I finally found some time to dig back and read up on the details of the TVGIA/GMST merger. Stew has done a fabulous job, as usual, in keeping us all up to date on the financial details, but I was intrigued in reading about the different product lines of the companies, and their existing partner/client relationships in both technology, media, distribution etc.
The point Stew made a few posts ago sticks in my mind. Imagine Jack and Jill Sixpack sitting at home in 2001. They are still not riding the wave of all the technological innovation around them. They are intrigued by it, but afraid. Their television has long been their most trusted companion (no kidding - read the studies) over the newspaper, newsmagazines, internet, etc. They may do little else to reach out to the world, but they will use the television and....and, if that television can be made to reach out FOR them, and take away the anxiety and uncertainty, then they can cross their own little personal chasms to that brave new world beyond. (Unclewest says I am the king of metaphor). So how are the Sixpacks comfortable in using that 32 inch applicance in front of them. They start from print...TV Guide, a trusted friend. That magazine has been gradually changing over the months of the year 2000. It now contains the same intervews, but more of them.....(with some regional issues focused on viewer habits - but maybe that comes later). But it also contains easy to understand step by step instructions and guides on how to utilize the new era of interactive television. It works seamlessly with the software in the STB or in the VCR to provide a non-threatening but highly enjoyable surfing experience. The print edition provides traditional madison avenue advertising...but promises those advitisers a new route into interactive involvement with customers through the television. (If you like what you are reading in this ad, check us out on channel 32 --or use your EPG to find out when our infomercial will next be shown). Once the sixpacks are comfortable with the new TV, the internet leap through the set is the next step, including e-mail and, ordering that pizza to go with the game. )
Surprisingly, I see the print TV Guide as maybe a critical element in reaching out to this very large, very important demographic group and bringing them across to the wonders of the new TV age. |
