Wednesday, August 06, 2008

Exclusion -> Inclusion

The business models based on exclusion are in ruin, while the models based on inclusion continue to adjust to best advantage.

For the content business such as Music/Books/Movies/TV/Newspapers, the exclusion model was:
- Isolate/select to a few
- Erect and maintain barriers
- Hype/brand the few

It was no wonder that businesses continued to use the exclusion model, as it was:
- Successful
- Manageable, controllable
- Predictable

However the model results in:
- Formulistic, uneven content
- Slow to react/deliver
- Unconnected/divorced from the consumer

In the era of consumer mega-choice, content businesses need to harness the power of crowd content. This is not straight-forward.

Say, for example, we had a TV show called 2 1/2 Friends. Following the Exclusion model we have:
- Shallow pool of potential writers
- Editors to keep consistency
- Return unsolicited scripts and input unopened, unused, avoiding legal and tainting concerns
- Marketing to heighten viewer interest

For the Inclusive model, we consider:
- How to open it up?
- How to use parts of flawed scripts, ideas, suggestions
- Who gets paid and/or acknowledged
- How to filter to find what's best

We could consider an expanded role of agents as intermediaries, and the use of Web 2.0 crowd software with idea gathering/voting. This might then, for a single 2 1/2 Friends show, have:
- Situations for plot line taken from three ideas/mini-treatments contributed by independent sources
- 40 dialogue lines taken from suggestions, and tweaked
- Character development as voted by the fans


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