There are interesting developments this week in the intersection between digital media and the more traditional media of film and television. These events raise the question once again of whether digital media will have a positive, negative or neutral impact on traditional media.
On the negative side, Voltage Pictures filed its lawsuit this week against all persons who have infringed its copyright by selling pirated copies of The Hurt Locker. The lawsuit is the first step needed for Voltage to attempt to find the identities of the alleged pirates. This will lead to settlements and perhaps a few trials, but the philosophy is certainly designed as much to deter piracy as to collect damages. Clearly, the underlying assumption is that digital media facilitates piracy and that this is a dangerous trend that must be stopped at any cost.
It is much the same strategy the RIAA has used for years in the recorded music industry, with varying success. There would be some argument as to whether the cost actually justifies the benefits. There still seems to be plenty of unlawful sharing of music files going on. And iTunes has probably done more to curtail that problem than the RIAA's legal actions.
told investors that he views digital media as a positive factor in the media business. He emphasized that film, television and magazines are not the same as the music business, and are not impacted by piracy in the same way.
Of course, Bewkes' message needs to be considered in proper context. He was talking to investors. He is likely attempting to allay their concerns so that they will keep investing in TW stock. However, I don't think there is anything misleading in what he is saying. I believe Bewkes and his team view TW as a broadbased media company, and digital media is a part of that business. He is making a point of not getting mired in any particular business model or medium and I applaud that approach. This is a guy who is moving his cheese before someone else moves it for him. (If you don't recognize that reference, look here.)
So, who is right? As data pipelines expand and it becomes easy to move entire full-screen films between computers, do producers and distributors need to call in armies of lawyers to fight the pirates? Or does film and television content have inherent value for which consumers are happy to pay?
I think it comes down to value and user interface. iTunes moves a lot of music because it works well and the price is right (kind of -- they would sell a lot more at 25 cents than 99 cents, but that wouldn't satisfy all of the stakeholders in the content). I think the same economic theory applies to film and TV content. If consumers can get it easily at a price that doesn't inflict too much pain, the vast majority will continue to pay. Netflix and its competitors might be the iTunes for the film business. Actually, iTunes might be the iTunes for the film business if its interface with the living room television works well and penetrates the market.
Bottom line - the entertainment business continues to change and those of us who make our living in it must use the new tools to give consumers an experience that they value at a price that makes sense. Quality plus Value equals Profit. That's the only formula for success that always works.