Posted on March 29, 2007
Disney's Bob Iger sums up the digital landscape, but there's more to it
BY JAMES CLARK
In a two part series released by NPR radio show and podcast, Marketplace, Disney CEO Bob Iger shares his understanding of the current and future digital arena.
"Disney acknowledges the consumer power in the marketplace today. Where that puts us in terms of the rest of the world or the industry I'm less concerned. It was a real priority of ours to focus on the consumer. What digital technology has done, it's created a huge power shift, or authority shift, from the creator and the distributor, the old world, to the consumer, the new world." - see transcript
Both of these interviews highlight a topic that I have been thinking about a lot lately which is that the distribution playing field is as close to flat as humankind has ever known. However, it doesn't mean an equal opportunity to gain the attention of an audience (consumer, as Iger says).
Putting brand aside for the moment, think of Disney as a startup with an immense budget and highly creative staff. The advantage that they have in gaining the attention of a digital audience is marketing. That simple.
When was the last time that you saw an ad for . . . let's say, Ask a Ninja on television, print or billboard promoting that their next show will be coming to a theater near you? Better yet, you ever hear of NinjaLand? NinjaLand might be pretty cool, come to think of it. I digress.
To maintain the attention of an audience is subject to dollars, talent, hard work and luck. Disney and other "old media" don't have a monopoly on any of these. They may be ahead in the dollars category but with the ever increasing new, good content coming from small and independant producers 24/7 it shows there's no substitute for the last three of these, talent, hard work and luck for seeking profit or the ability to make a living from your digital work. But money and a marketing budget can put you over the top and make your goal a reality.
To put it another way, because the marketplace is allowing you to set up a booth and sell your wares doesn't mean that just because you're doors are open they will come. First someone must find you (marketing - dollars). Second they have to like what you are selling (quality content - talent). Third you need to open your booth every day with a smile early in the morning and close it after dark with that same smile, including holidays (dedication - hard work). Fourth is an opportunity that will get you closer to your goal that you wouldn't have recieved prior to opening your booth (hard work - luck).
