IPFS News Link • Media: Television
Wednesday, September 28, 2011
• www.talkers.comGlenn Beck’s Bold Pioneering Media Station Draws Attention and Scrutiny from Consumer Media. Glenn Beck’s new two-hour live video program that is the lynchpin of
his online media initiative is just two weeks old but it is garnering
significant attention from the consumer press as talk media and TV
practitioners rightfully watch with intense interest. Two important
aspects of this stand out: the concept of a multi-media, specifically
themed digital destination – a media station – once given thought as a quaint notion of what the future might hold is being developed by Beck full throttle; and the idea that
everything on the internet must be free – because in a post-Napster
world no one is willing to pay for any content on the internet – is being
turned on its head. There are obviously others who are crafting media
stations that provide video, audio, text and more and Glenn Beck is not
necessarily the first talk media personality to pursue this model (Dial Global progressive talk host Thom Hartmann and the maverick Alex Jones have gone down this pioneering path as well, among others). However no
one in the talk world with Beck’s media profile, large loyal following
and tendency to get press is pushing this as zealously as he is. Beck
is the subject of a recent piece by McKay Coppins at the Daily Beast that outlines for consumers some of the inside-the-business details that make GBTV a case study to watch. Since leaving Fox News Channel and launching GBTV,
Beck has reportedly convinced some 230,000 P1s to pay $9.95 per year to
view his content. Although that audience is a fraction of his former
FNC audience, Beck grosses almost $2.3 million from the venture. If
those subscriber numbers approach 1 million, Beck could be pulling in
almost $100 million per year. As the Daily Beast story
reveals, Beck has many more content ideas he’s developing. How many
concepts make it to launch remains to be seen but it is clear that
Beck’s Mercury Radio Arts company (a purposefully
ironic name) is operating with the freedom to take Beck’s unique brand
and run wild with it. And as media professionals debate the future of
radio and television as we know it, Beck’s own words to the Daily Beast indicate he believes he’s creating something different. “What you see
in the next 12 months on GBTV will transform the way news and
information…is consumed,” Beck proclaims. It may appear Beck is
foretelling the death of cable news/talk TV with that statement but it
is more likely that Beck is at the forefront of a wave of content
creators who are building a new business model for a medium that will
co-exist alongside the older media – radio and television. And if that happens how long will they co-exist? Only time will tell. As TALKERS publisher Michael Harrison puts it, “Talk media practitioners should
put their personal opinions about the political and social specifics of
Glenn Beck’s content aside and focus on the mechanics and methodology
‘clinic’ that he is demonstrating. Regardless of whether or not he
succeeds, what Beck is doing is a living example of where things are
likely heading.”