Kevin Slavin of Area/Code states in this brilliant video from 5D Conference (previously published on this blog) that TV is an event, something millions of people gather around at the same moment in time, creating an experience where interaction, collaboration and synchronous action can occur.
Putting media into this context, where we create cross-platform experiences around a massive, congregating event, might also help us find new business models, new value and new context. As the activity surrounding the participatory part of the experience might be suited for establishing and growing direct relationships between companies and participants.
Now this isn’t only a TV mindset, every form of mass media is an event. As Seth Godin puts it while adding the same train of thought to newspapers, in one of his latest posts, “Everyone else reads it”:
- “we need to read what everyone else is reading in order to have a sense of being in sync. If it’s in there, it matters, because everyone else read it.”
In fact, media, in and of itself is in the event industry, something everybody talks about, shares and spreads. Something we have to be a part of as it is a part of our culture and frame our conversations.
Thinking of media this way, not only as a source of information or entertainment, not only a social family event or as couch surfing. But an arena where people with shared interest and enthusiasm converge around a shared idea, might be very powerful. The trick is to find where brands can help extend the experiences with value adding marketing, not interrupt them with irrelevant advertising.
Our discussions, especially around media, should concentrate on how this new stuff ads to the old stuff, not how it kills it. How experiences spread across platforms, not fit into one.
New media models ia about combination, mixing the role, or the best of traditional media with the abilities of new, not go looking for brand new solutions.