>Changing the Purpose of Commercials

>It’s been quite a while since my last post, but never fear! During my hiatus, I have been exploring ways to travel from where we are to where we need to be—as a culture, as a country, etc. The biggest problem that is weighing on everyone’s mind is the problem of the economy. Some of us propose drastic measures, and some of us have simply given up. Unfortunately, most of us don’t see any path the individual can take that will make a difference. We hope the experts and government officials will come up with something.

This country had long been supported by the work of individuals in small businesses. Then the industrial age brought us the factory, and many people bought into the idea of a weekly paycheck—trading time for dollars. Of course, things changed again. Now there isn’t much growth in time-for-dollar jobs, and there is stiff competition from other countries whose economic situations have them in a desperate enough situation that they can underbid almost all American labor.

With soaring unemployment, more and more people are sitting at home, vegging out on TV. Technology makes it easy for us to entertain our brains so we don’t have to think about the mess we’re in. However, these financially-strapped, debt-laden couch potatoes aren’t the ideal demographic for TV commercials. Those that don’t ignore the ads altogether can’t afford to buy anything anyway, and they can’t afford any more debt either. The consequence of this is that the value of the TV market block is falling. As it falls the revenue for creating shows also falls, and the quality of said shows suffers.

What I have discovered (and I apologize for what sounds like a shameless sales-pitch) is a website called Varolo (learn more and join our “village” here). This site is founded on the very same principles that I have been discussing over the past year on this blog. In essence, it is the embodiment of the first phase of FITmedia’s vision of a media shift. It has the potential to sever the connection between TV commercials and TV shows.

Varolo is a completely free service that allows anyone aged 13 and above to earn a portion of the money its advertisers pay, simply by watching an average of 10 minutes of commercials a day and inviting others to do the same. This is similar to network marketing, except you watch ads instead of buying products. When you watch the introduction video, you will begin to see how this service could attract a lot of advertising money away from traditional ad-driven television.

Initially, this will hurt the old-school networks, and they will be forced to adopt pay-per-view and subscription-based services to stay afloat. The upside is that with ad dollars being returned to individuals—according to Varolo’s moderately lucrative plan—there will be more money for people to spend on entertainment. AND people will likely only spend money on shows or channels that they actually care about, which will increase the quality of the shows the networks choose to air.

It is therefore possible for a well-organized tribe of media geeks to use money earned from Varolo (and other companies that will likely follow suit) to generate capital that they can use to develop high-quality media to fill this need. In other words, überfans of a given TV show (or TV show idea) have a chance to become the mediators between advertising interests and the artistic expression of content creators.

The TV Revolution is beginning…

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"For reason, ruling alone, is a force confining; and passion, unattended, is a flame that burns to its own destruction."

- Kahlil Gibran

"All television is educational television. The question is: what is it teaching?"
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- Adam Smith
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"Fathers and mothers have lost the idea that the highest aspiration they might have for their children is for them to be wise--as priests, prophets or philosophers are wise. Specialized competence and success are all that they can imagine."
- Allan Bloom, author: The Closing of the American Mind
"He that walketh with wise men shall be wise, but a companion of fools shall be destroyed."
(Proverbs 13:20)
"If you are not a thinking man, to what purpose are you a man at all."

- Samuel Taylor Coleridge
"I learn a lot from TV. Everytime someone turns one on, I go in the other room and read a book."
- Groucho Marx, comedian: Duck Soup
"There are two freedoms - the false, where a man is free to do what he likes; the true, where he is free to do what he ought."
- Charles Kingsley

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