5 Reasons Associations are Hardwired for Web TV Success – A Glimpse into the Future of Association TV

January 30, 2014 at 3:07 pm Leave a comment

By StuarSM_12-4-12_edited-2t Meyer

As a primer for this article, I encourage you to watch the short two-minute video below which gives you a glimpse into the future of association TV.

If CNN, NBC or ABC walked into your office today and said they want you to create a compelling TV channel around your association, what would it look like?  What types of programs would you find there?

How about that, you’re already thinking beyond YouTube.

In my years as an association executive, TV coverage in any form was always the highly sought-after pinnacle of our public relations strategies.  From satellite media tours to opening up dialogue with producers of the Showtime original series Nurse Jackie, I experienced the full spectrum.

The challenge of achieving TV coverage always resided in the fact that coverage was scarce, short-lived, imprecise in reaching your target audiences and usually fairly expensive to capture the attention of networks.  When we did finally line up media coverage it was usually limited to research or governmental affairs objectives.

I’ve always envisioned the infinite possibilities presented by a scenario in which associations had their own TV network comprised of targeted channels and programming content.  If we can’t get members and stakeholders to our association in person, it would be the next best thing.

Why?  Simply put, compelling TV and film takes you there with minimal effort required.  As producers, we serve as your guides on that journey and ensure we make stops at all the key story points along the way.  Soon, you’re forming bonds and relationships with these subjects on the screen who have welcomed you into their lives.

The mistake so many associations have made when it comes to video strategy is the mistaken belief that anyone who has a camera in their hands is a producer.  I believe a camera is like an instrument and producing compelling video-based media storytelling, not to mention episodic series and feature-length programming, is an art.  Just because one goes to the art store to buy a canvass, paints and brushes does not mean they are about to paint a masterpiece.

Fear not, it’s all a part of or the evolutionary media and communications continuum.  As for association TV networks, the opportunity is already here thanks in part to high-speed internet streaming distribution, mobility, audience behavior, incredibly robust video platforms, an abundance of creative talent and a big reduction in the cost of the technologies and equipment required to produce high quality programming.

Chances are your association is more prepared than you think.  Here’s five reasons why:

1) BUILT-IN START-UP AUDIENCE:  Associations already have a base membership which provides an audience foundation to build open, which ultimately can reach well beyond the walls of the organization.

2) SPONSORS:  Associations already have sponsors who provide financial support in exchange for positioning, promotional and other opportunities to be aligned with the organization and its members.  These same sponsors become a funding basis for web TV network and programming efforts.

3)  STORIES & CONTENT:  From member stories and public figures to an abundance of educational, research and networking-oriented content, associations have the building blocks for web TV content and programming.

4)  EXISTING COMMUNICATIONS INFRASTRUCTURE:  Marketing and promotion is a significant key to success in the TV and film industry.  Associations already have the marketing, communications, publishing and PR infrastructure to ensure it’s TV network reaches members on all levels through both promotion and integrated TV content within existing communication vehicles.

5)  A VITAL NEED TO FIND NEW WAYS TO DEEPEN ENGAGEMENT & SENTIMENT: 
Never has there been a time when it was more important for associations to elevate its visibility in creative and compelling new ways.  Today, we live in a literal ocean of information, networking options and subject-matter “authorities”.  The key to the future of associations it finding ways to rise above the noise and web TV is that vehicle.

Start the dialogue today, plan a board education session, initiate creative planning… do whatever you can to take the next step.

With 14 years of association experience matched by a lifetime of creativity in music and film, Stuart Meyer is President and Founder of Social Frequency Media Communications.  He can be reached by clicking here

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Entry filed under: Innovation, Video and Web TV. Tags: , , , , , , , , , , , , , .

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