The Meaning of the Moment in Media and Entertainment

Entertainment and advertising in the 20thamp160century was based upon mass nonaddressable media and seven other bedrock frameworks In the 20 year period between 1995 and 2015 each one of these constructs was completely and permanently destroyedAlthough entertainment and advertising companies have not uniformly reached the equal sophistication level in understanding these changes all of them globally have now realized a significant portion of these changes and are rushing to grapple with them in part by hiring data scientists within their own organizationsThese data scientists while all equipped with standardly taught computer science and engineering practices and often intoxicated with the leadership opportunities thrust upon them are secretly aware that they lack subject matter expertise and that the latter will not be gained overnightThe largest entertainment and advertising organizations have made great strides in combining computer science with their own subject matter expertise in a short period of time and are proud of this progress The future success of the individual decisionmakers involved is wedded to the maintenance of the perception that they have everything under control themselvesThe burning needs of entertainment companies includeBeing able to affordably achieve fast reach and awareness for their new content launchesBeing able to gain new audiences for their existing not newly launched contentEstablishing awareness and usage of their content via streamingamp160among consumers who prefer to consume their content that wayKnowing how to identify the right targets for specific contentKnowing what subset of a program39smovie39s content to put into trailers for specific targetsKnowing early in development what refinements to make to specific content for greatest successKnowing how to price their content to new and existing outletsThe additional burning needs of networks and MVPDs include making the viewer experience as pleasurable and easy as possible so as to create enduring habits of loyaltyYour feedbackrefinement is highly valued as always We need to agree upon what is going on here so we can get on with itThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers amp160amp160

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The Meaning of the Moment in Media and Entertainment

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Bill Harvey

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