BURBANK, Calif.—Hollywood wonders if new media is going to drink its milkshake. Eat its lunch. Render it as obsolete as vaudeville.
In an active, but circular, question and discussion session involving many of the industry’s key leaders, the 2011 State of the Industry Newsmaker Luncheon was held at The Beverly Hilton this week. The session was put on by the Hollywood Radio and Television Society.
Panelists included Jeff Bader, EVP, ABC Entertainment Group; Kevn Beggs, president, Lionsgate Television Group; Doug Herzog, president, MTV Networks Entertainment Group; Michael Kassan, CEO, MediaLink; Jordan Levin, CEO, Generate; and Sean Perry, partner, WME Entertainment.
Despite varied questions from moderator Lacey Rose, of The Hollywood Reporter, much of the discussion was centered on a sense of sailing in uncharted and dangerous waters. This was described as the “2008–2009 chaos” by Michael Kassan. Everyone seemed to be looking for an accurate pulse as to what is happening in the homes and minds of their audience base.
Sean Perry expressed it succinctly. Hollywood is trying to understand what “social changes are taking place in the daily regime when the kids come home from school, what do they do? Stop and watch TV? Turn on the computer and use the Internet? Use other media for entertainment and in what formats … [and for] how long?”
The industry is considering possible new technologies with different formats that are coming of age in the current economic malaise. Which will become the “winners in the next three to five years?” asked Perry.
In an active, but circular, question and discussion session involving many of the industry’s key leaders, the 2011 State of the Industry Newsmaker Luncheon was held at The Beverly Hilton this week. The session was put on by the Hollywood Radio and Television Society.
Panelists included Jeff Bader, EVP, ABC Entertainment Group; Kevn Beggs, president, Lionsgate Television Group; Doug Herzog, president, MTV Networks Entertainment Group; Michael Kassan, CEO, MediaLink; Jordan Levin, CEO, Generate; and Sean Perry, partner, WME Entertainment.
Despite varied questions from moderator Lacey Rose, of The Hollywood Reporter, much of the discussion was centered on a sense of sailing in uncharted and dangerous waters. This was described as the “2008–2009 chaos” by Michael Kassan. Everyone seemed to be looking for an accurate pulse as to what is happening in the homes and minds of their audience base.
Sean Perry expressed it succinctly. Hollywood is trying to understand what “social changes are taking place in the daily regime when the kids come home from school, what do they do? Stop and watch TV? Turn on the computer and use the Internet? Use other media for entertainment and in what formats … [and for] how long?”
The industry is considering possible new technologies with different formats that are coming of age in the current economic malaise. Which will become the “winners in the next three to five years?” asked Perry.
How does the industry maintain a profitable presence? Jordan Levin, former CEO of The WB Network, said, “The problem is universal. What’s the price per minute, do we discount, [and what about] subscriber networks, traditional programming?” Every possible mix of variables is clearly on the table for the industry.
Perry and others also had concerns about factors surrounding their advertisers’ target markets and changing entertainment expectations. Branding, including the challenge of adapting and maintaining a dynamic branding image that will successfully compete in the market into the future, is critical for success.
Adjusting to changes does not happen overnight. Adapting to new viewing technologies, viewing tastes, pricing, and so on, takes time. Producing entertainment suiting a dynamic market is “costly and risky.” From conception to financing and production of new shows, movies, and then adaptation to new viewing technologies and formats will all be tested in the next five years.
Perry and others also had concerns about factors surrounding their advertisers’ target markets and changing entertainment expectations. Branding, including the challenge of adapting and maintaining a dynamic branding image that will successfully compete in the market into the future, is critical for success.
Adjusting to changes does not happen overnight. Adapting to new viewing technologies, viewing tastes, pricing, and so on, takes time. Producing entertainment suiting a dynamic market is “costly and risky.” From conception to financing and production of new shows, movies, and then adaptation to new viewing technologies and formats will all be tested in the next five years.
Look Before You Jump
The economy is a major factor in this matrix of variables. It is clear that the 2008–2009 jolt to the industry remains fresh on the minds of everyone involved. The group appeared to be in an uncomfortable sit-and-wait mode, looking for solid research and compelling trends before the industry will move forward more aggressively.
Leaving, an attendee muttered, “This is the same thing we heard the prior two years!”
