Ultra HD Will ‘Fail’ Without ‘Consistent’ Messaging, Says Warner’s Sanders
UltraHD messaging needs to be consistent, said Warner Home Entertainment President Ron Sanders. That has been challenging at the Digital Entertainment Group that he chairs, Sanders said in Campbell, California, at a Society of Motion Picture and TV Engineers conference.…
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It's almost like “herding cats,” he said. The “good news for our industry” is that all studios meet “regularly” under DEG, he said. “Everybody wants to have a consistent message. The problem is, they all want their own message to be the message. So we have to give up a little of what we want in order to get the greater good.” Consumers like streaming content on their smartphone, "so we also have to be able to deliver that content to that device in a format that is relevant to that screen. That’s the complexity," he said. Content executives like Sanders “don’t want to have what happened in the music business happen to us,” he said. “We want to provide business models that don’t force an all-you-can-eat model” on consumers “if they don’t want it,” he said. "Are they going to be consuming it on a flat-screen television or all the way down to a smartphone? We have to make our content relevant to all of them.” The “good news” is that “we’re seeing an expansion in consumer demand for the content that we do,” he said.