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| Interactive Television and the Evolution of Media |
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| Written by Bonnie Boglioli Randall |
| Wednesday, 04 April 2007 12:16 |
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Just months ago, in November of 2006, MTV took a chance and launched two virtual platforms based on their popular TV programming ( Virtual MTV ). The platforms combine television content with 2D web and 3D virtual world technology, allowing its users to interact with other fans, design items, catch concerts and even, on occasion, the actors of their favorite television series. Certainly, advertising plays an integral role in MTV’s virtual platforms, enabling users to interact with adverts as content (i.e. logo apparel, Cingular in-world cellulars, Pepsi vending machines, etc). And, most importantly from MTV’s perspective, it allows them to promote their television media and gauge their audience in a way that traditional media does not allow. Alright, so what really is the big deal, apart from the fact that it should create huge revenue for MTV? Yadda yadda yadda, right? The big picture idea cannot be found in the statistics, no matter how many they would like to boast of. Rather, it came from Jeffrey Yapp, Executive Vice President of MTV Networks, when he said, “Media does not replace media, but it grows and evolves to adapt to new situations.” While television networks are scrambling to compete with a growing online audience, and losing advertisement revenue accordingly, MTV has decided that the best way to win the fight is to join forces with the other side. Brilliant. When television was introduced, the movie industry had to make adjustments. When cable television was first established, network TV had to adapt to the competition. And now, the future of media as we know it seems to rest on virtual reality, thus provoking change within media yet again. Television and news media learned to embrace the 2D web, creating informative websites, chatrooms and even polling for their audience. Advertising and marketing itself has gone Google, allowing companies to acutely track their audience online, unlike other forms of media advertisement. Just recently we were given word that NBC has embarked on creating their own free online video site to rival YouTube (that story found here: NBC Online Thread ). Sibley Verbeck, CEO of The Electric Sheep Company, sees a big future for media in virtual worlds. Verbeck’s company has some hefty experience when it comes to helping television media get involved in a virtual setting, assisting the likes of MTV, Major League Baseball, and others. With his signature leather cowboy hat and long hair, Verbeck stands in front of the crowd enthusiastic as anyone, preaching that 3D is far superior to 2D for a variety of activities, such as online shopping and entertainment. The problem, as Verbeck sees it, is that the mass television audience doesn’t care enough yet to be motivated to get into a virtual world. And, let’s face it, logging into a virtual world takes some practice. “They will want it to be quick… the entire process must be adjusted to reflect that they are quickly hopping into the virtual world to view one specific thing they saw or read about. They don’t want to be bombarded with virtual world stuff or messing with their avatar, but they want to be taken directly to the area advertised.” Verbeck nails it. Small wonder his company is doing so well. So, until we see easier interfaces, etc, how can a television company get their viewers easily involved in a virtual world platform? Well, the easy answer is for them to simply hire a company such as Electric Sheep or Rivers Run Red to do this thinking for them! But, Verbeck gives some nice information, emphasizing the need to, “entice the viewer into the virtual world by immediately offering them an award. It’s not just about putting up an ad.” A gentleman representing the BBC in the audience at the recent Virtual Worlds Conference stood up to make some predictions of his own. “The BBC has no illusions,” he began, “This past Christmas, there were 10% fewer kids watching television than there had been just a year before.” He showed BBC’s avid interest in virtual platforms, and suggested that many traditional media personnel can be amongst the pioneers of virtual worlds, already possessing the skills within linear media to bring to the virtual stage. It comes down to evolution: eat or be eaten. It’s not easy to take that first bite, but companies like MTV are proving that they can be successful in a virtual setting while promoting their television programming. Add this page to your favorite Social Bookmarking websites           |
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