The Shiny New Object


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Steve Lanzano, President & CEO, TVB

TVB June 2013 Vlog Stacey Schulman

Commentary Text

Everybody is always talking about the “shiny new object”. The press loves it. Advertisers fight over it. Consumers want to be the first to have it. But in many cases after the honeymoon ends, well, they’re always looking for the next one.

But, let me tell you about what I have found to be the best “shiny new object out there”. This will stand the test of time.

And versus other “shiny new objects”,

it actually has scale, not just reaching three people.

So what is this “shiny new object”?

Well, let me tell you about it.

Of course, it’s digital. That’s a given.

It’s wireless.

It can be streamed.

It drives an incredible amount of social chatter. In fact, it drives more social chatter than any other topic. Bar none.

It’s mobile.

It’s plug and play. Simple to use. With no learning curve.

No privacy issues.

It has an established ecosystem with a worry-free operating system.

There are no data plans.

The hardware is long-term. In fact, there is very little need for frequent upgrades.

It provides all the most sought-after content … both in news and entertainment.

From a consumer standpoint, it is perfect.

But just because a consumer likes it, is it a viable business?

Well, let’s look at it from a business perspective.

It’s direct to consumer. So a great advertiser opportunity.

It’s used more every day than the Internet, Radio, and Newspapers – combined. In fact, consumers spend more time with it than the average worker spends working each week.

It reaches more people everyday than any other media activity. That’s good. It has scale.

As a news provider, it’s the most trusted. More than CNN, The Wall Street Journal, The New York Times or whatever other news content distributor you can think of.

It’s social, local and mobile – otherwise known as SoLoMo, which every advertiser is looking for.

It’s micro-targetable.

Its purchase influence far surpasses all other media across every step of a purchase decision, from making people aware, to consideration, to actual purchase. Oh, by the way – across all industry categories.

It’s measurable.

It’s Big Data.

It drives traffic.

It drives revenue.

Its ROI has been proven, unequivocally. In fact, there are thousands of case studies to prove it.

It can be short or long-form.

Oh, one more thing – it only costs a penny a person to buy.

What is this “shiny new object”? Well, it’s been with us longer than I’ve been on the face of this Earth.

It’s local broadcast television. It has stood the test of time. It’s always evolving.

If the Internet had come before TV, TV would be considered the greatest “shiny new object” ever invented.

It was the “shiny new object” before. It is the “shiny new object” now. It will be the “shiny new object” forever.


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