Pat Widder’s recent article, “Startling visions for TV,” revealed visions that were both startling and disappointing. Widder quoted TCI Chairman John Malone repeatedly about the “markets” waiting to be hooked up and invaded.
Malone said a changing world would see a shift of power. But the television revolution that he later heralded concerned the implications for advertising. Home shopping could bring me a tape of “Home Alone” and two T-shirts for $29.95. Wow!
“Shopping is where it is happening,” said FCC Commissioner Ervin Duggan. Visionaries might like to think interactive television will develop and be used for education and medicine, reported Widder.
If the future of television rests in the collective hands of those who view new technologies as a way to just move merchandise, then the future of television is out of focus.
The “market” America’s televisionaries should address first is education. It is underserved; it is in need and it is vital in preparing the future workforce. If people are educated they can find jobs. If they have jobs, they can buy the latest hot item on Channel 347. First things first.
The opportunities to educate via television are limitless. Let’s chart television’s future from that base. For if we do, the likelihood of television reaching its potential will truly be startling.
