Earlier this week, I had the opportunity to attend and present Shelby.tv at “TV 3.0 - What’s Next?”, an event put on by the Broadcasting & Cable Hall of Fame at the Paley Center For Media. The event was hosted by our friend (and investor) Dave Morgan, founder/CEO of Simulmedia.
The room was full of media executives and it was great to see their interest in "what’s next?” for TV. While I don’t think there are any hard and fast conclusions, I had a few takeaways…
In true technology adoption life cycle terms (see “Crossing the Chasm”), media execs think more about the late majority than they do the innovators. This isn’t really big news, but one would think they’d learn from the past and race to adopt the latest technologies.
That being said, good traction and opportunities to grow their businesses can and will perk their interest.
For example, one of the other presenters was Shazam, which earned most of the attention with some numbers from their Superbowl campaign. The funny thing is, Shazam is over 10 years old (and the board member presenting their tech even chuckled privately to me about the ‘sudden’ attention). My point is, Shazam took a long time to develop into its current product (seemingly forever in startup years), but once it had there was tremendous opportunity for them and their engagement is attractive to the TV industry looking for new ways to keep their audience entertained.
So what is a young startup with a big vision to do?
At a high level, keep thinking about your long term vision of how your product will affect the industry you are pursuing, but continually make progress in the short term that gets you to the next step.
At a tactical level, continually iterate on your pitch as you learn from the late majority. I know we all walked away from the event thinking about changes we can make in how we phrase our approach to the problem of making video consumption a better experience for all the players involved.