We live an age of Why. Equipped with so many means of precise measurement -- polls, statistics, DNA, Genome Profiles -- we feel we've reached that point in human history when we can at last ask and answer all the Why's which have bedevilled us from the beginning. But can we...?
At one time we gathered around tribal fires to listen to shamans, or we studied entrails and tea leaves, or we asked Delphic oracles and prayed to our nature gods. Today's western intelligentsia have proudly stepped beyond such primitiveness. And so today we have research reports, master plans and white papers. If the last refuge of a fool is the flag, the final refuge of the frightened is a footnote.
One industry especially devoted to research is the entertainment industry. They gamble big bucks in Hollywood and on the networks to chart and graph our every dollar-packed whim. Why do we like this? why will we pay to see that? why are we laughing and crying and buying the way we are?
TV executives have paid large sums for large surveys to anticipate audience taste. At one time it was the variety show...then the western...then the family sitcom...then the non-family sitcom...now the reality show. But if you examine this year's broadcast schedule it seems the once-dismissed sitcom and other comedy genre are back big time. NBC is even gambling that two straight hours of Leno and O'Brien every night will garner big audiences for cheap bucks.
The thing is, perhaps all the exotic audience research really comes down to this simple hunch -- there are natural cycles in taste. From ties to television! So maybe it's just comedy's time again. No exact cause or reason or explanation. Taste just is what it is, and those who can smell and intuit it best, succeed the best.
There is the story of the pricey researcher who explained to the board of his dog food company why the packaging, promotion and merchandising of their new product had been thoroughly tested."So why isn't the stuff selling," demanded the CEO. The researcher reflected: "But we've analyzed every facet of the program, and it plays out perfectly." At which point one lowly sales rep whispered: "Except the taste. Dogs just don't like it..."
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Realizing that "American Idol" is, or was, #1 viewed TV show, what does that tell the Execs? Thankfully they haven't gone to extremes with it's influence, demographics-wise. As to Hollywood and movies, no comment.
ReplyDeleteYeah, Jerry, TV taste today is unbelievably unbelievable! I collect old-time-radio shows, and even my kids agree -- there was a lot of quality writing in those days that today has simply turned into flashy violence, sex and silliness.
ReplyDeleteBy the way they're having another St Angela Reunion Luncheon. I can't make it, but I've been gladly writing some memories for their anniversary book. For me those were sweet sweet days...