Julia Allison is psychic.
US Media This is Your Future
“The UK will become the first major economy to see advertisers spend more on the internet than on TV ads, according to the latest forecast from a leading media buying agency.”
I’ve been predicting for a while now that television and the internet will eventually merge into one creative, dynamic, on-demand vat of programming. You can see it already happening with shows like Gossip Girl, which have DVD-like “special features,” such as shorts describing each of the characters’ wardrobe choices, available only on the web.
Another remarkable phenomenom, which I predict will be ubiquitous before long, is the method Gossip Girl has used to finance the show. They don’t rely solely on ads – instead, they have a sponsorship deal with Victoria’s Secret, which makes a lot of sense, given their audience. Of course there’s product placement; the last show had a storyline in which Blair’s mom gets hired to design a line of lingerie for VS, and later in the show, there’s a scene with VS models in the pink santa suits walking around her holiday party. It’s not as egregious as Donald’s infamous Dove episode on the Apprentice, because, unless you remember that VS sponsors Gossip Girl, you wouldn’t necessarily think anything of it. But if you go on the website you’ll see that they have videos which specifically link to VS. *THIS* is the future. Not just product placement – but product placement where you can pause the show, click on a link and buy the item.
There are already websites out there that specialize in tracking down the brands that various characters on your favorite tv shows wear, and providing you oh-so-helpfully with links.
With TV and internet entertainment programming being integrated, I see this happening with nearly everything shown in a given episode – from the necklace to the shoes to the couch to the vacations.
By 2012, “tv” and “internet” will have completely merged into one giant amalgamation of programming. Print media companies will continue to vertically integrate in the vein of Elle’s Project Runway or Men’s Health abs diet workout dvds or the Onion’s ONN (Onion News Network – which is BRILLIANT).
This is similar to the transition from radio to television – during the early years, producers tried to mimic radio, but with a picture! Didn’t work so well, but they adapted quickly, and that’s exactly what’s happening here. New medium, new methodology. The media conglomerates who succeed are those who get that they can’t just paste their magazine or newspaper or tv show onto a website and expect it to work. They have to substantially alter it to fit the environment.
OK, linking to this post was totally random (but totally calculated for some job she’s desperate for), and is itn’t even a prediction really, because TV/internet integration has been happening for years, so I’ll throw her a chorizo and pat her on her greasy, pelted head and congratulate her on being such a smart TV industry expert, especially one who disparages having a cable and watching shows on an actual television.
Oh, let’s see. What else happened? Julia is wanting a new Nikon camera even though she just got a free one from Canon. Oh, and she went to the Webby’s, which is apparently an awards show, but you wouldn’t be able to tell from her pictures of the event, which were of just her posing on the red carpet in that Betsey Johnson monstrosity.
God, she is boring and insufferable. When is Britt’s wedding again, so she can be psychotic and insufferable?