Twenty Minutes Into the Future, Part One: Live and Direct – Free Line 7/01/09
Anyone who lived through the late 1980’s ought to remember Max Headroom, the hyperactive, pseudo-CGI “head in the box” portrayed by actor Matt Frewer. The Max Headroom character was everywhere in those days, from music videos to ads for Coca-Cola and seemingly everything in between. What many people don’t remember, however, is the science fiction program that bared the character’s name. This was not the lovable, wacky Max that called Cinemax and England’s Channel 4 home. This Max exists in a world where the major television networks are in charge. Because of this, such every day items as the off switch and the mute button are deemed to be illegal. Televisions are everywhere, including bathrooms and junk yards. Simply put, no one could ever escape the grip of the mass media, and the people like it that way.
Working within the confines of this odd, “Network-meets-The Matrix” world is Edison Carter (also portrayed by Matt Frewer), ace reporter for the highly-rated Network 23 and the “basis” for Max Headroom. It is his mission to bring his viewers the truth, no matter the situation. In the show’s fourteen episodes, Emerson and company does everything from thwart a sentient supercomputer to blowing the lid off of a dangerous subliminal advertising scheme run by Bill Maher, using nothing more than quick thinking and a heaping helping of brutal honesty. The viewer, both physically in the show and otherwise, are constantly reminded that the world is a better place thanks to people like Emerson Carter and his “computerized” alter ego. As long as there are people fighting for the truth, there really is nothing to worry about.
In many ways, we are approaching this basic existence, only with a different concept serving as our vice. Instead of thriving on a flashing picture, we are addicted to information. I don’t just mean the “TMZ/Perez Hilton” style celebrity gossip columns. I mean anything. Pick your topic — President Obama, professional wrestling, U2 — and I bet there is someone, somewhere talking, tweeting, or blogging about it at this very moment. We need to know about what is going on, and we need to know it now. Take the recent “best of seven” series between the Los Angeles Lakers and the Orlando Magic for example. Five years ago, we would have had to wait two to three days to hear former Laker Shaquille O’Neal talk about his former team. Thanks to Twitter, we heard it minutes after the Lakers cliched the NBA title. It doesn’t take a rocket scientist to know that this kind of “instant feedback” can become addictive.
Now despite what some might be thinking, things really aren’t all that dire. Our world isn’t based upon the idea of two-way television sets or networks that can make commercials so compact that they make people’s heads literally explode. We’re simply talking about the delivery of information, not a re-creation of 1984. It’s human nature to want to know what is going on around us. Exploiting that desire, on the other hand, is something else entirely. It all comes down to priorities. Those who put more effort into their advertising than their content are more likely to alienate their audiences than the people who put their “product” front and center. By ignoring the very thing that got you into this very situation to begin with, the writer/blogger/YouTube “star” is actually sending a message that your fan base’s mouse click means more than their physical presence. Who cares if the content is good nor not? You clicked the link. It’s your loss.
While it might seem like a good idea now, turning your audience into a group of mind-numbed automatons randomly clicking things will not help you become a success in the long run. The trick, if you want to call it that, is to adopt what I like to call the “Edison Carter” approach to content creation and maintenance. It all breaks down to three basic principles:
- Your users are more than just a group of random mice clicking a white box. They’re people. Your people. Always keep that in mind when developing your content.
- Stay genuine to your cause.
- Stay open to the needs and concerns of your user base.
Do this, and the world just might become a better place. If you don’t, well … let’s just say living in an “off switch-free world” is not anyone’s idea of a good time. Be sure to come back tomorrow for part two of our three part series. Until then, this is Brad Fallon signing off for Network 23 the Free Line.











