Ask the Board – January 2, 2018 | IGNAZ GORISCHEK

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If you could put out an industry SOS, how would you fill in the blanks: CONTENT CREATORS OF THE WORLD, PLEASE STOP WITH THE _______. THE INDUSTRY REALLY NEEDS MORE ________. Why?”


We constantly hear content is king, but to be honest, I seldom see a great example. Content in digital media has just become another vehicle for advertising. It is nothing more than a form of a commercial, and not always a good one. The exception might be Super Bowl weekend, where the hype around the commercials is more than the actual game at times. Advertisers spend huge sums of money to outshine their competition, but that is typically where it stops. I do agree that some of the commercials are well done, but others still fall short.

Given that, there are opportunities to raise the bar on digital content. One area worth investigating is thinking of the content as an art form. Why not appeal to artists to help with content. Digital media could become a moving painting or a dynamic graphic image. Working with young graphic artists and design schools is another option. Working with design schools can be very rewarding in many ways, because everyone wins. The students have the opportunity to share their vision and creative talent while the schools use it as a status opportunity, and the result is typically a beautiful piece of creative. For the digital media industry to reach Oscar status, it needs to start with a clear vision and plan on changing the perception of the industry. It needs to start to celebrate, challenge and push the status quo. Everything starts with an idea. There are huge opportunities just waiting to happen.

About Author

Vice President of Architecture
Callison RTKL

FORMER MEMBER OF THE DSE ADVISORY BOARD
Industry Consultants

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