It’s time to say goodbye to the era of mass media and hello to the new media world order of highly targeted entertainment fueled by consumer demand rather than network and studio release schedules and marketing campaigns.
That was the message delivered Wednesday night by Generate partner Jordan Levin during an gab session held at the Museum of Television & Radio in Beverly Hills as part of its Industry Forum series.
“We’re in a transformative media age. We’re seeing the vanishing of mass media,” Levin said. “Mass media is being replaced by customized, targeted media….The old adage ‘adapt or die’ has never been more pressing.”
Levin, the former CEO and programming chief at the WB Network who co-founded management-production banner Generate last year, noted that traditional media concerns are having a particularly hard time getting with the program because of bottom-line pressures. Levin’s suggestion? Talk to the assistants and other youthful types who populate the cubicles, if not the executive suites, at networks and studios. That’s where the next genius idea a la YouTube will come from, Levin posited.