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Wednesday, July 16, 2014

Media Choices as Consumers


The disappearing audience.

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elevision is already fighting to keep teenagers and young adults, has always fought for male eyes and has been accused of being conservative to those of different lifestyles.

Motion Pictures, in an age of formula, big budgets and lot of hype appear to be doing the same.

Both now rate their success in 18 to 49 or even 18 to 30 rather than total audience and total viewers (meaning if you are older you need not apply).

And both, if the summer movie trend continues into the fall, are facing their own economic downfall if they do not change fast.

Try lowering costs, including the cost of cable and dish delivered media, the cost of high speed Internet service and of course movie tickets. Maybe then audiences will consider returning.

Look at yourself as a service consumers choose to buy rather than a utility people will just flock to.

Make your programming diverse, not just in race or gender or language, but also in intellectual appeal, subject matter and information content.

Stop looking of the largest profit, the largest box office dollars, the first weekend, most bodies in seats (at the theater or in front of the tube) and start thinking of cumulative loyalty and thus profits cross platform and cross productions.

If a film or show appeals to small numbers, are they quality numbers? Are they a group that is otherwise under-served? Then continue to treat them with respect,  because they will keep coming back for more and you will have a revenue base to build on.

Stop cancelling shows that educated adults, young children, older individuals, or specific groups love and gravitate to and find a way to build upon that loyalty and interest.

Stop pulling from the box office films that do not make huge bangs the opening weekend and filling every screen with films that are suppose to have mass (thus least common denominator or average consumer and not broad based) appeal then saying they fail because theaters are half full (too many screens?).

Start respecting your audiences.

Or be honest about your niche and target it.

And one more thing. Clean up theaters, lower prices, offer amenities (restaurants, bars, child care, valet parking, comfortable seats, best sound and video/film systems, cell phone blockers, employees who are trained to make the experience a good one instead of chewing gum and letting their friends in free), and keep films out there more than one or two weeks (word of mouth and taking into account busy modern schedules  can build loyalty, audience and profits).

Okay that was more than one…but there is so much more when it comes to complaints about how media ranks itself, serves its audience and decides what works and what does not…

More to come…

Art Lynch
Lynch Coaching
artlynch@lynchcoaching.com

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