TV Radio And Digital Content Leadership: Trust & Inspired Thinking.. (And What A Network Would Do To The Wizard Of Oz!)
When I was growing up, Texaco had a slogan–“You can trust your car to the man who wears the star…the big bright Texaco Star.” When a high school pal known for juvenile delinquency and teen alcoholism became the manager of the local Texaco at the age of 19—it was clear theres no way ANYbody should trust their car to this guy, star or not. Then I recall the feeling that if it’s “Government Approved” everything was fine, until ya figured out inept the Government was. Then how about “the Most Trusted name in News”—-compared to WHAT!!?? America’s bullshit radar has never been on higher gain–particularly among the “mass appeal intelligent’ type that are underserved and rapidly expanding. The second you have a “positioning statement” or slogan, you’re teetering on joining the bullshitters. Few marketers get that, and even fewer civilians in the new mainstream buy it. That era is dead.
That leads to the new cool. Its called Trust. A old school brand will probably try to trick their audience with a “You can Trust Us” slogan. That is Trick not Trust.
In the Internet era you can ( usually ) trust your friends which I think it is a key in social media’s power , but Brands??? Very very few inspire trust, and add in the haters and the opinionated masses where everybody is an expert through their own eyes–even fewer. Its a sad trend, though good for guys like those that live on the street not Madison Avenue (we just want their money not their M.O.) Remember radio where you could TRUST your local DJ to find and play the cool songs. Radio is the last place you’d go now as it’s SO generic, even Joe Average can sense it. You may like the song but it’s unlikely it’s because the dj sold you on it. and how about TV NEWS ( don’t get me started on that).
Nowadays, Everyone can have a voice…fine, but you can’t TRUST 95% of them….probably more like 99% in the brand world, which makes things you CAN trust that much more powerful.
Passion , character and muscle. The big three in trust creation. You can hear these characteristics with Howard Stern For example
Building trust includes Respect…and Treat em like fans and they just may become one. Treat me like numbers or categories ( millennial. Generation x y z ) and that’s what they’ll be.
Cool and trust. The two magic words, and a lot of it is what you DONT do which is why we are so adamant about EVERYthing being re-thought so we don’t regress into corporate medialand. Incidentally—I respect much of Corporate media for what they’ve done…but it aint us and we’ll fail if we parrot what they’ve DONE Key word is DONE. The new key word is DO…
So who are our Trust and Cool inspirations?? They sure as hell aren’t the Big media players They are people like Kubrick and the Beatles as they instill COOL and TRUST via their M.O:
One of THE key things we teach at our bootcamps relate to the Making of Sgt. Pepper and 2001: A Space Odyssey. The reasons are:
–They perfectly reflected the world at the moment. In perfect harmony with the culture of the era. Dated, but the curious will reach to understand then relates to today
–They were driven by a STYLE OF THINKING that is world changingly powerful. Free and charged with the passion to create without boundaries. Pure truth
This isn’t re-living the 60’s, it’s introducing a process…a style that creates original, amazing work that MIRRORS THE ERA–in Our case, the 21st Century, not some 90’s focus group or assumed way to create because “NBC Does it that way..” There IS a way to create media art that DRIVES commerce.
Its a process that is unencumbered by Madison Avenue Millennial cliches and the corporate buzz word nonsense…a culture and creative process that takes programming creators (writers, producers, branders, channel leaders etc)… with aptitude for greatness and gives them the MENTAL tools and blueprint to create and reimagine on the level of Sgt. Pepper or 2001….on todays terms.
Gonzo creativity is alive and well…in TECH! In creative/content/programming we are stuck in the stone age. Thus–it’s about –WHERE AMAZING CONTENT MERGES WITH AMAZING TECHNOLOGY. Creating programming as magical as the technologies that deliver it, rather than hoping a piece of shit is suddenly amazing because its online (that the big radio and tv excuse) MERGE Amazingess in content and technology!
Our inspiration comes from 2001 and Sgt. Pepper NOT The Networks, old media or the last mega merger. It comes from the process…the soul…the truth…The imagination and BALLS to create amazing stuff–that is focused, complete, trustworthy and MIRRORS THIS CENTURY. You see it in film, but no one has yet to do it in the radio/tv formats / brands(channels) we can create.
We ARE designing the future through extreme creative and inspiration from magical places, The process is surprisingly similar century by century, its just that now few are thinking this way uncreative, opting for boardrooms and auto pilot creative. Wondering what that is? Click around cable…you’ll see.
Personally, the most exciting thing is about hiring amazing people, giving them a blueprint and a new way of thinking—and watching them create A 21st century version of 2001 and Sgt. Pepper. Not copying it. That’s impossible but learning the thinking that went into it. For now–its not about re-living the 60’s but about a way of thinking that we can be inspired by and translated into New brands/formats New Production Style New economics and SOUL. You can’t design the future till you understand the past, then you pull out the guns are create something that BREATHES 2020 (!) —as defined by the streets, imaginative people, and magical creations and HOW they were created…… not by old media, cliches and autopilot
Oh…and here’s how NOT to do it. Here’s what would happen if Network Thinking was involved in THE WIZARD OF OZ: ( I didn’t write this but it’s worth a read !)
Team: Thanks for turning around the previous cut to us so quickly. We really appreciate the time and effort your team has put into the previous cuts but unfortunately, we are VERY disappointed with the state of the show thus far. While we understand that sometimes we veer off of the approved outline during production, the cut as it stands is just too different to us to approve. We’d like another Fine Cut before lock. A lot of changes need to take place before we’re done, so we are unable to give time coded notes at this time. As it stands right now, the Oz sections are way stronger than the Kansas sections, so we should really focus on our strengths and minimize our weaknesses. Oz is a very interesting place but we really don’t know anything about it. The audience is craving takeaway info about new places so let’s give it to them. Any fun restaurants in Oz? Shopping? Exciting local customs and fashions? Think less “Lord of the Rings” and more Anthony Bourdain. We also want to do a restructuring as well (see below). The characters also need more definition and a bite pass is absolutely necessary.
Please double check to make sure all the songs being used are cleared.
DOROTHY IN KANSAS
Is there something wrong with the output? This section is in a weird sepia tone black & white, not color. Our research shows that younger viewers will only accept black and white footage in a Beyonce video. Please fix this in Color Correction.
We first see Dorothy and Toto running along a street talking about a mean Mrs. Gulch. Who is Mrs. Gulch? Where are we? You and I know that she’s in Kansas but we cannot assume that the audience does. Please build out an opening montage showing us Kansas and add a chyron that says “Kansas.” If we tell our audience explicitly what’s happening right from the jump, they will be with us the entire time.
Dorothy is an appealing character; she’s sweet and likable in a flyover state sort of way. But her intentions are a bit muddled. Please put in a bite along the lines of “I live with my aunt & uncle on a farm in Kansas and my dog Toto is my best friend; Toto bit a mean neighbor, Mrs. Gulch.” In her own words, of course.
Dorothy does a nice job on “Somewhere Over The Rainbow”, but the action has completely stopped at this point and I am BORED. She wants to go someplace else but this sentiment has absolutely no set up! Guys, this is really, REALLY sloppy. How can I root for her if she doesn’t tell us exactly how she’s feeling at all times? Please add a sound up of her saying something like this to Toto.
I really think we can cut down the rest of this section. Let’s go from the song, to a bit with Mrs. Gulch threatening to take Toto away, to the tornado. (The scene with Professor Marvel can be a web extra) Everything else is really slow and bogging down the action. Also outside of Dorothy, neither her aunt & uncle nor the agricultural workers are really camera ready. Are there any attractive farm hands around? We really don’t want to alienate our audience so early into the proceedings.
ARRIVING IN OZ
Wow, Munchkinland looks amazing! So bright and colorful. I really want to go there! Is there a less violent take of Dorothy arriving in Oz? We don’t want our audience to think that they have to kill a green woman in order to visit this fun place.
The denizens of Munchkinland are very interesting. Considering the current appeal of little people shows, we think there is a lot of potential here. Any more scene work with Dorothy and the Lollipop Guild? This could be a potential backdoor pilot of “Little Women: Lullaby League.” Please double check your footage and let us know.
Dorothy spends so little time in Munchinkinland. Does she do anything else while there? Any fancy hotels?
The Wicked Witch of the West makes a great entrance, but this is BEGGING for a bio bite from her. How close was she to her sister? Why are the shoes so important? What does the Mayor of Munchkinland think of her? Let’s think outside of the box here and really build her up. She’s very important to the rest of the episode so she needs as much set up as possible.
YELLOW BRICK ROAD
Let’s put in a bite from Glinda about how important the Yellow Brick Road is to Oz. Right now it just seems like a pretty pedestrian path and not a main thoroughfare.
General note: do a graphics pass and show Dorothy’s progress through Oz. How can I root for her to get to the Emerald City if I don’t know how far she has to travel?
SCARECROW, TIN MAN, COWARDLY LION
This is a big note for all three of these characters. They all have potential but the current scene work with them is cheap and lackluster. The Scarecrow wants a brain but comes up with great ideas; the Tin Man has no heart but he’s crying all the time. Guys, we CAN’T be this sloppy. We are better than this. Remember, in our style guide, characters are defined by ONE personality trait that NEVER CHANGES. We should to the following:
SCARECROW — wants a brain — therefore must be dumb and say stupid things.
TIN MAN — wants a heart — must be cold and unfeeling.
COWARDLY LION — wants courage — must be afraid at all times.
WICKED WITCH OF THE WEST — mean, wicked — angry, vengeful, obsessed with shoes
The scene work with the Lion is the most consistent but for the other two, this is just amateur hour. All the their introduction scenes will need to be recut along these lines. Remember, the audience is counting on us to give them the best story possible!
EMERALD CITY
Let’s put a disclaimer at the top warning about the dangers of drug abuse. Either that or we cut the poppies.
The montage of Dorothy, Scarecrow, Tin Man and Cowardly Lion’s spa day in the Emerald City finally has some of the sexy, glamorous footage that we’ve been craving. The haircuts, the buffing; this is great. Let’s show them doing more in the Emerald City. Any other sights to see? Any great shopping? Can we add a pick up scene of them getting some essentials from Target? We have a great relationship with them and this product integration would really help with the budget.
Please cut the Lion’s “If I Were The King of the Forest”. We think it would be better as a podbuster.
SEEING THE WIZARD
The Wizard seems intimidating but no one is saying he IS intimidating. Any bites about the scary wizard? Maybe from the Tin Man? (A bite from the Cowardly Lion is just too on the nose at this point.)
DOROTHY’S CAPTURE BY THE WITCH
While we really do feel for Dorothy as she’s watching footage of Auntie Em missing her, we do think that a montage of unseen footage of Dorothy spending quality time with her aunt would really drive that emotion home. Maybe to a Sarah McLachlan soundalike lyric cue? Just thinking out loud here.
The Scarecrow comes up with idea for infiltrating the Witch’s castle? EXCUSE ME, he doesn’t have a brain! This is what I’m talking about! Is there another take where the Tin Man comes up with it? If we’re stuck with this, please add a bite from the Tin Man along the lines of “For a guy without a brain, I’m surprised the Scarecrow came up with this idea. Maybe he’s smarter than he thinks!” This will then give context for the end. Right now, this is just too incongruous to really work.
Dorothy’s rescue works really well, but the Witch’s death by water comes completely out of nowhere. It’s just too jarring. Any scene work with her hating water in the Munchkinland section?
RESTRUCTURING
Ending the entire episode on “it was all a dream” really kills the travelogue strengths of the show. Since Oz is way more appealing than Kansas (what isn’t?), we’d like to kill the epilogue completely. End the episode with Dorothy saying “There’s no place like home”, and then add a montage of her arriving in Kansas. We need to keep the episode as sexy as possible; ending it on a dreary farm in the middle of nowhere goes against our network brand. Also, a closing wrap up bite from Dorothy would really help put a button on the proceedings.
We look forward to the changes; please get these to us by noon tomorrow. Thanks!