Our philosophy - communicators not technologists

All around the world, the media industry is panicking.  Newspaper circulation is in decline and some of leading newspapers have actually closed.  Television viewing is down as audiences migrate to the Internet. 

But in just about every country, online video viewing is increasing.  And more people are using social media.  Even more people are launching their own blogs, podcasts and magazine sites.

Competition against traditional media power houses is coming from everywhere – anyone can publish a website that offers audio, video and text.

Fundamental shifts taking place

The media world is going through a process which we call “media-morphosis”.  It is changing from a world where three independent mediums co-existed to one where there is just one medium. 

And this new medium has a chameleon quality because it can morph from computer screen to cell phone screen.  It draws together audio, video, text and other storytelling tools which were formerly independent mediums.  Now they’re methods on the new medium.

As audio, video and text converge in the new medium, the Web, they lose the status of medium and become methods of communication.  This sounds simple but has profound implications on the psychology of web communication.

We explain this process in our Interventus Model.  Part of the shift taking place today as we move into a post-industrial mindset is the separation of the message from the medium. 

We see ourselves as communicators

This was unthinkable years ago when the newspaper story was wrapped in the tangible notion of ink on paper.  Where audiences saw their favorite TV series bonded to the screen.

At Talkshow Media, we don’t see ourselves as videographers, audio producers or writers.  Sure, we do these well but they are subsets of the new communication, not the whole job.  We see ourselves as communicators.

As communicators, we focus first on message and then work out the best strategy for making that message come alive in the minds of our communication partners. 

Video is good for certain types of messages but ineffective for others.  While audio works well for other types of messages. 

The traditional method was to do everything as video or everything as text because each medium only allowed one method of communication.  Today, the new medium of the Web allows you to choose whatever method best works for you.

The Interventus model is all about using the best method for the message and context.