Fox vs. Cable Networks --> changes in media buying trends?

[Update: Fox, Bright House and Time Warner reached an agreement. Fox stays on the cable channels. This wasn't the case between a recent negotiation between Scripps Network and a large cable provider. They ended their relationship. Now, what does this mean for media buying trends and media consumer costs?]

What happens when a top network like Fox is not carried by a major cable carrier in a larg(ish) market? Doesn't really affect Fox or the cable companies much. It does impact cable subscribers' access to popular programming (House, Bones, The Simpsons, American Idle, sports). Most importantly, it signals a new potential trend in how media is purchased, possibly moving to an "a la carte" system for cable subscribers or worse: cable comapnies will only broadcast inexpensive programming.

Midnight, January 1, 2009, Bright House and Time Warner Cable subscribers were waiting for Fox stations to go dark on their televisions. The cable companies are under negotiations with Fox regarding the new contract for several Fox station broadcasts. In my neighborhood, that includes WTVT13, FX and several sports stations. Of greatest concern in my neighborhood was the possibility of not being able to watch the Florida Gators in the Sugar Bowl this evening. Well, no worries, Fox did not go dark, yet. The game aired, and the network and cable companies are still negotiating.

So, what is all of this negotiating about? Fox is demanding $1/month per cable subscriber to provide its programming. Bright House and Time Warner say this is too much. Veiwers are mixed in their responses. Many say, "good bye, Fox" accusing the network of being greedy, right-winged, etc. Others are shocked that they may lose programming to their favorite shows and sports. Some are saying, "hey, just add the dollar to my already inflated cable bill. I won't notice."

To that last sentiment, I ask, what if we just added $1 onto your cable bill for every network your cable company choses to carry? This includes all of the networks that you never watch.

Okay, so what if we just pay that dollar for the cable networks we do want to watch? This is the "a la carte" programming mentioned previously. Well, I guess that would be capitalism at its limiting finest.

What do I mean by that? Networks are expensive to run. Networks such as Discovery and Scripps do not draw the numbers of viewers that Fox does. So, fewer people will pay that extra dollar for this programming, programming that already has very limited income from commercials compared to Fox. That means that these networks probably won't be offered by smaller cable companies and quite likely the networks couldn't afford to continue. That means no more Discovery Science, Food Network, HGTV, etc.

St. Petersburg Times columnist Eric Deggens reported today on his blog, "In another cable fee fight gone bad, Scripps Networks has decided to pull its popular cable channels The Food Network and HGTV from the Cablevision system after its contract expired at the start of the New Year. The removal, affecting more than 3-million subscribers in New York, New Jersey and Connecticut, was sparked by Scripps' efforts to increase its retransmission fees for the channels.

'We wish Scripps well and have no expectation of carrying their programming again, given the dramatic changes in their approach to working with distributors to reach television viewers,' read a statement issued last night by Cablevision."

In the end, this isn't a critical problem regardless of how it plays out with any network in any market. Networks and cable companies will still exist, though they may reduce. Viewers will still have plenty of stations to click through on their remotes. Choices may be more limited. Media consumers may watch more programming on the web. Cable prices will continue to rise... on this you can rely. What will the future of cable programming look like?

Daphne's List of Seven--Social Media Communications Etiquette, Volume 1, Issue 3, December 3, 2009

Daphne's List of Seven
Volume 1, Issue 3, December 3, 2009

Social Media Communications Etiquette:

1. Do not spam:

a) If you said it once, take your time before saying it again, and please at least reframe it so that you’re speaking differently, perhaps to a different audience.
b) Even if your information is marvelously different and compelling, please don’t keep posting it within a short period of time. Give your audience time to read your content, absorb it and think about it before you provide your next eight great bits of wisdom.

2. Do not have an agenda to arbitrarily build your friends or followers on social networks. Specifically, please do not send friend requests to individuals you do not know and whom you have not had a meaningful interaction on the web or in person.

3. Communicate:

a) Build a two-way dialogue on-line with as many of your on-line friends and followers as possible. This is about networking and communicating. Ask questions, respond to other’s questions and ideas, and please take the time to personally respond to direct messages and postings directed specifically to you as your time allows.
b) As you mind-cast or post compelling content, think of ways to engage your followers with this content. What are some ways to entice them to interact with you and your content?

4. Be friendly and polite:

a) Even if your postings are all about business, it’s okay to reach out to people and comment on things related to life and society. Think of this as hot sauce, and use it to personal taste. Some people like it hot and others just want a little flavor. I’m just recommend that you avoid bland. People want to see that there’s a person behind the great content.
b) Sometimes, some people can be rude. Please don’t be one of them. Being polite is a direct reflection on your character and the image of your business (if you’re representing one). Respond with please and thank you (or Plse & Thx), respond to people who are communicating with you, give credit to other people for their great ideas and repost their great ideas.

5. Keep your cool:

a) Don’t let someone on-line get under your skin, and if this is unavoidable, please do not let it show on-line. Step away and respond with a cool head.
b) Please avoid personal attacks. Honestly, this just reflects poorly on your image.

6. Think of ways to increase transparency:

a) Transparency is more than a buzz word, it’s a way for people to get to know you and your company (if you represent one) and increase trust.
b) Ways to do this include, admitting if you make a mistake and posting a correction, posting links to reports on measurable objectives and outcomes (if you have them), inviting followers and friends to ask questions about products and services and your business in general, etc.

7. Have fun and get excited!:

a) If you have fun and get excited, it shows, and it’s contagious.
b) You will attract more people to you with your positivity, excitement and fun-loving nature.
c) Most importantly, it’s fun to have fun!

Daphne's List of Seven--Values-Centered Branding, Volume 1: Issue 2, December 1, 2009

Volume 1: Issue 2, December 1, 2009

Daphne's List of Seven--VALUES-CENTERED BRANDING STRATEGY For Visionary professionals

DEFINITION: Values-Centered Branding is when your brand directly and clearly reflects the values of your public. Your brand goes beyond marketing products & services--you are marketing the values of your customers--your public--by amping up the image of these values and reflecting them back to your public. Your brand is about representing and mirroring values that your public holds dear.

E.G. Nike doesn't market shoes. The company markets values. Oh, and by the way, you can buy a really expensive pair of athletic shoes that show the world that you are all about those same values: "Just do it," "Pledge your heart to the game," all about endurance, character, commitment, perserverence, etc. McDonalds doesn't market hamburgers. Coca-Cola doesn't market soda. The list goes on... These companies market experiences, emotions and VALUES.

Daphne's List of Seven--VALUES-CENTERD BRNADING STRATEGY

1. Define yourself: Who are you? What values do you and your brand represent?

(hint: they should be the same)

2. Who is your public--your customers/clients? What do they value? If you're not sure, ask them. I promise, they will tell you.

3. Values match: Do your values match thiers? If not, work on this so that they do match.

(hint: sometimes a very progressive visionary comapny is in a position to attempt to amplify the existing values of its public, usually by increasing the visioning capacity of its public. Imagine a more compassionate, resourceful, sustainable and collaborative culture. Imagine homes, food and clothing for all. Imagine art and creativity is as valued in education as math and reading. Imagine teachers are paid their worth.)

4. Create the image: Imagine the future is already here--what does this picture look like? If the values your business represents become a large part of the culture, what will change? Define the image of that change.

(hint: This is not your logo. This is an image that can speak louder than words--can be a video, a photograph or something more creative. It is at least visual or at most multi-sensory)

5. Tie this into your communications strategies: key messages, elevator speeches, ad campaigns, media relations, blog and Twitter posts, etc.

6. Get feedback: Ask your public if they feel your brand is representing the targeted values well? Ask if these values are representative of the public's values?

(hint: your overall business operations and practices must also mirror the values you promote. Your communications strategy must be woven into your business culture. In otherwords, you can't claim to be a chamion for valuing diverse voices and devalue the voices of some staff members. Hypocracy will be revealed sooner or later.)

7. Communicate: Respond to the individuals who took their time to give you feedback. Thank them for participating in surveys or answering questionairs, etc. Most importantly, let them know you're listening by taking action based on their responses. Be authentic, responsive, transparent and accountable. Think of creative ways to make sure this happens.

Daphne's List of Seven, Issue 1: December 1, 2009

Volume 1: December 1, 2009

Daphne’s List of Seven


Top Seven Steps Towards a Comprehensive External Communications Strategy: For Visionary Professionals

1. Determine one over-arching key message that defines everything you/your business does and stands for. Keep it genuine and values-centered. This message is a part of your branding and should not change unless determined that it is absolutely necessary.

2. From this, determine two – three key messages that target a specific audience, product/service you offer or initiative that you/your business is championing. This should directly branch off from the over-arching key message mentioned above and reflect the same values. These messages can change as products/services or initiatives change, launch or are emphasized, etc.

3. Media watch—pick three key topics that directly pertain to your business for you and your representatives to watch in media. This includes traditional media such as TV, newspapers, etc. and new media such as blogs and social networks.

4. Divide this media “chatter” by how your company will respond to this media content:

a) Using data from newly released reports/studies to craft your own position and statement using this data;
b) Supporting an initiative, idea, activity, etc. and including a fresh perspective or compelling story directly related to your business;
c) Denouncing an initiative, idea, activity, etc., including a fresh perspective or compelling story directly related to your business

5. Decide on the best avenue for addressing this media you’ve identified:

a) Press releases to staff writers, TV or radio
b) Query a feature story from a columnist, TV station
c) Draft a letter to the editor
d) Draft an article for a community publication
e) Submit an OpEd article as a guest columnist
f) Request TV interview
g) Request radio interview
h) New media: Blogs, Facebook, Twitter, etc.

6. Offensive media tactic—at least once per month, take an offensive stance on media relations. Utilizing the strategies d in number 5, pick unique angles on a story your business is passionate about, and work to get coverage in each of these media sectors.

7. Be the news—develop citizen journalism strategies to continue to get your messages out there. Think new media implementation. Write blogs and respond to blogs. Post on Twitter and Facebook. Use pictures. Develop a Vlog on YouTube. If your story will draw a broad audience, consider utilizing OhMyNews.com or other citizen journalism sites.

Nonprofits & the arts have something very special in common--Or, what is values-centered branding

Nonprofits and the arts have a need to market products, services and messages just like any other business. They need followers, champions, spokespersons, supporters and customers for them to remain relevant, successful and sustainable. Yet, nonprofits and the arts have something very unique in common when it comes to their communications strategy development. Something that sets them apart from any other type of business.

Nonprofits and artists represent the human spirit directly. They organically speak to man's need and unique ability to imagine and create. A nonprofit imagines a world that is better and works to create that world through education, service, empowerment, advocacy and faith. Artists look at the world or imagine new worlds and create music, art, poetry, theatre, dance and other forms of expression to communicate these new worlds or new perspectives on the world with their audiences.

The result is something very intimate and profound. This intimacy and profundity is the basis for communications strategies as it pertains to nonprofits and the arts.

Identify the intimate and profound values of your creations, your dreams--what your imagination and vision tells you the world is or should be or could be or just "Wow, that's so strange, I just can't stop looking!"

This is your value-centered branding. This will be the foundation for your communications strategies that will speak directly to the values of your audience.

Examples of values-centered branding: hope, passion, health, liberty, commitment, pain, joy, success, community, anarchy, freedom, humor, control and never forget "cool."

Note that not all values have to be positive. Some might seem rather benign, and you can still find an eager audience focusing on the darker side of nature. The point is, this isn't about judgement; it's about finding an authentic voice for your values-centered branding.

Games can be serious business for ALL serious businesses

Use games right, and you will create a viral wave of your brand that will prove to your public you are strong, creative, valuable and clever.

Games can be a truly interactive communication medium that can add significant value to your brand when woven into a comprehensive communications strategy.

By now businesses are getting the picture that to stay relevant in the public, be valuable and strengthen branding for business development and sustainability, it's necessary to look at that scary abyss of communications strategies fearlessly.

But why games?

Like all things--not just any games. They have to be good games. They have to speak to your particular brand. They have to be easily transferred via email or social nets. They have to entertain and engage. They have to promote your brand in a clear but inviting, energizing, motivational way. (Remember to market values).

Depending on your budget, you can do this at low-cost or high cost with custom-designed games that immerse players into your branding universe.

If the game is "cool" enough, players will pass on links, imbed in their sites, etc. Now players are doing your advertising for you.

Think GAMES.

Below is information about a blog that explains this more in-depth. Please click on the link below and find much more information. The part about ad-supported gaming is towards the middle of their blog (as of right now). Great stuff! Thanks Digital Worlds!


Digital Worlds – Interactive Media and Game Design
A blogged course production experiment…
http://digitalworlds.wordpress.com/

From Blog Post AD SUPPORTED GAMING posted 10/27/08
Here is a description of using a game AS an advertisement
"Advergames are games that are heavily branded and as such essentially “are” the advert. Advergames typically present a game world that reflects the advertiser’s branding, or at least the message the advertiser wants to communicate, and in so doing potentially engages the interest of the player for many valuable minutes in what advergame developer Skyworks calls 'branded interactive entertainment'”.


From Blog Post MAKING CASUAL GAMES PAY posted 10/28/08
A grrrreat! description of embedding ads in casual games
"Casual games are seen to be similar to television sitcoms in that '…in exchange for the ability to play and be entertained for a short period of time, people are willing to watch ads' (these ads correspond to the interstitial or pre-roll ads that were described in Ad-Supported Gaming). However, it is also possible “to integrate dynamic in-game advertising platforms into the game. [That is, in-game advertising.] With the constant connection, the adverts can be altered based upon a player’s moves, or even their geographic location, providing targeted and more effective advertising. … It wouldn’t be surprising if in-game ads soon become integral to the content of a game, offering clues, extra levels or other hidden rewards for the player who clicks through.” In-game advertising, even in casual games, offers the potential for interaction. By engaging the player emotionally in the game, they may well be forced to pay more attention to the promotional message or advertised goods (for example, if you have to go in search of the missing Nuvo Cola can…!)"

Money is information

Money is information. It is agreed upon values, which fluctuates based on the information surrounding your worth. If information says you are more valuable today than yesterday, the strength of your currency rises.

How this applies to buisness--your currency in tis case is your brand.

If the public agrees that the information surrounding your brand says that your brand is more valuable today than yesterday, it is more valuable today than yesterday.

Learning to manage the information surrounding your brand is vital to business development and sustainability.

What is the information surrounding your brand today? What information would make your brand stronger/more valuable to your publics? What are a few actions you could implement to get that information out into your publics' hands and encourage them to pass the information along--making the impact of that information strnger still?

Are you following here--this is all about strategic communication management. Identify your audience. Learn what they value. Be responsive to those values. Interact, learn and grow based on the needs of your audience.

If you are a business, your business is to serve. The strength of your brand depends on your ability to demonstrate that service.

To find out more, contact me at dts.streetmedia@gmail.com
Visit my website: http://sites.google.com/site/dtsstreetmedia/