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Can AdLand Help TV Grow Again?
By: Dwayne W. Waite Jr.
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It seems that no one is truly happy with the entertainment and communications industry. We know that there is a fierce debate behind closed doors in Washington about cable a-la-carte services, an option that several cable and satellite companies are very much against. In terms of the actual content, people are desperately wanting a new formula in terms of the "perfect show," rather than what we all see today.

And yet people are still glued to reality television. Yikes.

The advertising isn't much better. Like the shows and dramas, advertising too is suffering from the fact that the powers the creative folks answer to are afraid to steer away from the old and steady. Newness doesn't equal sales or new revenue, which means disappointed stakeholders. And to the creative team, disappointed stakeholders means that several of them may need to start updating their resumes.

The same may go for our cousins in entertainment.

The questions is, then — how can we help each other?

We don't think that TV or TV advertising is going anywhere any time soon. However, we do think that both advertising and TV need to improve to stop the negative vibe people are getting from them.

Can good advertising keep people watching TV? Or are TV programs drivers for advertising content? What do you think?

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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