The Hubris of Traditional Media

There is a lot to be said for wisdom and expertise. In most cases it requires many years to gain the knowledge that formulates the sage advise that lends credibility to one's name.



On the other hand those years of experience can sometimes become an anchor or maybe even one's security blanket. This is especially evident in areas that are experiencing rapid change and paradigm shifts. Take the traditional media industry for example.


It was 2002 when I met with the program director for one of the country's largest radio stations. Between the family of AM and FM stations under his direct control, they enjoyed the largest listening audience anywhere outside of Greater Toronto. I proposed a web portal that would become an online repository for local news, sports and entertainment. It would be produced by the existing reporting staff and augmented with what we now refer to a user generated content (UGC). While the main news station could only dedicate a few minutes to a breaking story, the web portal could go in depth. Local sports that would rarely if ever crack the newscast, could be featured and so could streaming broadcasts of the games. I proposed that by moving first before any other media group, this station could become the largest aggregator of geo-relevant media anywhere in the country. The PD I met with was known nationally as an innovator, a died in the wool radio man. He thanked me for my proposal, said it sounded interested but never acted upon it.

I had often wondered why, until recently when I began to read articles written by the same, so called expert class of media types. These articles took shots at the new media folks. We were labeled blue sky dreamers and rainbow chasers. They, the one's who had built radio, TV, movie studios etc. would determine how and when the market would adapt. Who was I to say that these successful business people were out of touch? Why would someone who had made millions of dollars in traditional media listen to someone from outside their power circles?

Then I understood: These words were defensive. They came off with such confidence and eloquence but they were rife with hubris and fear at the same time. The reason no one was willing to make any changes was because they did not want to be the one to bring it up in a management meeting. It was easier to maintain status quo and hope like hell they could retire before the floor caved in underneath them. Break from the flock? Never! It was too risky and this was not a risk business.

Instead of trying new ideas and looking to embrace change, instead of risking a mistake, these executives commissioned studies to prove they were right. We have all read them, the reports that leave you with the feeling that maybe you are the one who is crazy. After all, traditional broadcast media had a century to perfect itself. Then after a minute or two of reflection, you realize, "no these guys really are out to lunch."

Big traditional media has taken to building a walled garden, rather than taking the necessary risk required to become a leader. Like the program director I met with, it was too risky to introduce something that revolutionary at the time. Yet, there is another even bigger reason to hold on to the traditional model. It is the vehicle of control. Media and advertisers control you; but only when you let them.

As the giant media companies watch Pay TV subscriptions shrink for the first time ever, they publicly blame the housing slump and economic slow down. Meanwhile, we watch smartphone sales surge. Are we getting the whole story here?

The arrogance that once lead media moguls to reach heights of power unimaginable to average Joe, will now prove to be their undoing. Now average Joe can have his day. Today, we can become our own broadcast media companies. If you stop for a second and think about that, how big do we really need to be, to be successful? We don't need to invest millions of dollars in TV pilots. We don't need to have three million viewers to be taken seriously. We have the ability to create and broadcast media that matters to us. Our content matters the most, not the latest reality show. In the media content we control, we can tell the truth, not censor opinions because it may offend a sponsor. This is the new power circle and we are more powerful than traditional media wants us to know.

Next time you turn on the radio or television ask yourself, "am I doing this out of habit? Is there another way I might get content to listen to or view?" You will surprise yourself. What is appointment TV? If you can record it and watch it an hour later, the next day, the next week, then why does it matter what time it airs? You will again surprise yourself and in some cases not even bother to watch the recording. By cutting the cord from traditional media, time that you would otherwise spend viewing the latest hit TV show is now yours again. What might you do with it? Why not spend it uncovering little know facts about the companies that just spent millions to advertise to all those people still plugged in? You will be surprised and now maybe a little pissed off.

When your outrage regarding all the lies that have been perpetrated on you via traditional media become significant enough, remember the earlier statement. You can become your own media company. You can become a truth teller. Now how many people do you need to share that message with to be successful? Just one. As long as they share it with one more person as well.

This is why Traditional Media is out of touch, scared and barking like a vicious dog, they cannot change their model. It will cost them the power and capital they have become addicted to.

Interestingly, if we cease upon our unique positions, it is one of the greatest periods ever for mankind. The barriers to entry have never been lower. The technology has never been more available or cheaper. Information, truthful information has never been more abundant if you look for it.

As the mighty empire of traditional media falls, those who are really paying attention will benefit tremendously from the spoils. It's all up to you.