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In the Trenches: Random rants, musings and media tales about the US writers' strike

Bottom line?

"Let's ask what the real issue is from our industry's point of view. Is it whether or not the WGA doubles its residuals (as the DGA did) on TV downloads? Perhaps the focus should be on how the TV viewing masses are changing their ways of accessing content.

"Certainly our industry is on to something: video buying across many platforms. Moving beyond traditional broadcasting to keep pace with how our changing society feels about TV viewing is imperative. Let's face it, the kids are leading us. When was the last time you heard a 20-something say, 'I can't go out tonight, my favourite show is on'? No, they just download it and view it at their convenience, by whatever platform they choose, wherever they choose.

"Television shouldn't be a fixed or finite medium. After all, a television set is just a box to convey audiovisual forms of content. Who says it has to sit in the corner collecting dust? Let's separate the thinking here. Actually, let's change the static word of 'television' to VideoVision. That way, we can get our heads around watching programming as an art form at our convenience - not dictated by a piece of furniture we paid too much for.

"As for the writers, I'm not minimizing what they stand for. Far from it! The issue must and will be settled. We need their creative talents desperately. How many more reality-based shows are we to endure? What is important, from an industry perspective, is how we keep pace with the changing market - not just television programming, but consumers' access to content in all the ways they choose: online, offline, mobile, on demand.

"While the WGA and the AMPTP play their little high-stakes poker match, we should be focusing on the shift of momentum, not just the rules of the game."

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