An open letter from the on-demand generation

Here is an editorial written by a college student who is one of four winners of this Fall Semester’s Weekender College Edition contest, and which brilliantly encapsulates what it means to be a young adult consumer in the new media lansape. This and the other three winning entrants can be seen on www.cynopsis.com

“An Open Letter From The On-Demand Generation:
by Michael Krepack, Senior/New York University, Major: Entertainment, Media & Technology

We, the On-Demand Generation, would like to respectfully inform you that the future of TV is here. No longer will we be bullied into watching TV on your time. Welcome to a new era: “Appointment TV” is now “Instant TV.”

We’re well aware that today’s media landscape is rapidly changing, but for those of us in the On-Demand Generation our lifeblood necessitates consuming content in myriad platforms. We read The New York Times online; we scan YouTube for the latest viral videos; we download music from the iTunes Store. We require one thing: instant gratification.

Yet, you insist on distributing content the old fashion way (especially you, the five major broadcasting networks, you’re on notice). Granted, you have begun to embrace new media (mobisodes anyone?) and made some inroads in distributing your TV shows online (and, from what we garner from the WGA strike, at a financial loss), but you’re selling us short.

While you toil developing the right platform to deliver your content (as if there has to be one correct method), the era of “Primetime TV” has vanished just as fast as Viva Laughlin! Until we take over as gatekeepers, we request you give us what we want, when we want it. How about embracing, instead of admonishing time-shifted viewing?

As we shy further away from the TV dinner programming schedule, take a page out of the Pay-TV playbook - repurpose your shows on an on-demand platform. Create a world where each broadcast channel has its own on-demand channel where full episodes of shows appear alongside made-for-demand programming.

In terms of a revenue source, why not charge a monthly premium for subscribers? Then again, you could make it free and tack-on commercials in the same vain you do now for shows online (just air them in HD, please).

This new interactive TV connects you with us. Directly. Adapt or lose. The On-Demand Generation is here to stay. Armed with our DVRs, iPods and Slingboxes we are loud, proud and always tuned on.

Sincerely Yours,
The On-Demand Generation
Sent Via iPhone, while watching TV on the iPhone”

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