|NBC ex-Honcho: Future of TV is Product Placement and Advertiser Content|
|Wednesday, 29 July 2009 13:50|
Ben Silverman left the NBC cochair job for a new company designed to let advertisers take even more control over media. His money comes from Barry Diller of Home Shopping Network fame. Diller press release makes things very clear about the goals of the new company. They want to involve " distributors and content creators early on in the development process, enabling advertisers to be a partner in campaigns and content creation. ... The new company will aim to go further than the industry has gone before, by bringing marketing and advertising expertise in-house to help advertisers sponsor, support and be involved with the content creation process from the beginning."
Dylan Stableford had fun with the press release, adding his comments in bold. A few choice excerpts:This will be the industry's first (most recent) global platform that connects advertisers, distributors and content creators early on in the development process, enabling advertisers to be a partner (place products) in campaigns and (dictate) content creation. This new venture will take full advantage of all areas of Ben Silverman's extensive media expertise -- as an agent, producer and advertising innovator (i.e. things he did not do as co-chair at NBC) ... broad-based (vague), 360-degree, multi-creative company. The new company will aim to go further than the industry has gone before, by bringing marketing and advertising expertise (Silverman’s friends) in-house ... Media is being consumed (stolen) across an increasing number of platforms, including TV, the internet, mobile, and DVR. The next generation of media will be defined by the players who can capitalize (figure out a way to get people to pay for) on those trends." http://bit.ly/HUqOt