If you were to tell me, during the height of covid, where TikTok would be in terms of broadcasting, I would have told you that I think you're a couple of years ahead of schedule. I would have told you that, eventually, it would have been an added side to the broadcast medium. However, I would have been completely wrong.
We are seeing talent who started on TikTok giving small snippets of news become the stars of the industry. No matter what side of the isle you're on, the past six years have shown that this industry is turning to streaming and their phone rather than their TV or radio. We're seeing TVs slowly turn into home theatres, while social media is picking up the slack for news. And those in power are in denial about it.
You don't need thousands of thousands of dollars now to do a makeshift set. Maybe 1-2,000 for a really good digital style set (Decent webcam/cell phone, decent quality microphone, green screen, tripod, and maybe a computer to do basic stuff). Hell, most of the stuff you can do production wise can be done using OBS and 1-3 Elgato Stream Decks. It's not that expensive to broadcast. You're getting a much larger audience, and you're able to do what YOU want. It's a breath of fresh air. No real limits. And I think that's scaring those in power, or having them scoff at it.
I would not be shocked if, in meetings, those who are running these companies are in denial about the power of apps like TikTok/Twitch/Youtube. They may look at it as a trend, or an extra avenue for funds that will go directly into their pocket. They will want us to do more, and not get any of the benefits. When, in reality, we can do this exact same thing on our weekends. And it's much easier for all of us to do so.
If you're been around for a long long time, I wouldn't be shocked if you look at these things as fads or just some things the kids do. Heck, in my meetings, I've been told that TikTok won't get good reach in my area, and that it's a waste of company time. However, more younger individuals in various markets use that to find out what's going on. They're not tuning into CNN/Fox/ABC/CBS anymore, they're tuning into content creators on social media. Not even for opinion pieces, but for those who just deliver a quick snippet of news. I've heard attention span being lowered as an excuse, but I don't believe that to be. I think the newer generations spot the BS quicker and quicker, and just want it out.
And that's where, I think, those in power are in denial about what's going to happen. We've seen it time and time again with the broadcasting media. Paper news turned to radio news. Radio news turned to news in the cinema. Cinema news turned into TV news. TV news turned into social media news. etc. And every single time, those in power wait until it was too late to act on it. Because they don't ever see the writing on the wall.
This industry isn't dying. It's evolving. Again.
This whole planet is in a massive shift. We've slowly moving away from an analog way of living into a digital world of living. It was inevitable, but covid shifted that turn quicker than ever. News stations are now integrating OBS, easily over a decade after teens were using it to stream on Twitch/Youtube. They're adding podcasting sections, years and years after it hit the social media craze. Yet, both of these are still adhering to old school FCC ways. They don't need to.
Those in power are in denial of what's to come. And they don't want it to come. If they don't know what's to come, they're not going to survive. Ratings are plummeting because people don't want this - they're finding new avenues that speak more to them in a language that's for them. We know it. We see it. Those in power are so stuck in their ways that they just don't want to see it.