Learning The Hard Way: NBC Returns To iTunes

There are two ways to learn. One of them is the hard way.

Almost one year ago to the day, NBC Universal (NBCU) made one of the worst decisions since it entered the digital media arena — it effectively banned itself from Apple iTunes. With the launch of iTunes 8 a few days ago and its fall schedule falling in place, NBCU seems to have finally learned the hard way and come back.

Of course, rumors of the peacock’s return to iTunes have been out there for some time. In January, Jeff Zucker, CEO of NBC, made a massive public relations dance move, shifting from the position that iTunes had destroyed the music industry to saying "We've said all along that we admire Apple, that we want to be in business with Apple."

When the rumors first surfaced in January, Engadget could only speculate as to NBC’s reasons. Today, it seems more clear. Apple has refined its terms of service and NBC will generate more revenue, assuming consumers want to spend $1 more for a high definition version of a television show.

The return might even be bittersweet. The SciFi Channel — which returns to iTunes along with NBC, USA, Bravo, NBC News, and Sleuth — praises the new deal, but then goes on to add “there's not much reason get your shows from iTunes instead of streaming them for free on NBC.com or Hulu.”

Wow! I’ve never seen a company tell consumers not to purchase its programming before. But then again, advertising revenue has always trumped consumer purchases at the networks. Ask any television show fan groups.

Since the SciFi Channel doesn’t seem to get it, we’ll help spell it out: NBC has always been smart about some of its moves into the digital arena like Hulu but dumb when it comes to understanding one critical component — portability.

Apple has created a platform that seamlessly allows me to purchase programs that I can watch on my computer, iPod, iPhone, or flat screen TV. Unfortunately, any HD purchases I might make will have to wait because the system requirements remove that portability selling point and/or double up on storage space.

There’s something else too. Apple needs to fix a glitch. Right now, if you select some shows in a standard format, they still default to HD in your shopping cart, making them impossible to purchase unless you have a dual-core 2.0 Ghz processor or better. So, for the time being, I’m blocked from buying certain shows until they sort it out or I upgrade my 2.1 Ghz “just before” dual core cpu.

More to the point, the return of NBC to iTunes sets the stage for how digital media will work on the net and it’s much more in line with our thinking when people were still telling us that convergence was nothing more than a fantasy. NBC and other networks need to focus on content creation to stay relevant.

Apple and others will become the digital distribution bridges while the finer points of convergence are finally sorted out. And networks have a long way to go before they understand public relations. You’re back on iTunes despite Hulu. Get over it.

Pocketing Portfolios: iPhone Possibilities

Last year, our portfolio measured 24 x 18 inches.

It is encased in aluminum, packed with a cross section of print and collateral. It grossly undersold our work in electronic media, but was effective in demonstrating our depth and diversity of experience nonetheless.

It was too bulky to take everywhere, except planned introductions and presentations. It was challenging to update, and eventually, even the best protected pieces became worn from handling (passing boards around the classroom didn’t help).

This year, our portfolio measures 4.5 x 2.4 inches.

It is encased in an iPhone, with a cross section of print, radio, and television. The latter is easily transported as a podcast from Revver into iTunes.

It works fine on an iPod too. And we’re slowly adding the links to various digital media platforms and social networks, allowing our prospective clients, colleagues, and associates to easily engage us any time.

I quickly put up two samples as a photo set on Flickr to provide the basic idea. New media is quietly changing communication in ways people never thought possible.

Naturally, the Flickr set will eventually mirror what is already on my iPhone. Even better, for companies bigger than ours, the possibilities are endless: imagine one quick podcast update or file download and every account executive in the company is suddenly on the same page. Clients too, for that matter.

Although many social media experts, and even colleagues of mine, are quick to tell companies that they must conform to the “rules” of social media, not all conversations have to take place in public or on a blog. New media is completely customizable and easily integrated with traditional media.

It’s one of the reasons that in addition to the iPhone presentations, we’ll be adding hardbound leave-behind pieces too. Printed on demand. Hmmm. Interesting things. These possibilities.

Bypassing Popcorn: Purple Violets

Sometimes history happens with a whisper. Purple Violets qualifies.

Sure, there was ample buzz over the first iTunes movie premiere, enough to make it the number two downloaded Apple iTunes offering, second only to Ratatouille. Yet this Edward Burns film, though likeable, is hardly the kind of popcorn munching cult flick needed to prove the power of new media.

Simply put, most of the attention is landing on iTunes over the film because Purple Violets is hard to classify. Many have tried to tie it to the label romantic comedy, but there is not enough funny to make it a comedy and not enough conflict to make it romantic.

The truth is that it is not much more than a nicely shot film about four former college loves, now in their thirties, attempting to rekindle what might have been. The acting, directing, and cinematography all measure up; but the script lacks any real direction or punch. And therein lies the reality of this release.

When films are hard to classify for marketing purposes, they are generally prohibited from any general release beyond the Tribeca Film Festival, where Violets first debuted. So yes, Burns might have picked iTunes, but only after a lukewarm reception from traditional distributors.

iTunes Might Open Doors For Underappreciated Films

Despite the hubbub that somehow this is the first feature film to somehow bypass theaters, there are hundreds of films made every year that receive no more attention than a limited release or sometimes go straight to DVD. Apple iTunes might give these films a chance to live. I think that is a grand idea because marketability isn’t the best measure for a great film, just one that promises blockbuster revenue.

But isn’t that what consumers and critics have been complaining about? Films that are marketable but disappointing. Or writers, directors, and producers always catering to the popcorn culture and somehow losing what used to matter. Certainly, worse films have made it further up the food chain.

The Film Enjoys Secretly Talking About Itself

If there is any irony to be found, this destined to be underappreciated slice-of-life indy think piece is really talking about itself in the classic struggle of art vs. audience appeal.

Burns’ main character, Brian Callahan, played by Patrick Wilson, is the author who publishes an underappreciated slice-of-life think book after a long and successful career as a pulp fiction detective novelist. Some of the story touches on whether the general public prefers popcorn pulp over literature.

Still, his fate is better than that of Patti Petalson, played by Selma Blair, who never followed up on her successful collection of short stories in college and opted instead to partake in what for her is a passionless career in real estate. In short, it’s a good film but not for everyone.

What It Represents For New Media

While traditional reviewers enjoy taking shots at the screen size, their focus on the viewing device, download times, etc. is misguided and even ignorant. The measure of this film will not provide any evidence of success or failure of the distribution platform.

With the major networks and studios balking at iTunes for love of money, Burns has done a great thing in demonstrating someone can bankroll a film and sell it direct to the public.

So even if iTunes does not deliver much more than a break even or modest profit for Purple Violets, it’s good to see that well-made independent films can be seen someplace other than film festivals and back alley theaters. It’s a good thing and may even show some promise in putting the magic back into Hollywood.