Wednesday, September 23, 2009

This Year's Emmys - Still nothing interesting comes to mind.

So it's been a few days since the Emmy's aired and to be honest I have been brainstorming as many ideas as possible to give some sort of opinion on the whole thing and all I can come up with is that I have none.

Sure, NPH was good, but didn't meet my high expectations. Kristin Chenowith was incredibly annoying regardless of the sincerity of her excitement. Tina Fey looked beautiful in black. Again (yawn). Jessica Lange should lay off the Botox. And the Moet. Seth McFarlane's date looked like a runner up in the Miss Hawaiian Tropic contest (Myrtle Beach). A telling choice that shows it's not just his humor (which I love!) perpetually stuck in seventh grade. The whole night was so boring that in fact the most shocking moment to me, was laughing at Jimmy Fallon. That short sketch was funny - and I don't always enjoy him.

The whole thing felt a bit like watching junior varsity football. Which is always what television is to the movies. During the reign of the Sopranos, television nearly surpassed movies in coolness (nearly). HBO and other cable networks were pushing some seriously edgy material and the public ate it up like hotcakes. Now, the edgy thing is overdone, and the shock value has faded. This year's Emmys reflected that dullness. Not to mention that Leno taking on the 5 night a week spot historically dedicated to "appointment television" drama series, the NBC has all but flown the white flag.

Hulu, YouTube, TiVo, OnDemand - they're all taking share away from the traditional networks. And the big advertisers did not get the memo 5 years ago to go out and hire a bunch of social media marketers to get in the game early and are now scrambling to make their case online, while still sinking megabucks into tv ads that aren't being seen.

But the biggest reason the networks are in trouble is that they're putting out crap - and with other choices people aren't forced to watch. Lots of people are creating their own entertainment and spending their free time marketing themselves...not watching whatever is put in front of them. The successful shows found that by being niche, they can pull socially savvy audiences. The stuff I like, Lost, Mad Men, 30 Rock, The Office, pull so-so ratings but have very vocal fan bases. I've never seen one episode of Two and Half Men. Apparently that pulls unbelievable numbers, but I've never seen anyone put anything on their Facebook page about it.

Today's consumer is very self-reliant. We are very "i" focused. We can customize everything we use in our daily life to compliment whatever personal interests we have. There are very few things we are stuck with listening to or watching. We have Sirius radio in the car so we can listen to all 80's Alternative all the time and never know what new music we're suppose to be downloading. We never set foot in a bookstore anymore because we can buy new books for $9.99 and read them on our Kindles. We can block spam, banner ads and popups, and if we don't, they're so cleverly selected for us based on the other stuff we have online that they actually present the one and only item we would ever need or want to buy.

Your new spokesmen?
I can think of only two places left in the world where media decisions are limited and that is in doctor's offices and hospitals where you cannot use your iPhone to watch whatever you like because "cell phone use is prohibited". So best of luck to the advertisers in Good Housekeeping, Better Homes and Gardens and Highlights for Children magazines. You have the burden of carrying the entire weight of the survival of traditional media on your shoulders. Here's a couple of tips for you. The pull out postcards still don't work and free perfume and makeup samples do!

Your product here???

No comments:

Post a Comment