I watch TV – a lot. I watch it daily at work, and inspect every minute frame, color, movement, size, codec and more. I dive into just how to effect it all to create the right emotion and feel of the message being presented. Then I go home and guess what, I watch more. You would think I would be sick of it.
But I watch for 2 unique reasons at home. – 1 – the escape – I love to block out every thing on my mind and immerse myself into the story and emotion and get completely taken away. I will completely zone out…My family chatting all about me asking me questions, and then as I get brought back into reality I look at them blank faced – What?
The second reason is to explore new techniques and styles – I love seeing new trends in media, pacing, flash frames, kaleidoscopes, graphics from 3-D gloss to flat and 2-D linear movement, this lens flare, that flash, this font, that drop shadow. Then I love to take those techniques back into my studio and recreate them. I have been known to whip out my phone and video a commercial I like (If I can’t find it posted) then send it to myself so I can study the style, pacing and music, frame by frame.
But one area that always catches me off guard and I find humorously ironic is when I see new media tools going old school. It says to me the post office will never die away, despite the decline in sent mail. But mostly it says broadcast will never disappear – evolve, yes, but never die. I had one of these said humorous moments last night when I watched a “new media tool” run a broadcast advertisement.
[embedyt] http://www.youtube.com/watch?v=x6sSa5NpqUI[/embedyt]
Hmm…Why does a tool whose sole use is on the internet need broadcast to get exposure and increase market share? Is this a commentary on their board of directors? Or perhaps they want to expand into a market they don’t have yet?
This past Super Bowl was a prime example – the number of companies who didn’t actually air a spot – they only held “pre-press tours” and launched their spot in advance and used hype to get the message out there via the web. Question – is airing a spot only on web mean you are no longer employing broadcast methods? I hypothesize, not. Delivery is no longer limited to the typical broadcast stations – media buys now include social media and “internet stations” if there is such a thing, YouTube, Hulu, Spotify and more.
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