The truth is T.V. is dying if not dead and that can be seen in the dollars spent on advertising. People want stories that engage and not the hammer over the head hard sell.
I was recently listening to Gary Vaynerchuk speak to a group at Cannes and he flat out said that TV is dead. TV in the sense that TV advertising is dead and that it only exists for the reason that people are putting money into it. His insights lead to the deeper issue that was really introduced when you were able to record your shows on VHS and then Tivo. The writing was on the wall. People just don’t watch commercials on Television anymore.
TV may be dead but storytelling isn’t and one thing that we are passionate about at Stage Ham is storytelling. Our focus is making sure we are telling those stories in a way that connect with an audience. The traditional 15 or 30-second spot isn’t the best way to go anymore. If what we are seeking is engagement then it often takes a campaign, building context, and most importantly, relationship. There is a lot we can learn about how the internet has changed the way we consume media, yet at the same time, we don’t want to disregard all we have learned from the decades of traditional media (this term will soon be outdated when streaming content becomes the traditional method), storytelling.
Check out what Gary has to say, he runs one of the larger media agencies in the world, so he kind of knows what he is talking about.
