The first testing and approbation month of my company’s product is over.

I’ve run more than 50 meetings within this period and met with representatives of various TV companies, providers and advertisement agencies. As well got a substantial feedback regarding the product and understanding of the situation in multi-media market (in the broadest sense of the word) in Ukraine.

In this blog I’d like to share some thoughts that disturb me:

So, let’s start with the most essential, in particular, people.

Probably, I was too naive to believe in absence of “#justsurvived”, “#sincerenonprofessionals”, “disagreebutresigned” in the industry while the market shows such a high level of competition among TV channels as well as providers.

I met people, no, it’s better call them, officials whose functions are “to attract more and more audience (viewers, subscribers, followers) using the product (TV channel or package of TV channels) through increasing the product appeal”. However, they are not engage in augmenting of the audience and implement no changes at all.

I’ll try to compare and interpret my thoughts with military terms. Such people do not work out directions of their acts to acquire new territory. They also do not build any defense of their own boundaries. Consequently, they do not conduct any research of state and weak points of their opponents. Use of all possible technical measures and tools is the absolute nonsense for them.

Such people think that the most appropriate behavior is to go deeper into every day routine without raising their heads and turning around. It looks like they are soldiers in the full height trench with 20х40 embrasure.  They shoot only those opponents appearing (mostly random) in front of the embrasure, make GRP marks on the gunstocks and grumble for bullets (read “money) from their “patrons”.

I will continue to use military terms to pay attention at the fact that such “defenders’ acts of valor” with regards to their “firing points” could be justified if they do it within any global strategy.

Unfortunately, no signs of the plan or strategy are seen. The trenches are chaotic and look alike, soldiers consider everyone outside the trench as enemy. From time to time, such soldiers call for their colleagues from neighboring trench just to adjust scopes.

I have to confess that my belief wavered and now I don’t consider that all people from the industry of creating and broadcasting media products are creative thinkers and look constantly for new possibilities to widen the audience for their product.

Surely, there are professionals, along with people mentioned above, who have much more wide perspective.

They do build and adjust their positions in accordance with changing environment. They are those who don’t stop monitoring and implementing innovative tools to detect threats and mapping the territory.

But I was really confused that these persons decreased in their number. Paradox! Number of providers and TV companies increases but number of active professionals reduces.

I was definitely surprised that innovators lose their interest to lead TV industry, move to internet area and give their places to TV administrators.

Administrators, in their turn, have no wish to change something. As their main goal is to keep the system safe. The system which has already been built (before they came) and remains clear for them. Just because they have been acknowledged with it for a long period of time.

The Earth has been considered flat not for a year or dozens of years just because of such system of administrators which keep traditional thinking of any country or period of time.

Does the administrator have time to study and evaluate innovations which can ruin established mind-set?

Off course, he doesn’t.

I have written this text not to tell that “all is lost” but to make those “soldiers from trenches” to raise their heads above the top for a while and turn around. May they will see that their trench is far from the battle line and they should change their location.

I call you not to refuse a given compass just because you already have a map which shows your place in the Gaussian system. First, it will help you to define your reference point. Second, it will help you to find out whether your direction is right. However, it depends on your desire to move ahead. By the way, if you still think that the song “Move on” is still performed by АВВА or even No doubt you definitely need to move ahead. In the modern world this song is performed by ATB feat. JanSoon (and it accounts for 4.1 million reviews in Youtube).

I hope long deliberations weren’t for you tiresome. I believe you accept them as a kind of motivation to try and test new BigDataRating as the tool which shows a direction of your further moves. I’d like to make accent on the words “as the tool” but not “as the general equivalent of global (in terms of Ukraine) advertising currency”.

If my thoughts were interesting for you wait for Part 2 on June 12.