You are what you are; you are who you are, by the choices you have made. You can change what you are, you can change who you are by changing the choices you make going forward.
To make things simple, let’s break down the choices into large choices and small choices. Large choices would be things like changing careers, getting married or divorced, having kids, picking a college/course of study etc. Small choices are exercising or sitting on the couch watching TV, having that extra cookie or not, going to the football game or listening to it on the radio etc.
Both large and small choices impact our lives. The difference is immediate with large choices but the small choices, over time, can be just as impactful. We just don’t see the change all at once, so they give the appearance of not having any impact, but that’s what makes them so deceptive. The reality is both are as important.
So what does this have to do with radio and TV? Listening to the radio or watching a TV show is a choice we make. We do it often to feel good. Feeling good releases endorphins in the brain that stimulate the pleasure center. It can become an addiction.
Today’s entertainment consumer has lots of choices. They also want to feel good. So it’s only natural that they are going to seek out those entertainment choices that stimulate their brain’s pleasure center.
Netflix and YouTube are two video services that are doing a better job of providing this video pleasure than broadcast TV. YouTube and Pandora are two audio services that are doing this better than broadcast radio (in the opinion of their users). YouTube, as you can see is a double threat, as it is strong in two different media areas and is a real force to be reckoned with. New habits are being formed; new entertainment addictions.
Once upon a time, people jumped through lots of hoops to receive a radio or TV broadcast. Today, all of those choices are quickly and easily available on their smartphone or tablet. Mobile is the fastest growing segment of media in the world. Mobile advertising holds unlimited potential for those service providers that get chosen and make themselves a habit.
The consumer is making little choices each and every day. Broadcasters have ignored them because they seem small and insignificant. But I’m here to tell you that those little choices are just as impactful to your future as if they were of the large variety.
Broadcasters too, have a choice. Accept the new reality and embrace change or let the change happen to you.
Remember, death by a thousand cuts is still dead.