People talk about the future of media, where are TV and film headed? I have the answer, but I don’t think you are going to believe me. Advertainment.
Case in point, the Super Bowl. I appreciate American football just like the next [non-football-lover] guy. You don’t have to love American football to be interested in the TV commercials that air during time outs. One of the most famous commercials of all time, the 1984 Macintosh commercial showed only once, and that was during the Super Bowl. Directed by Ridley Scott for Chiat/Day, it has been seen by more viewers than his classic film Blade Runner.
Many folks watch the Super Bowl just for the commercials. Now with DVR it is easy to do, you just skip through all the boring stuff to get to the creative. The same can be said for all TV shows. The Internet is exacerbating the tendency of entertainment to get quicker. We all seem to want to get to the point right away. We are always in a hurry. That’s why I say the real creative inhabit the world of advertising. You have to make an impact RIGHT NOW. Case in point, the Weetabix spot below.
So what is the future of TV and film? Vimeo and YouTube. Just last year YouTube’s viewership topped that of all three networks combined and is only growing. YouTube satisfies the need of a quick fix of media that today’s consumers demand. If you are interested in getting your message out, you had better figure it out quick. The folks at Weetabix have it figured out. They entertain us and sell us at the same time. Advertainment.