HyperQuake strategists recently attended the University of Cincinnati’s 2009 Marketing Summit with guest speaker Kenneth W. Lowe, Chairman, President and Chief Executive Officer, Scripps Networks Interactive.
In his discussion, “Accountability and Interactivity: The Future of Global Media,” Ken touched on how quickly the changes in television, cable and the internet have influenced marketing, even within the time he’s spent in the industry.
Referencing a report produced by Tim O’Reilly and John Battelle entitled, “Web Squared: Web 2.0 Five Years On,” the opportunities (and expectations) of the web are changing exponentially, and how Collective Intelligence, Crowdsourcing and Information Shadow are critical to how knowledge is collected, shaped and applied.
Ken also shared ways Scripps Networks Interactive have incorporated successful responses for FoodTV, HGTV and announced the rebranding of Fine Living Network to Cooking Channel in 2010.
The summit concluded with a forum discussion about digital recording devices and how they are creating hurdles and opportunities for advertising and broadcast online. Who and why would one pay for content offered online? Why does the small percentage of folks still watching advertising with DVR playback? Admittedly so, these are questions that keep Ken Lowe awake at night.
