“A huge portion of our lives (as marketers, as consumers, as voters, as citizens) has been dominated by the fact that there were three or twenty TV networks. That this was a scarce resource. It’s not. Not any more. So, if there’s unlimited real estate, what are we going to build?” – Seth Godin
During my years doing affiliate relations for our news networks, most (all?) of our programming decisions were based on what we thought we could convince radio stations to “clear.” Coming up with an idea that 30 or 40 radio stations (out of 60) might agree was worth putting on the air was daunting. Mr. Godin’s post brought this to mind:
“Why not start the Debate Channel? 20 hours a week of live debate available online. Get a cable network to run three or four hours of highlights every week as an inducement to the candidates, but it will really be about the Net. If a candidate doesn’t show up, the others get more time to talk.”
We still have to program for our affiliates but we are no longer limited by that. So, what are we going to build?