Advertising is becoming a tax poor people pay

Advertising is becoming a tax only poor people pay

“Advertising is becoming a tax poor people pay.” Professor of Marketing at the NYU Stern School of Business Scott Galloway – 2016.

I pay for YouTube premium; I do much research on youtube, have my channel @jg_tvdirector, and those adverts are very annoying, so I pay a subscription for premium. It’s the same on a couple of streamer’s ITVX, for one.

That’s going against my socialist principles of anti-private health or schools, but it’s in the same ballpark. I can afford to turn off the adverts, many people cannot. However, the people who can’t have the least disposable income.

Where is that going to leave us? As subscription revenue levels off or declines, the streamers will soon develop two-tier payments, one with and one without ads. So Advertising is becoming a tax poor people pay. But as that demo is the least attractive to brands, we may see the Mandalorian with a can of coke, sporting a Rolex, as product placement becomes the only way to reach high-income households? The adverts that the less well-off will all be for lucrative online gambling, payday loans and Iceland frozen food stores.
While the ability to target consumers becomes ever more sophisticated and crafty, the avoidance of adverts becomes another source of revenue. I’d pay for an Instagram feed free of adverts. I also know people are leaving Facebook because in their feeds they see more adverts than posts from friends and family. So a premium Facebook feed without ads and a free with seems like a good idea?

The way we consume entertainment (and information) is going to change drastically over the next 4 years. Television is already a redundant word. “Tele” as a direct translation from Latin means “far off.” True we may be watching pictures from far away, but TV has come to mean “the linear delivery of visual content”. I think a more arcuate description has to evolve as Broadcast TV becomes outdated. Stream and Live Stream are better suited to today’s reality, Long From and Short Form and are more accepted. Content creation or delivery are words we use more and more to describe the areas we work in. The reason this is important is because of the rights to show the content that is created. How we restrict, who can and can’t view? Who has paid or who is watching for free? Because at some point someone has to pay the wages of the people in the business and subscriptions and advertising are what fund our cultures all around the world.

You think you are expanding your cultural horizon as you go to see the Cezanne exhibition at Tate Modern. What you are doing is paying for the people that hung the paintings on the wall, The person who pasted the paper poster on the tube hoarding. For every pound, you spend a proportion goes to the advertising sector in fact ad spending worldwide will reach nearly 885 billion U.S. dollars by the end of 2024. A talking point by Jonathan Glazier with thanks to Barrick Prince.
#advertising #broadcast #jgtvdirector

The Great Hack

the great hack

The Great Hack is a superb watch, compelling even if you forget the implications of the story because the characters are fascinating. In particular, Brittany Kaiser, why does a Bernie Saunders voting, former green peace advocate and brilliant woman end up working for the Trump campaign through Cambridge Analytica? Was she seduced by the anarchy and power of the undoubtedly charismatic Steve Bannon, or was it her family’s dire financial circumstances? This is something the film doesn’t address in any depth. Nor does it look at how all the leading players at Cambridge Analytica have simply started up precisely the same kind of company after dissolving CA. Although we do get the impression they filed for bankruptcy to avoid their legal responsibilities. The money and power screams of an Illuminati conspiracy theory. All that said this is a must-watch show, brilliantly made. Chilling imagery of our data being collected and shots of those “innocent” quizzes we have all clicked on Facebook bring home the reality of data collection. There’s one caveat I’d add, who did anything wrong? Sure the ownership of our own data is something we should all debate. But all recent elections target the swing vote. All parties seek out the “persuadables“, why is it so shocking and called election influencing when it’s been happening since the mid-’50s. Once upon a time, it was Mr Murdoch who was the alleged kingmaker. Yes, the stories used today to target the swing voters are despicable, mostly false but very effective, why are we so surprised? I think the most insidious thought being the platforms we use to post cute cats are the ones being used to split society apart and the fact that Russia and other foreign powers are using the same techniques to subvert our democracy. Vice wrote an excellent review here, saying the great hack mostly missed the point. That point being, we are entering into surveillance capitalism, but that’s been the case for years, the powerful have been keeping the masses in their place using every trick in the book. Supermarkets have been employing psychologists for years placing impulse buys in precisely the right place in the store etc. The infamous “torches of freedom” smoking campaigns designed to get women to equate smoking with their emancipation in the late 1920s were an example of early manipulation by large wealthy corporations using Edward Bernays and the psychoanalyst A.A. Brill. So while it is a must-see “The Great Hack” is really about the modern-day techniques being used today, the fact that it’s got so much easier to farm data thanks to the large internet corporations. I think we all half expect our governments to hold data about us, perhaps our banks and medical institutions, suddenly we discover a bunch of college kids with an app have 100 times the data, and we gave it up ourselves so easily is a shock. If I am honest, I don’t know why we actually give our trust so easily to governments, medical institutions and of all places banks.

The Last Alaskans

The Last Alaskans

The last Alaskans is a remarkable series. We all know the pain of getting quiet reserved people to talk on camera. This is where this series really succeeds for me. Seeing these people, particularly the men open up in such an emotional way is heartwarming. These are the last 8 or 9 families living in the Alaskan wilderness, once the last children of the current permit holders die, no more permits will be issued. Contrary to popular belief is is possible to fail capturing spectacular scenery, this series does not fail, it is beautifully shot. The drone shots are lovely and the IV and cabin interiors take you right into their lives.

For me though it’s the story telling that succeeds so well and that centres on relationships. The relationships within the families and the families relationship to nature. I am no supporter of hunting or trapping, this show does help square some of those issues. For these families it is about survival and actually their relationship with nature actually does help preserve it, probably much more than most non hunters. But don’t judge me take a look at this gem of a show.

Love Island UK v USA

Love Island

As love Island breaks ratings records in the uk it’s interesting to see the US version struggling. Is Love Island one of the many ideas that just doesn’t translate? And why is that? Certainly the US VO lacks the wit and charm of Ian’s fantastic effort here. Also the US version to me feels more like unscripted drama, or a game show with people really chasing fame at any cost. The UK version actually feels more authentic, yes I did say that! But the inmates actually seem to be searching for relationships while acknowledging the Love Island “experience.”

All this against series 2 of the rebooted Temptation Island producing solid ratings. I was at FOX for the first outing but had left by the time of the UK version. I am fascinated by cultural differences particularly between countries that share language and seemingly so many other touch points. Yet still there are major differences that polarise our cultures. It highlights the fact that cultural differences are random and often hidden. A common language helps us identify and understand. But it also shows just how much care is required when language is also a barrier.