“Meet the new boss.
Same as the old boss.”
from Won’t Get Fooled Again, by Pete Townshend
The guardians of the old media have found a brilliant way to exploit the denizens of the new. By dangling the carrot of access to television—a mature industry where recognition and revenue remain solidly in place—the executives who stand at the gates to TV can cause the multitudes who populate the online realm—an industry where revenue is dispersed very unevenly and recognition is highly fragmented—to work tirelessly to promote their exclusive brands. It’s perfect.
In recent times, those clever folks who control TV have evolved the method of the online competition in order to shamelessly advance their corporate brands. Offer those who create content for the web—especially of course those who operate within the social media arena—the chance to create for TV, and those creators will toil doggedly, nearly interminably on your behalf, and they will do so without a cent of actual remuneration, and on the slimmest of chances at success. How great is that?
The Canadian Broadcasting Corporation has just concluded a nation-wide contest where 285 comedy creator-teams submitted video ‘teasers’ in pursuit of a single (although lucrative at $500,000) prize of the production of a half-hour TV special. The competition ran over ten weeks, and the teaser was only the beginning of the work demanded of these aspirants. Each week, in addition to the endless amount of online ‘sharing’ these teams were obliged to do—if they were to have any realistic expectation of prevailing in the contest—these teams had to produce a new video ‘mission’ on a specified theme (‘The Do Over,” “The Differentiator” etc.).
Likewise Telus, a corporation with a more regional territory (Alberta and BC), have just run the ‘Storyhive’ competition, where hundreds of applicants chased 15 grants of $10,000, leading finally to one winner gaining $50,000 toward the production of content for Optik TV, the television service owned by Telus.
It’s a truly prodigious amount of work done by talented people on the behalf of others for absolutely no monetary recompense. The competitions are won of course via online voting solicited by the contestants, and don’t think it’s anything like a democratic, one email address, one vote mechanism. No, visitors to the relevant site (where you must of course register) ‘earn’ votes by repeated visits, or, more germanely, online promotion of the corporate site. For CBC and Telus it’s win win win; for 99%+ of the contestants it’s lose lose lose. And, if it’s necessary to drive home the point of this losing game, in the Telus competition, in winnowing the pitched projects down to the final 15, there is not one iota of critical adjudication applied; it is entirely determined by online voting. In other words, at least until that first significant selective step, Telus does not care one whit about the actual creative quality of the submissions; they care only about the quantity of online visitation they are able to achieve.
Let me be very clear about my take on this process. It’s manipulative, exploitive, and vile. The folks behind it should be ashamed of themselves.
But, as with so many of the changes wrought by the digital revolution, neither is this obnoxious game about to go away. The television executives who have invented it have mined gold for themselves, and they could care less about the fact that almost all of the losing contestants have nothing good to say about them or their contest. Those losers are simple collateral damage in the winning war for online traffic, and thus advertising dollars.
It’s odd and slightly unsettling that (as described in a recent article in The New Yorker magazine) KingBach, a top star on Vine, an online video site where content episodes last a sum total of six seconds, dreams of making it on TV and in the movies, where fewer people will watch him.
Welcome to the new world of mass media, which looks altogether too much like the same old world. The ‘young adult’ demographic still watches far more TV than they do online video. YouTube will make less than $4 billion in advertising this year; CBS will earn more than $8 billion.
Pete Townsend’s prayers may well have been in vain.