WGA writers, whose pencils are (mostly) down and PCs off, have lately occupied themselves walking picket lines and chanting protest slogans. Many have found time for a bit of auteurism, creating a growing number of YouTube videos explaining the writers' position (reportedly an astonishing 750 videos to date). The videos -- by turns impassioned and humorous -- have collectively attracted notice.
But, like the dog that didn't bark, the real mystery is why the producers haven't produced. The AMPTP has created no YouTube videos of its own, opting instead for the old-media alternative of occasional paid advertising in the NY Times, LA Times and trades, and an op ed piece in the LA Times. I wish I could offer you a link to the AMPTP's new YouTube video -- like my headline promises -- but I can't, because there isn't one. The companies' strategy has been more NoTube than YouTube.
But why? With all their resources, why haven't the AMPTP companies produced and distributed video content of their own? It's not for lack of writers; the companies could use non-WGA writers if they wished, since new media is not a covered area, and in-house promotional activity presumably isn't either (and, in any case, the WGA agreement expired October 31 and is no longer in effect). Nor is it because the companies don't have a case to make; they do, although I disagree with much of it.
And, the companies' audio-visual silence does not represent a failure to understand the importance of public opinion -- otherwise, why buy the ads and write the op-ed piece? Nor can the absence of company content be explained by pointing to the success of the AMPTP's traditional PR methods, because there's nothing to point to. On the contrary, the companies are losing the PR battle, and badly; for instance, over two-thirds of respondents to a Variety survey said that the writers were representing themselves more clearly, forcefully, honestly and forthrightly than the companies. In addition, half the respondents see the AMPTP in a more negative light as a result of the strike.
The only remaining explanation is that the studios and networks -- the country's largest media companies -- just don't understand new media, or they have carelessly allowed their representative, the AMPTP, to function without comprehending the importance of new media. Online, and on cellphone and iPod screens, is increasingly where the eyeballs are, not to mention the hearts and minds (thankfully, that's as anatomical as we need to get). Newspapers, and television, also matter, a lot; but ignoring a fast-growing, young-skewing medium makes companies seem stodgy at best, and ever more the villain -- or, "the man," if you prefer -- at worst.
Does it matter? Yes. A business that loses the love of its customers might soon find itself more busy suing them than selling to them. The studios seem to have inadequately taken note of the lessons the music industry offers, so here's one that bears repeating: piracy is hard enough to combat, but even more so if there's no love lost between consumer and company.
In addition, a company that can't figure out how to use new media on its own behalf will have an even harder time understanding how and why its customers use new media. Not for nothing have Silicon Valley companies successfully portrayed Hollywood as an industry that doesn't get it. The AMPTP's inaction only reinforces that conclusion. It's time for the execs -- or the AMPTP -- to grab their camcorders and start making some video.
Read more about the strike on the Huffington Post's writers' strike page.
Follow Jonathan Handel on Twitter: www.twitter.com/jhandel
It's obvious who REALLY deserves the income now, isn't it. NOT the parasites that live off the work of others, and claim they deserve more.
The studio's have the cushy job's writers like, most artist need to do their art.
I'm just on the sidelines looking in but i can't figure out why the studios would need to worry about public relations, and also, if they save more not paying workers than they lose on advertising what's the hurry; would'nt the studio's gain the writer's good public relations once they settled. Am i stupid here? I heard that the average writer makes between 100-200 thousand dollars a year...that's good money for doing what you want.
Also, the studios can't communicate their supposed position effectively because they don't understand how to communicate anything - they usually hire writers to do that sort of thing for them.
I mean, I haven't heard one thing that makes the studios sound reasonable. What is their position? Could you explain it me? Because as far as I can tell, their position is just "We shouldn't have to pay writer fairly because then we won't make quite as much money. And who needs writers anyway? They only come up with all the ideas and keep the rest of the industry employed, those lazy bums." I can't imagine why the public isn't getting behind that.
also, what's with the title? has nothing to do with the story! it presents a conflict; writers attempting to scuttle a certain video.
man, as a liberal, it sure would be nice if arianna wasn't so in love with the entertainment business and gave blogs to teachers and regular folk as much as she does to barely literate connected ones.
It defies logic since the battle is over online viewers, but it's big media, so go figure.
I hope it's a lesson they learn well.
Malcolm Campbell