Are the Hollywood Dinosaurs Willing to Evolve?

Related link: http://www.nytimes.com/2002/05/23/technology/23VIDE.html

This NY Times article (registration required) shows the angst that the television broadcasters and advertisers are feeling towards DVR's (Digital Video Recorders). We've heard some heart warming comments from Turner Broadcasting's Jamie Kellner, like "There's no Santa Claus. If you don't watch the commercials, someone's going to have to pay for television and it's going to be you" and "Your contract with the network when you get the show is you're going to watch the spots. Otherwise you couldn't get the show on an ad-supported basis. Any time you skip a commercial or watch the button you're actually stealing the programming."

Between Kellner and Jack "Boston Strangler Metaphor" Valenti, you'd think that 99% of american citizens sole purpose in life is to pirate Hollywood's goods. The truth is that consumers are accepting and adapting to innovation before media providers have their ducks in a row to take advantage of the changing market. Advertisers and broadcasters will need to change their game plan for getting their products out into the public eye, and neither party are sure just how this is going to happen.

We learn so much from the past, as we've seen with the madly popular "Survivor". Win this physical challenge and get a bag of Doritos to munch on while your compatriots yearn for just one chip. Product placement was key for advertisers in the early years of television, and over the past decade more and more movies are slipping them in without distraction to the audience.

DVR's are a boon to consumers, no more channel surfing trying to find something good enough to watch, and they can choose to view their favorite programs at their convenience. Because DVR's are hooked up to either a phone or broadband connection, we'll one day see users surfing the net one minute, and watching their favorite TV show the next, no longer dependent on any broadcasters schedule.

Because the internet comes into play with DVR's, advertisers should be content as well. Imagine a day when you're watching "Friends" and you admire the dress that Jennifer Aniston is wearing. If metadata were embedded in each show, then all one would have to do is set up a system where the viewer could purchase said dress by a click of the remote without taking more than one minute away from the program.

There is an abundance of opportunity coming with the acceptance of digital media/DVR's/MP3's, all dependent on when old school Hollywood decides that in order to escape extinction, they'll need to evolve. Start your office pool now.

Do you think DVR's should be outlawed, or should advertisers/broadcasters be looking to change their ways?