhere between two and 3,000 deaths. Boston, apparently, wasn’t big enough.

But at least on cable news, there is plenty of video of the blast and its immediate aftermath to loop over and over and over again.

* Correction: I should have complained that the broadcast networks did not preempt primetime. When I wrote this, I turned to all three networks and each had entertainment programming. As fans of an NBC show pointed out to me, their show was indeed preempted later in the night.

It’s not about content: Part I

Brands (read: advertisers) are following media down the wrong path, deciding that they, too, are media now and that they, too, should make content to draw customers to their messages (thereby, by the way, getting rid of that middleman, media).

I’ve been arguing that media should build their futures around relationships, using content as a tool to that end. I’d say that is even more true of brands.

Yesterday, Samir Arora, CEO of Glam (where — full disclosure — I’ve been an adviser), tweeted a link to Marc Andreessen arguing that Ning, the company he cofounded and sold to Glam, is about to come into its own as it is remade for brands. That got me thinking about brands’ direction.

Whatever platform they use — Ning, Facebook, Google+, Twitter, blogs or all of the above — is less the issue than the culture that enables its brands and its employees — every one — to talk with and build relationships of value and trust with customers.

We’ve all seen this happen on Twitter when we get pissed off at some unfair or unrighteous action by a company; we appeal to sanity; an employee — sometimes the official tweeter, sometimes just a decent soul — rescues us; our relationship with the company is redeemed.

That is the model for brands online. I thought we’d learned that years go. Apparently not quite. Today not only are brands making content in their own domains but they now want to make content in media’s space; we used to call that an advertorial but now that is apparently called — in jargon that appeared from nowhere — “native advertising.” WTF does that mean?

Mind you, brands should indeed create content and make it available — about their products so we can find every question we have answered. But that’s utility. That’s not what brands talk about when they become media. They make this:

Screenshot 2013-03-12 at 11.24.24 AM

Huh? How is that really any different from slapping a banner onto content? Oh, yes, it’s supposed to make us associate the Droid Razr Maxx HD with exotic locales and long battery life. But Motorola would do better to finally produce a decent phone, in which case, we the users would advertise it. I do hope that’s a lesson Google teaches them. Google understands the value of building relationships with individuals and using knowledge about them to deliver relevance and value. Isn’t that the wise future of media … and marketing?

Voluntary media

Two important but too-unsung women in media — performer Amanda Palmer and Google ad exec Susan Wojcicki — met at an idea this week: that media and advertising are becoming voluntary.

They also touch on ideas I’ve been trying to write about: that media should be in the relationship business, not just the content business. In other words, media’s value isn’t necessarily intrinsic in content — as in, “you should pay for this product because the work to create it has value” — but can be realized in the relationships that form around content.

First, the amazing Amanda: She gave a rousingly received TED talk that has been seen almost half a million times already in which she argues that artists should not be afraid to ask for support, a lesson she learned as a street and stage performer and on Kickstarter. The nut of it via BoingBoing: “By asking people, you connect with them, and by connecting with them, they want to help you. ‘When we really see each other, we want to help each other. People have been obsessed with the wrong question, which is, How do we make people pay for music? What if we started asking, How do we let people pay for music?'”

Value comes to Amanda through relationships. Given the opportunity, people want to support her. In a very good post today, Reuters’ Felix Salmon contrasts her model with Andrew Sullivan’s. His purposefully mimics big media’s — from The New York Times to The Times of London: building a pay wall around content because content is valuable, damnit.

I’ve been arguing to media that relationships are more valuable. Knowing people because you have their trust and give them value builds a rich and deep relationship — builds data about that relationship — that can be far more valuable for far longer than a mere transaction.

The problem in media is that we are not built for that. We are built to serve the masses. Hell, we made the masses. Our manufacturing and investment and technology and business models have all been aimed at serving people in bulk, never as individuals because that wouldn’t scale, not in the age of presses and broadcast towers.

But now relationships do scale. See: Google. Now serving individuals scales even better and is even more valuable than mass media. Enter Susan Wojcicki, senior VP of advertising at Google, who wrote an important post on Google+ about the future of advertising. The nut of it: “In years to come, most ad views will effectively become voluntary.” Or as she also put it, choice shifts to the user in both content and advertising.

Just as it becomes difficult — in an abundance-based media world — to force people to pay for content, which is no longer scarce, it also becomes impossible to force them to see advertising, which may become more scarce (and perhaps more valuable). That means it won’t be advertising. It will be something no one — including Google — has invented yet. But Wojcicki’s thinking about what that can be. I’d bet on her finding it over a legacy media company just as I’d bet on Palmer finding a new model faster than a record company can.

The argument about paywalls — and copyright and the value of content — is the wrong argument. It’s an argument about trying to preserve old, industrial media model in a very different technological reality. I get accused of trying to kill paywalls or free content. I’m not. I’m just arguing that we need to recognize new opportunities because if we don’t, someone else will. Read: Google. Read: a street performer.

The discussion we should be having is how better to build valuable relationships of trust with people as people, not masses, and then how to exploit that value to support the work they want us to do. We can’t force them to do what we want anymore. For now, media are voluntary.

Where Gutenberg worked

I took a detour on a trip to Europe so I could visit Mainz and the Gutenberg Museum, having become obsessed with the great man and his magnificent disruption as both an inventor and an entrepreneur.

It was awe-inspiring to stand before the first known page of his printing (a snippet from the Sibylline prophesy, found in the binding of another book). It’s not beautiful; betas rarely are. But next to it is the culmination of Gutenberg’s art in three of his his Bibles, his masterpieces.

Another case captured my imagination. In it were the indulgences the Catholic Church could make and sell at scale, thanks to printing. Next to them were three of Martin Luther’s pamphlets, which he could also print at scale and it is that scale that enabled him to so disrupt the Church.

Also in that case were political broadsides printed by Gutenberg’s successors–his funder, Johann Fust, who called the startup’s debt and took over the business–in a battle between two bishops in Mainz. I write in Public Parts:

The press quickly made an impact on the political structure of society. According to Albert Kapr’s definitive biography, Johann Gutenberg: The Man and his Invention, among the earliest nonreligious publications produced in the great man’s shop by his successors—Johann Fust and his son-in-law Peter Schöffer—were political pamphlets. A series of broadsides from each side of a church fight to control the city of Mainz were published on the same presses in 1461, demonstrating from the start that this tool of publicness, like most to follow, was neutral and agnostic. “All these pamphlets were aimed at gaining public support for the respective protagonists and defaming their opponents,” Kapr writes. “To the matériel of warfare—halberds, rapiers, swords, harquebuses and cannon—psychological weapons had been added, which could be delivered by means of the printing press.” Here we see publishing’s nascent role in the birth of media, propaganda and the public sphere they would influence.

On another floor was an exhibit about newspapers and their predecessors, including small publications called posts. Pardon my blog-centric view of that, but I quite like that on blogs, we also have posts. I was struck by the continuum of media on display there and the reminder that neither print nor newspapers were forever; they were each invented. Each may be replaced. Soon, I’ll post a piece I’ve been working on about Gutenberg as probably the first technology entrepreneur. In it, I note that printing by impressing ink on paper may be seeing its twilight, replaced by ink-jet technologies just as photography on paper has been replaced by digital.

Mind you, books and printing will not disappear. After my visit to the museum, I had the great privilege of having lunch with Bertram Schmidt-Friderichs, thanks to a connection made via Twitter by his wife and partner, Karin Schmidt-Friderichs. They run a wonderful small press, Verlag Hermann Schmidt Mainz, publishing and printing beautiful small books about art and typography. Where better in the world to do that? Bertram said that books will continue but as special, premium products. I agree. In that, they recapture Gutenberg’s original vision of print as beauty.

At the museum, I was lucky to be around as a TV crew was filming a demonstration of the technologies in Gutenberg’s pressroom. The press already existed for olives, grapes, and paper; Gutenberg had to adapt it for printing. Ink already existed, of course, but Gutenberg had to adapt that, too, to his needs. But his critical and unsung invention was the hand-held mold that enabled Gutenberg to make fonts–thousands of letters needed for the Bible–quickly and consistently. It required ingenious design and no small expertise in metallurgy and I was delighted to finally see one in action, below.

IMG_1220