My favorite modern marketer and lexicographer, Faris Yakob, uses the word “recombinant” a lot in his work and it’s a word I love. His thesis is that everything is old and that what is new is just repackaging and/or a recombination of existing borrowed things.
The new network television schedule launching tonight reminds me of Mr. Yakob’s theory. More cop shows, medical shows, a sitcom or two depicting likeable middle ‘mericans. But nothing really innovative. The last innovation, if you don’t count cable using the word “dick” was probably reality TV, now accounting for 2 out of every 10 shows. Program-wise everything is so stale. Oh, we can text message and affect outcomes, but that’s a little 4th grade don’t you think?
We need some recombination here. Mix a little Steven Colbert with 60 Minutes or NFL Pregame with America’s Most Wanted. How about recombining House with Jersey Shore. Better yet, why doesn’t network TV go beyond recombination and just innovate completely. The answer I trust lies somewhere at the nexus of consumer generated video, geolocation, gaming with a dash of celebrity. The next big thing is out there and programmers with the vision to break the mold will reap the rewards. Come on networks, hire Mr. Yakob for a month. Peace!