Feeds

TV's iPod moment?

Watching the Defectives

Top 5 reasons to deploy VMware with Tegile

Column Last month, the British television industry belatedly joined in a ritual that has been performed by a variety of industries over the past decade. Pointing manically at the rising tide of digital technology, it shook itself awake, and demanded a little more panic.

The occasion was the annual Edinburgh International Television Festival. The figure who did most to rouse the assembled producers and executives from their slumbers was Vint Cerf, Vice President of Google and Chair of ICANN.

TV, Cerf announced, was reaching its "iPod moment", where viewers would become increasingly active in finding and downloading content, and exercise far greater discretion over how and when to view it. What hit the music industry around 2002-04 was about to hit the television industry.

There is an interesting choreography that all such wake-up calls share. They begin by building a sense of panic, often with the use of striking pieces of data.

“In Japan you can already download an hour's worth of video in 16 seconds” Cerf informed his increasingly nervous audience.

The implication is always this - that if you don’t start panicking now, then you’re going to have to start really panicking at some point in the future. So let's opt for productive panic now, rather than unproductive panic later on.

The next step is to share the surprising secret of how to deal with this unnerving situation: don’t panic. Contrary to the impression he was no doubt giving, Cerf reassured his audience that this iPod moment was an opportunity and not a threat.

The comparison to the music industry is perfect for those seeking to orchestrate this emotional conjuring trick, not least because it involves that ubiquitous zeitgeist technology, the iPod.

Lets not forget that everything from political parties to libraries to marketing companies are having to confront the 'iPod generation' or experiencing their 'iPod moment'. This is perhaps the most symbolically over-loaded technology since the Model T Ford.

But how meaningful is this analogy to the music industry and this iPod metaphor?

Remote control for virtualized desktops

Next page: TV isn't music

More from The Register

next story
Facebook pays INFINITELY MORE UK corp tax than in 2012
Thanks for the £3k, Zuck. Doh! you're IN CREDIT. Guess not
Big Content outs piracy hotbeds: São Paulo, Beijing ... TORONTO?
MPAA calls Canadians a bunch of bootlegging movie thieves
Google Glassholes are UNDATEABLE – HP exec
You need an emotional connection, says touchy-feely MD... We can do that
YARR! Pirates walk the plank: DMCA magnets sink in Google results
Spaffing copyrighted stuff over the web? No search ranking for you
Just don't blame Bono! Apple iTunes music sales PLUMMET
Cupertino revenue hit by cheapo downloads, says report
Hungary's internet tax cannot be allowed to set a precedent, says EC
More protests planned against giga-tariff for Tuesday evening
US court SHUTS DOWN 'scammers posing as Microsoft, Facebook support staff'
Netizens allegedly duped into paying for bogus tech advice
prev story

Whitepapers

Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
Getting started with customer-focused identity management
Learn why identity is a fundamental requirement to digital growth, and how without it there is no way to identify and engage customers in a meaningful way.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.
Getting ahead of the compliance curve
Learn about new services that make it easy to discover and manage certificates across the enterprise and how to get ahead of the compliance curve.