The SAG-AFTRA Strike and Viewing

In recent weeks, many of us have been following the strike that has been taking place in Hollywood. SAG-AFTRA (Screen Actors Guild and American Federation of Television and Radio Artists) allied with WGA (Writers Guild of America) have been on strike against the AMPTP (Alliance of Motion Picture and Television Producers).

 

I have followed the action closely and see the arguments for both sides but do lean toward one position. What few seem to be discussing but is right in my wheelhouse is how the strike, if prolonged, will impact over the air and cable tv viewing levels.

 

To get a better handle on the viewing issues, for the first time in six months, I polled members of the dormant Media Realism panel to get the members take on this issue.

 

Here are some slightly edited responses:

 

Local TV station sales manager—“Don, this is the last thing that we needed. Ratings continue to erode and now the fall looks worse given the reruns that will dominate. The local economy is holding up, but I doubt if we will hit the revenue targets that our corporate office has set for us.”

 

Mid-Sized Agency Media Director—“We will cut back investment in local broadcast significantly for the rest of the year. Now, we would have lowered our commitment anyway but now digital will pick up more for the fall.

 

Independent Movie Theater Owner—“Covid really hurt us and now this. I hope that I make it through 2024.”

 

Local Cable Sales Manager—“We have some premium priced sports that will give us a bit of protection. Our packages to advertisers will be full of bonus units. Also, we will ramp up and enhance promotions to our valued clients.”

 

Where do I weigh in? I would say that streaming services should benefit for sure. While production of some popular series will be delayed, there is a great deal of content available across the menu of streaming services. There is a time-honored concept in broadcasting called Least Objectionable Programming (LOP). Basically, it states that when bored by a lineup in broadcast, people will watch what they find least objectionable, but THEY WILL WATCH! The idea got a lot of traction the 1960’s when there were few viewing options. With few exceptions, I do not think that millions of Americans will suddenly rediscover the joys of a good book during the length and immediate aftermath of the actors’ and writers’ strike. It is possible that most streaming services will see a modest increase in subscriptions but a measurable increase in viewing levels. Even You Tube should see a rise. People will watch something a la LOP and backfill some of the series that friends or critics have been recommending that they have yet to sample. Also, there likely will be a “stickiness” to streaming. Once some people ramp up their viewing of streaming programming, they may well stick to it long after the strike has been settled.

 

I feel a bit sorry for the SAG members in particular. The press is full of headlines how major stars get an eight figure fee for a role in a blockbuster film or a nice share of the box office while almost all card carrying members labor in low paying jobs while waiting for their break.

 

Your opinions would be most welcome. You may email me at doncolemedia@gmail.com or leave a message on the blog.

 

The Greatest Measure

 

As I get older, I suppose I am getting a bit wistful. Every now and then, someone asks me how I feel about my life. The answer may surprise you. If I had to sum it up in one word, it would be GRATITUDE.

 

Most of us have so much to be thankful for yet seem to focus on some negative issues. And millions compare themselves to others or talk about the dreams or possessions of others instead of their own. Whenever I get a bit down, I take an inventory which always leaves me feeling grateful.

 

For example:

 

I live in a century where medicine is many times greater than at any time in history. If I were born even 20 years earlier there is no way I would have made it to my present age.

 

I grew up in the 2^nd half of the 20^th century in the United States. I had supportive parents, was non-ethnic and I had a graduate degree from a good school. The runway was long and very clear compared to 98% of the people in the world. I was lucky.

 

Even though we were very different people, my father always gave me constant encouragement. Never once did he tell me I was a hopeless dreamer. His support sustained me through many rough patches. I was only 27 when he died; I still miss his kind words.

 

I live in a country which is still full of opportunity. Also, I can say and largely do what I want. Most of the seven billion people on earth are not so lucky.

 

My wife and children are the joy of my existence. I do not deserve them and my gratitude to them is boundless.

 

It amazes me how people measure their success vs. the material success of others. The measure should be yours –no one else. Each of us is unique and has unique experiences. We may have had to overcome obstacles that others did not. If you have gratitude, you may be the real winner for appreciating your life.

 

Young adults come under a lot of criticism. One area that I admire many of them for is their focus on experiential purchases. Many 20-somethings hop across the globe and examine other cultures. Some sample exotic foods and wines. They spend money on doing rather than on things (material things). I would bet that they will have far fewer regrets later in life than those who merely chased material things. The interaction with others, the understanding of those of different backgrounds, and the challenges they faced will leave them content.

So, to me, the greatest game of all is gratitude.

 

If  you would like to contact Don Cole directly, you may reach him at doncolemedia@gmail.com