One thing we know about the new media is that we don't buy the Whole Album any more.
Our old normal was that we had to buy the whole album. We also had to go down to the store to get it.
Now if I want a Beatles song, I download it when I want. I buy song by song, on my time.
So what! You know all of this - this is not new! No it isn't but isn't this a pattern that will apply to everything.
As NPR is finding out by its research - content remains vitally important but what makes it valuable to day is how we get it.
This pattern of the connection being as important as the content will soon apply to all radio and to all TV.
Currently KETC, my great client, offer as wide a choice as possible conventionally - they have 4 channels and they have something for most of us most of the time as a result. This is surely a "good thing" and a lot better than most.
But then I don't have a TV and more and more and more people don't either. Like my music I want good content but it is how I get it that is the point. I look for an easy and legal connection. I don't mind paying for good content either.
This is how I get my TV content the same way I get my Music. For instance, last night after Tony Curtis' death I rented Some Like it Hot too.
This is where I watch it too - much better than my TV
Now I am not everyone. I am not even part of a large group yet. But as new web streaming devices get better, then most of us will get our TV and Radio content the same way that most of us now get our music.
How long does TV and Radio have before Wifi and the Web are pervasive?
The new NPR research is clear to me. If you create a beach head with the webby folks now - you will be ready. NPR not only grew their audience by expanded into the 35 year old cohort who loved the content but did not listen to appointment radio.
Public TV has an audience that is in their 60's! But they do have a ton of great content. Time surely to make it very easy for me to get it when I want to. Maybe a Netflix kind of deal - so much a month gets me so much content?
But where does this leave the local station? That is what KETC and other stations that accept that this is coming are working on right now.
This is not easy. Frankly we know the direction to take but the unknowns are in the why, the what and the how. I help them think about this - but I am not that smart so we have asked for some help.
Next week 3 wise men offer their advice. You know them. I am stunned by their insight. I know you will be too. Stay tuned!
