LOS ANGELES Jack Myers offered the keynote address at the National Television Summit today, outlining seven technologies altering the media landscape and recommended the building of emotional connections with consumers.
Myers, CEO of The Myers Group, publisher of The Myers Report, made his remarks at the Advertising Club of Los Angeles’ “The Continuing Evolution of Television” at the Beverly Hills Hotel this morning. Myers pointed first to digital broadband and broadcast compression technologies affecting cable, satellite, telephony and interactivity, warning his audience not to overlook its popularity. “Today’s generation would give up television before they would give up the Internet,” he said.
Myers also discussed wireless advances that extend content and social networks through devices such as cell phones and extended iPods. He noted the rise of video on demand and DVR storage devices; DVD-quality downloadable movies and similar content offered on jibjab.com; and high-definition television. He added that “social networking by instant messaging and self-identification by interests” and behavioral targeting such as on Craig’s List and Friendster were changing the media world. Lastly, he pointed to micro-research projects such as Nielsen’s Local People Meter and emotional-connection studies as influencing media today.
Among Myers’ recommendations: Create an upfront “relationship market” centered around sponsorships and promotions; incorporate next-generation targeting with customized messaging; “integrate and dominate”; build interactivity into all creative and design special creative for interactive; focus on “emotion and passion”; upgrade accountability methods; and contribute to the public good, as in cause-related tie-ins.
“The balance is shifting to building emotional connections,” Myers concluded.
Two panels followed Myers’ presentation. The first, moderated by J. Max Robins, editor-in-chief of Broadcasting & Cable, featured Steve Siskin, evp of worldwide marketing and advertising for Paramount Pictures; Andrew Donchin, director of national broadcast for Carat; Mike Shaw, president of sales and marketing for ABC; and Neil Baker, evp of Comcast network sales.
Donchin noted that “if dollars follow audience” as in the past, “the erosion of cable television watching” should mean the medium sees fewer advertising dollars in the coming season.
A panel on the business of programming, moderated by Michael Schneider, co-editor of television at Variety, gathered Stacey Lynn Koerner, evp and director of global research integration at Initiative Media; Billy Campbell, president of Discovery Networks; Jim Parattore, president of Telepictures; Doug Herzog, president of Comedy Central/Spike TV; and Peter Tortorici, president of MindShare Entertainment.
Myers Cites Import of Emotions, Relations
