What Happened to the Big 3 Newtworks

Big 3 Force Media to Shift Toward Digital Markets

In this downward economy it has become abundantly clear that a turn for the better is far from within reach. The Big 3 automakers (Ford, Chrysler, and GM) are fighting for survival and every affiliate company that depends upon their advertising dollars are cringing with fear; the television industry is one of such industries. The automotive industry “is the single-largest ad category for network TV, comprising about 11% of total ad sales for ABC, CBS, Fox, NBC and the CW” (Littleton & Graser).
Perhaps the bad state of the economy is a well-timed catalyst for television executives who still operate under conventional business models. The future of television is changing right before our eyes.
In the first half of 2008, overall spending on auto blurbs on network TV was $1.24 billion, down 8.8% from the same period last year, according to ad biz monitor TNS Media Intelligence (Littleton & Graser).

Networks have to think creatively about other ways to generate revenue, and it seems technology may just be their meal ticket. No longer do we have to fit our schedule around our favorite TV shows. Audiences can TiVo, DVR, stream, or Download their favorite shows any time they want. The way of the future demands progressive, pragmatic, and out-of-the-box thinkers who can adapt to technological changes and capitalize on the new wave of convergent media, where audiences can also watch shows from their mobile phone or laptop.
While major studios, such as Fox, NBC Universal, and Warner Brothers have only recently hopped on the convergent media train in order to boost ad sales, smaller independent media companies such as Crawford Kreative Media Group (CKMG) have developed their interactive web business with the technology savvy viewer in mind. Be Kreative, a subdivision of CKMG, is a company that houses independent content from artist forums, including but not limited to, independent films, original television programming that have yet to air on a network, and music videos.
Be Kreative is currently in the pre-production phase of launching the premier webisode of their original program STARTUP. The show is a scripted dramedy based on the daily challenges, adventures, and fast-paced lifestyle of two savvy young entrepreneurs, Brandon (Crawford) and business partner Brian (Patrick White) as they attempt to bring their dream of a start-up dot com company into fruition.
The future success of the media industry depends on the ability of business executive’s ability to adapt to technological change, and their willingness to create interactive programming that serves the burgeoning lifestyles of digitally savvy consumers.
Brandon and Brian are a pair of risk-taking, unassumingly funny, and boldly resourceful hustlers who are on the cusp of this change, and who refuse to take no for an answer as they hustle their way towards becoming an influential part of the emerging digital revolution.
STARTUP is directed by Clifton Bell and Michael Regalbuto. For more information about Crawford Kreative Media Group, Be Kreative, and STARTUP visit www.crawfordkreative.com.

Advertisement