I Want My Two Dollars (Back)!

After many months of teasing and scoffing at countless fakes, Apple finally revealed the new iPod (video). While the gadget itself looks pretty slick – 16:9 screen, thin, light, and in black – the biggest leap forward here is its support of video. And I’m not talking about the music videos available via iTunes in the past, but actual content that you can throw down a couple bucks for.

For $1.99, you can download an episode of Lost or Desperate Housewives. iTunes even has some Disney content available for the kiddies. This is all well and good, but what amazes me is our affinity as consumers to purchase anything – and this anything apparently includes content that is already widely available for free. Paying for TV?

It seems Apple is betting that people will buy TV in small chunks. I’m sure their strategy is sound – afterall, the iTunes music store has sold 8.9 trillion songs and counting. But I can’t help but think of all the people that will end up buying 24 episodes of Lost for their iPod. While music can be enjoyed regularly over a period of years, the same can’t be said for television programming. It’s shelf life is much, much shorter. Because of this, I envision a future army of people screaming at Steve Jobs much like that paperboy screamed at Lane Meyer, “I want my two dollars” (back)!

By Chad Norman

Chad is a marketing and branding strategist, proven leader, speaker, founder, and author. As COO of Catch Talent, he leads day-to-day operations including finance, human resources, marketing, and communications, as well as directs all employer brand client deliverables. Prior to Catch, Chad was VP of Marketing & Communication at SPARC, he served on the senior leadership team and lead marketing and communication strategy across all products and services. At Blackbaud, the leading provider of nonprofit technology solutions, Chad managed digital marketing and online training teams. In 2016, Chad founded DisruptHR Charleston, a bi-annual gathering of HR professionals for a night of networking and Ignite talks. His book, 101 Social Media Tactics for Nonprofits: A Field Guide, was published by Wiley in February 2012. Chad has presented at dozens of industry events including SXSW, SHRM, DisruptHR, IHRIM, NTC, DMA, AFP, and BBCON and has lectured at Wake Forest University, Indiana University, University of Michigan, College of Charleston, and The Citadel.

Leave a comment

Your email address will not be published. Required fields are marked *