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Is Apple About to Lose Turner Studios?
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[Bill Davis] “but at the core, the translation from the “it’s in the theaters or on TV tonight, so those are my choices” (roughly PUSH) to the modern “what do I choose to watch right now” (PULL) content distribution is going to disrupt everything.”
The problem with that theory is that the only things people want to PULL are programs that have been marketed, advertised and culturally “authenticated” by the PUSH media. That’s the true meaning of “broadcast” – produced for and marketed too the largest swath of possible viewers using the information pathways long established for them – movie reviews, TV promotion, etc, etc.
The simple appearance of a movie title on a theater marquee delivers more punch than all the internet advertising and viral blogging you can invent. And unlike music, even an indie film can’t support itself with the downloads of even 10,000 loyal supporters, let alone next year’s Avatar or HBO mini-series.
Herb Sevush
Zebra Productions
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nothin’ attached to nothin’
“Deciding the spine is the process of editing” F. Bieberkopf -
[Bill Davis] “Hocus Pocus means magic. Nothing magic about a Justice noting that OTA broadcast — which was the heart of the broadcast industry relatively recently in history “
Fine, have it your way, you weren’t using Hocus Pocus, you were being misleading and dissembling.
The “relatively recently” has been at least 20 years, and no one on this forum is using the term “broadcast” to mean OTA. Your misuse of the word broadcast is exactly analogous to the misuse of the term “Pro” by others that bothered you so much. Yes, OTA broadcast is in decline, and NO, broadcast audience’s are not shrinking, they are growing every year.
It’s too bad your envy of those working in broadcast keeps making you try to come up with faulty arguments promising it’s demise, but it ain’t so, just check your TV listings.
Herb Sevush
Zebra Productions
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nothin’ attached to nothin’
“Deciding the spine is the process of editing” F. Bieberkopf -
[Herb Sevush] “The problem with that theory is that the only things people want to PULL are programs that have been marketed, advertised and culturally “authenticated” by the PUSH media. “
We simply could not disagree more about this.
This part of the conversation was started by my noting that my kid came in to my room all excited by that Burning Man video. By the time I found out about it, he’s probably text-messaged a link it to a dozen of his friends – and had posted a link to it on his Facebook page.
Have you been sleeping? Havn’t you read how Louis CK just raked in six figures in about 24 hours by using social media to distribute his self-produced (and self edited in FCP-Legacy) content?
If you can’t see how radically distribution is changing you risk missing the largest single shift in media consumption of the past hundred years.
NO that does not mean the traditional ways are irrelevant or worth-less or shouldn’t be honored and maintained.
It simply means there’s a new game in town and that not just people but significant businesses are having to take notice.
I just got back from a weekend in SoCal – in yet another Marriott ballroom working with corporate types.
Among the biggest topics? Management of social media.
And, BTW, one again, (it’s kinda becoming a corporate show cliche) the “big reveal” at the end of the show to thank the troops for generating great results in difficult economic times was a shiny new iPad 2 in everyone’s gift bag.
And those suckers can watch the Burning Man video on YouTube EASIER than they can sign-up for a service that gives them access to hollywood content.
“Before speaking out ask yourself whether your words are true, whether they are respectful and whether they are needed in our civil discussions.”-Justice O’Connor
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[Bill Davis] “We simply could not disagree more about this.”
Correct.
[Bill Davis] “This part of the conversation was started by my noting that my kid came in to my room all excited by that Burning Man video. By the time I found out about it, he’s probably text-messaged a link it to a dozen of his friends – and had posted a link to it on his Facebook page.”
And I sent it to my girl friend, and she loved it and I’m sure she passed it on. OK, so now show me how to monitize that. I work with some very smart producers and content creators and they’ve been trying to figure out how to avoid the necessity for going thru the broadcast pipeline for years and not only can they not figure it out, nobody has. Yet.
[Bill Davis] “Have you been sleeping?”
Whenever possible.
[Bill Davis] “Havn’t you read how Louis CK just raked in six figures in about 24 hours by using social media to distribute his self-produced (and self edited in FCP-Legacy) content?”
Yes, I know about Louis CK, who has been a comedy central staple for years with multiple broadcast shows to his name. You have just proved my point about how necessary “push” media is to the “pull” media market.
In order to make your argument you have to name one, just one, successful media project originated and marketed solely on the internet without reference to an already established broadcast name.
In fact the reverse has happened a number of times – an internet sensation (Justin Beiber) uses his internet reputation to attract broadcast producers who help make him a successful broadcast entertainer. As always the money comes from broadcast recognition, without that recognition there is no money. Now once you have that recognition you can use the internet as one of your product streams, no problem. But you must have broadcast recognition first, every time.
[Bill Davis] “the “big reveal” at the end of the show to thank the troops for generating great results in difficult economic times was a shiny new iPad 2 in everyone’s gift bag. And those suckers can watch the Burning Man video on YouTube EASIER than they can sign-up for a service that gives them access to hollywood content.”
I’ll bet you dollars to donuts they were watching either network sports or broadcast movies and programming long before, if ever, they watched the “burning man” video.
Herb Sevush
Zebra Productions
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nothin’ attached to nothin’
“Deciding the spine is the process of editing” F. Bieberkopf -
[Bill Davis] “the Supreme Court debated whether policing curse words and nudity on broadcast television makes sense in the cable era”
Since we are going of topic…
yeah you know what no it does not make sense why would it when they don’t even mention violence in that same sentence which violence would make sense to police!
Yeah!
By the way why Tuner Studios same something like that about the Mac Pro if Apple has mentioned the generation is in works???
Bad media? -
Democratization of gear and distribution gets rid of some barriers but raises new ones at the same time. It allows for a broadening of the content spectrum but I don’t think it’s going replace or dramatically displace content as we know it today.
For example, access to sports equipment (be it a soccer, cricket, or basketball) is nearly universal but professional sports still exist. The fact that I can join a company softball team doesn’t mean that people would find equal enjoyment, equal value, in watching me play vs going to a Dodger’s game and the Arena Football League hasn’t displaced the NFL (if anything it’s acted as a bit of a feeder system). I think the low and middle ground of content will expand but the top will still be the top.
People want the content. People want Game of Thrones and American Idol and The Dark Knight Rises. What people also want more of is control of how and when they view their content. They want to be able to stream more and not have to have a big, expensive cable package. If they buy a Blu-ray they want an easy way to make that content accessible across all their devices (living room TV, computer & mobile device).
As a content creator I’m not really concerned, but if I was a ‘traditional’ TV distributor I’d remind myself that I’m in the content distribution business, not the only deliver content over-the-air business.
With all that being said. I just read that people watch an average of 5hrs of TV a day (this number is going up) but only watch an average of 15 minutes of YouTube a day. Lots of people want IP-centric delivery to work but the devil is in the details.
All in all, an exciting time to be in this field, IMO!
-Andrew
2.9 GHz 8-core (4,1), FCP 7.0.3, 10.6.6
Blackmagic Multibridge Eclipse (7.9.5) -
[Andrew Kimery] “Democratization of gear and distribution gets rid of some barriers but… …want IP-centric delivery to work but the devil is in the details.
All in all, an exciting time to be in this field, IMO!”
Excellent assessment. At least, that’s what my feelings are. I find it an invigorating time.
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[Bill Davis] “This is no longer the era where the big action is in top down production… Want an example? Search the string “OH THE PLACES YOU’LL GO BURNING MAN” (a few days old but if someone hasn’t linked you to it, they soon will.) It’s the best example I’ve seen in a long time of modern, agile, outstanding video craftwork. It owes little to the “big production” mentality and everything to the aesthetic that skills and the access to great equipment is really what matters in putting together content people want to search out and watch.”
I’d have to disagree. It owes everything to Dr. Seuss.
What would this video be without that amazing writing?
Oh, The Places You’ll Go was published by Random House — the “the largest general-interest trade book publisher in the world” [link]. This video was born from big production, and it is achieving success (by which I mean generating buzz moreso than money, for whatever that is worth) on the back of publishing.
Just like Louis CK, this is an example of exploiting success in big broadcast or mass distribution in non-broadcast markets.
[Bill Davis] “So sorry, but maybe once the test was “broadcast quality” but the new test is “show me something that lights up my brain.””
In addition to the great writing borrowed from a big-production publisher, the OTPYG Burning Man video is beautifully shot, cut, and finished. Restaurant-quality lemonade. You might even say broadcast quality.
Ideally something would light up your brain and feature high production value.
[Bill Davis] “Seek out the Deloitte study on “The Power of Pull” – there’s a lot off-target to wade through, but at the core, the translation from the “it’s in the theaters or on TV tonight, so those are my choices” (roughly PUSH) to the modern “what do I choose to watch right now” (PULL) content distribution is going to disrupt everything. It just makes sense. IMO, that’s the future to equip for in both gear and skillets.”
We’ve been dancing around this question here for a couple months, so I’ll pose it directly as I can.
How is creating content for pull consumption different than creating content for push consumption? Aren’t they just two sides of the same coin?
I think that content — for the entire history of communication — has been a blend of push and pull. Someone has to create content and then push it into a marketplace for consumption; some else has to choose to consume it and pull it from the marketplace.
Push without pull isn’t seen and doesn’t sell, and pull without push can’t be seen and doesn’t exist.
What specifically is it that you’re arguing for?
Walter Soyka
Principal & Designer at Keen Live
Motion Graphics, Widescreen Events, Presentation Design, and Consulting
RenderBreak Blog – What I’m thinking when my workstation’s thinking
Creative Cow Forum Host: Live & Stage Events -
What am I arguing for?
Simple.
To rattle some of the more hidebound people here into a bit of self examination.
Some are so sure that their particular brand of “wisdom” is the only kind with any value. But theirs, IMO, is too often the brand that confuses evolution for innovation. Their thinking worked for them yesterday, so they expect it to keep working. But I suspect the opposite is true.
I suspect that a guy just like Herb was shaking their grizzled noggin at Jeff Bezos when he told the Angels that he saw a long tail play that required long delays in “monetizing” pushing books on-line. Amazon was willing to lose millions for years to be ready with the systems scaled and ready to go when e-commerce finally took off.
Now we can see that Amazon was never about books at all. Books were nothing but a test case for a new business model.
On a micro level, I’m willing to bet that as content creation continues to diffuse away from the majors and more and more to the desktop, lots and lots of people will find satisfaction at a level a tier or three below Hollywood hits.
Why?
Because of reverse scale.
Without the need to support monster facilities and cadres of human resources, someone can do financially well with a few thousand loyal content customers and an efficient micro-payment model.
That was never really possible before because costs scaled so closely along with distribution.
Now apple has demonstrated that with a largely pull-based ecosystem built more on search than advertising – more revenue falls to the bottom line than before. And with lower costs of creation comes opportunity for increasing margins.
If that is so, I want to understand the content tools designed to enable easier work in the new model.
And that’s precisely what I think FCP-X is.
A first step toward better.
I’m cutting my twelfth paid FCP-X piece and wrapping up my fifth Motion 5 commission – and I’m here to tell you this is every bit as exciting as FCP 1.0 was for me back in 2000.
That was a step toward better, too.
FWIW
“Before speaking out ask yourself whether your words are true, whether they are respectful and whether they are needed in our civil discussions.”-Justice O’Connor
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[Bill Davis] “Now apple has demonstrated that with a largely pull-based ecosystem built more on search than advertising – more revenue falls to the bottom line than before. And with lower costs of creation comes opportunity for increasing margins.
If that is so, I want to understand the content tools designed to enable easier work in the new model.
And that’s precisely what I think FCP-X is.
A first step toward better.
“The problem at the moment is that if you produce content in a niche market like we do, you simply can’t get your shows on iTunes. It’s relatively easy to get Apps on the App Store, easy to publish books on their bookstore, it’s even not too difficult to get music on the iTunes store.
Apple need to change this model if they want a piece of the pie, before Google get too much of a lead, I’d love to edit a show in FCPX and then click “publish to iTunes”
Steve Connor
“FCPX Agitator”
Adrenalin Television
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