[Warning: Bad Words, but hey, we’re talking to artists, aren’t we?]
Most graduation speeches are optimistic, painfully so, because graduation is terrifying. You are moving into another stage of your life. The next, precarious stage. That one that doesn’t end until you have kids. And a house. And life insurance. And cable. The order is up to you. I’d go with cable though. You’re going to need a distraction.
At an industry panel at Carnegie Mellon, just before we graduated, someone asked why shows like The Beverly Hillbillies, American Idol, and Two and a Half Men remain on the air while more adventurous and artistic fare (anthologies, Pushing Daisies, Better Off Ted, etc.) gets slowly shunted to the side and eventually canceled. The magic answer, folks, is advertising money, or rather, how those advertisers choose the shows they back: the Nielsen Ratings.
How It Works
You’ve probably heard the term “Nielsen Ratings” flung around at some point. It’s how networks claim the “#1 Drama on Television” “#1 Comedy Block on the Air,” etc. The Nielsen households are a set of about 25,000 homes throughout the nation that have “Set Meters” attached to their televisions. These Set Meters record what is watched by the household and send that data through the phonelines to the Nielsen company, an advertising consulting firm.
Not everyone has Set Meters. You would know if you did. When the Nielsen Company calls, the first thing they’ll ask is if you have a family member in the entertainment industry. They don’t want your family ties contaminating their data. Yet, even if you don’t have an uncle who’s a grip for Jerry Springer, think about how being a Nielsen household might affect your viewing habits. Compare how you watch television with your parents vs. how you watch when you’re alone. (They know you watch 90210 guys. Really they do.) Though there are lots of measures in place to try to keep Nielsen households from undue pressure, you behave differently when you know someone cares about what you watch. From an ion article about the Nielsens:
We weren’t to tell people or accept gifts or otherwise be persuaded to watch a certain show… We did make sure to watch Buffy and Angel in syndicated repeats, and made a special effort to watch the first season of the Venture Bros, which did need just another household or two to put it over the top. And it worked.
I love Hulu. LOVE Hulu. I love the interactive ads and the recommendations. I even tolerate the freezes and the delays after broadcast. Which is why I facepalm in response to the current piracy laws in the United States and the way that they are enforced. The most public and political pirate sites like Ninjavideo were shut down just over a year ago now, and the entertainment industry still hasn’t learned its lesson: you have to win the PR war before you can beat the pirates.
You Think You’re John Wayne, But You Look Like Prince John
Do you remember those high stakes ads that used to run at the front of feature films that compared downloading films to stealing a car?
It’s understandable that companies are frustrated. The MarkMonitor report has pointed out that the top three pirate websites (rapidshare, megavideo,and megaupload) get more than 21 million views per year, and that is only the tip of the iceberg. As one of the founders of Ninjavideo, Phara said in the circulated Ninjavideo Manifesto, every pirate will be replaced by another. For the younger generations, pirating is a way of life, talked about with the casual tenor that older people reserve for jaywalking. This is the generation that grew up with the hyperbolic ad above. They will not be guilted and they see through scare tactics like lawsuits against individual users. So the next choice was to change the way young people thought about intellectual property.
You can’t share something that’s not yours. But how do you explain to a teenager that they don’t own that Justin Bieber CD that they bought? Or rather that they own the physical disc, but not the data on it? Or they do own the data on it, and can load it into their iTunes, move it from that CD to iPhone, iPad, iPod, iwhatever format you want just not a file sharing website pleasegodplease? Continue reading →