It may be time for the National Association of Broadcasters (NAB) convention to turn to plan "B." Developments at this year’s show emphasized that the "B" in NAB should stand for more than "broadcasters." How about broadband? Or what about the "B" being for "bringing" traditional and emerging media together?
Howard Stringer, chairman/CEO of Sony Electronics’ Broadcast and Professional Company, Park Ridge, N.J., recalled that at the time of his first NAB a few years ago, the big three-CBS, NBC and ABC-collectively represented a 90 audience share. By contrast, at NAB 2000, he quipped, "we’ve gone from a ninety share to nine clicks."
Key for survival will be companies’ ability to click on all media cylinders. For example, Sony has formed a partnership with Cablevision, which is in the process of switching its customers over to Sony-manufactured digital set top boxes. Households with these boxes will be able to receive interactive programs and advertising, which would facilitate e-commerce and provide marketers with the ability to target and be responsive to the needs of consumers in individual homes. As earlier reported (SHOOT, 3/10, p. 1), ad agencies such as J. Walter Thompson, Detroit, have been experimenting in enhanced interactive television spots.
Sony president Edward Grebow related that the company is becoming a digital broadband technology firm, encompassing broadcast and other media. Underscoring this was Sony’s recent hiring of Steve Jacobs, who was formerly in charge of new media at CBS.
Prevalent in the business mix is digital television, including hi-def. At NAB, Sony introduced its HDW-F900 camcorder as well as the HDC-900/950 studio and portable cameras. The systems are designed to work in either 24 frame progressive (24P) or in 60/50 interlace. Larry Thorpe, Sony’s VP of acquistion systems, showed snippets from a prototype Budweiser commercial shot in HD. And filmmaker Wim Wenders (Wings of Desire, Buena Vista Social Club) unveiled a music video, "The Ground Beneath Her Feet," that’s linked to his latest feature, The Million Dollar Hotel. The U2 clip was shot with Sony’s advanced 24p hi-def camcorder. Wenders, who helms commercials via Orbit Productions, Hollywood, gave the system a favorable review. "I was amazed at the quality of digital images produced using Sony’s HDW-F900, and how well it intercut with the film footage shot on thirty-five millimeter," he said.
However, before heralding HD cinematography as the next all-encompassing wave, consider this week’s "Your Shot" (pg. 4) in which director Scott Gillen of bicoastal Coppos Films advocates film as the ideal medium for spotmakers to use in order to diversify into HDTV.A SHOOT STAFF REPORT
