Who are we to assume anything?

I consider myself to be the average person in terms of use of the internet and television alike.  Even though I run a globally successful digital media company does not mean that at the end of the day when I want to find entertainment or news that I only use the platform I build with.  I do watch tv (although very little) but certainly enjoy the value of broadband channels, whether they be my own, or someone elses.

I do not fit within the majority audience habits of our office, who’s average age is much less than mine (albeit I am only 35), who uses the internet as the major source for news and information.  Nor do I fit within the demo habits of my father, who uses the internet when I tell him what to watch and how.

This all being considered, who am I or any executive of a broadband network or broadcast station to assume that we know what the various specific demos want to watch and how?  Statistics and reporting provides trends of  masses, but forgets the niche and personal habits and preferences.  We all know what ASSUME means.  Whether we are talking about the Olympic games, entertainment from Vegas, or the overflowing influx of young employees into the oil and gas sector these people all have habits specific to their individuality.  Social communities like Facebook, My Space and LinkedIN have reinforced the concept of individuality in choices.  This is the beauty of the internet – watch what you want, when you want it.

This has dramatically changed how a media company can now formulate a business model and how to capitalize on it.  It creates flexibility in not worrying only about the masses but also the niches. 

Remember... a much larger part of a smaller cake is still a lot of cake. J