Live from the MIXX expo in New York, which is one of the official events of Advertising Week, which in itself is a mishmosh of things that are supposed to be advertising-related, but also deal with new media and all kinds of marketing stuff.
The agenda for the expo is packed with interesting seminars and subjects, and I'm sure I'll come out of here knowing more than I did when I went in. The opening keynote was delivered by Jeff Zucker, CEO of NBC Universal Television Group. While his speech was interesting, it reminded me of something I'll need to stay aware of here: Agendas. Everyone is here with an agenda.
Zucker's speech was supposed to be about telling stories, and how to make content relevant. And did he tell a story. Zucker spent an awful lot of time presenting the case as to why Network TV remains the best place to build brands, for content and for quality.
I have no argument with the idea that a 30-second network schedule can build brands and sales for companies. I've seen it happen and executed this for clients. But, he went further.
He said that great writing, plus production values that only a multi-million dollar product budget can deliver, equals quality content. How many of you have seen a viral video, passed around via e-mail or on YouTube, that you considered great?I have. And it didn't come from a network.
Zucker made many valuable points. I'm just picking that one because it stuck out and is counter to where content and media are going today. There are places for great network shows, blockbusters, etc. But there is too much good content that isn't driven by multi million dollar budgets.
Comments