Lovely rant by Tom Coates. Sample:
My sense of these media organisations that use this argument of incredibly rapid technology change is that they’re screaming that they’re being pursued by a snail and yet they cannot get away! ‘The snail! The snail!’, they cry. ‘How can we possibly escape!?
The problem being that the snail’s been moving closer for the last twenty years one way or another and they just weren’t paying attention. Because if we’re honest, if you don’t want or need to be first and you don’t need to own the platform, it can’t be hard to see roughly where this environment is going. Media will be, must be, transportable in bits and delivered to TV screens and various other players. And there will be enormous archives available that need to be explorable and searchable. And people will create content online and distribute it between themselves and find new ways to express themselves. Changes in the mechanics of those distributions and explorations will happen all the time, but really the major swift is not such a surprise, surely? I mean, how can it be!? Most of it has been happening in an unevenly distributed way for years anyway. And it’s not like it’s enormously hard to see what you’ve got to do to prepare for this – find a way to digitise the content, get as much information as possible about the content, work out how to throw it around the world, look for business models and watch the bubble-up communities for ideas. That’s it. Come on, guys! There’s hard work to be done, but it’s not in observing the trends or trying to work out what to do, it’s in just getting on with the work of sorting out rights and data and digitisation and keeping in touch with ideas from the ground. This should be the minimum a media organisation should do, not some terrifying new world of fear!
I think this is the most important thing that these organisations need to recognise now – not that change is dramatic and scary and that they have to suddenly pull themselves together to confront a new threat, but that they’ve been simply ignoring the world around them for decades. We don’t need people standing up and panicking and shouting the bloody obvious. We need people to watch the industries that could have an impact upon them, take them seriously, don’t freak out and observe what’s moving in their direction and then just do the basic work to be ready for it. The only way that snails catch you up is if you’re too self-absorbed to see them coming.