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4. Broadcast TV and cable are not going away, but more and more high-quality programs will make their first appearance on the web. Corollary: Making sufficient money to support high-quality programming via web distribution won’t happen in 2015. Use the web to build an audience, then leverage that audience either via web-based subscription, or traditional cable and broadcast distribution. Provided you’ve got the money to fund the start-up, the web is a great programming test bed. 5. The line between production and post- production will continue to blur. Companies will increasing seek to provide both production and post services through acquisition and expansion. Corollary: Small companies are more likely to survive than big ones because they can respond faster to industry changes. 6. Industry change will continue to accelerate. Manufacturers are desperately afraid they will miss on the “Next Big Thing.” Except, they don’t know what it is until it’s here. So, to be safe, they are moving in all directions at once. This means you need to plan on faster obsolescence of core products. It isn’t that your tools will stop working. Just the opposite, in fact. Gear will last longer than ever. But the rate of change will obsolete the technology long before the equipment itself stops working mechanically. 7. A major developer of video editing software - who’s name begins with an “A” - will release a major new upgrade during 2015. OK, so that’s a gimme. But there’s been a lot of hand-wringing this year that [insert name of company here] is giving up on the market because they haven’t updated [insert name of software here] for the last two weeks. Development takes time. Much though we would like major updates to our software every week, that just isn’t possible. Currently, Apple, Adobe, and Avid are all releasing major updates several times a year. That amazing track record is faster than anything we’ve seen before. I expect the rate of change in key media software will continue to accelerate. The key point I want to make is that everything we didn’t like about 2014 is about to get worse in 2015. On the other hand, everything we liked about 2014 will probably continue. As media professionals, we have two options: give up or gear up. If you are someone who is most comfortable when everything around them is stable and steady, then media is the wrong industry to be in right now. Because “stable” is a word that no longer applies to our industry. Survival rests in constant learning, constant marketing, constantly seeking new ways to do things. The key is to bring your clients along with you. Enable them to keep up with the market and their customers and they’ll provide you the money you need to continue to grow and learn. Increasingly, media is a team sport – the industry is too vast for one person, even one company, to track accurately. Our industry has long been one of relationships and partnerships. That has never been more true than today. Partner with people who know what you don’t. That way, you both learn from each other. 2014 was an amazing year – both good and bad. I fully expect 2015 to be the same – only more so. KITPLUS - THE TV-BAY MAGAZINE: ISSUE 97 JANUARY 2015 | 49