Meet
the Flipsters
Conversations
on the Bridge |
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A Conversation with Lee deBoer
(The complete Flip interview, with only minor edits,
not found in the book)
Lee deBoer is a renowned cable pioneer and chairman
of the mind, body, spirit cable network LIME Media.
Many have claimed that the rise of the Internet would
do to cable what the rise of cable did to broadcast
television. And yet most cable companies have allied
themselves with the Internet, as access providers,
and appear to be thriving. Has this “competition”
been successfully converted to a win/win situation?
Lee states that “the amazing adoption rate of
the Internet and its technologies has put us in touch
with more relevant (and irrelevant) content. The Web
has allowed people around the world to get involved
in online communities and interest groups that are
connecting us in unforeseen and valuable ways. New
technologies will accelerate an even faster and deeper
experience. Clearly, the interactive and democratic
nature of the Internet allows it to do many things
that cable – as a primarily broadcast medium
– cannot.
“There are certainly some fundamental parallels
between the growth of the Internet in the last few
years and the growth of cable two decades earlier.
First, there is the move from broadcasting to narrow-casting
of content. Then there is the move from a limited
channel selection to limitless selection. But clearly
it’s a different jump, both quantitatively and
qualitatively, when going from straightforward television
reception – even in cable today – to what’s
most likely around the corner on broadband over the
Internet. The change is more revolutionary than evolutionary.
“So far, one of the Internet’s biggest
attractions has also been one of its biggest commercial
challenges – people are willing to pay for Internet
access, but they tend to want all of the content to
be free. However, I think we’ll start seeing
more openness to paid content subscriptions. iTunes
has begun chipping away at that wall. People have
been buying things on the Web for awhile now, but
primarily tangible things that arrive a few days later
in the purchaser’s mailbox. Just as Amazon has
often been held up – and emulated – as
the model for successful retailing via the Web, I
believe that iTunes is emerging as a model for successful
selling of intangible content. The last word has yet
to be written about competition and cooperation between
cable broadcasting and the Internet.”
We asked Lee if he sees more programming –
and advertising – being targeted at Flipsters.
“You say ‘Flipster’ like it’s
one defined market,” responds Lee. “But
as you know, there are myriad ways to flip –
almost as many as there are Flipsters. It’s
been difficult to identify a single group with clear
edges, one that could easily be quantified. We’re
probably talking more of a psychographic target than
we are a demographic, at least in the traditional
sense.
“For example, for quite some time now, people
have been examining their lives more closely, trying
to live them in a manner that’s not only more
sustainable, but also more holistic and conscious.
This phenomenon has grown in recent years, and it
certainly has our attention. But it’s always
been a challenge – and probably will continue
to be a challenge – to identify specific market
segments or to clearly demarcate the similarities
and differences among members.
“One of LIME’s traditional focuses has
been alternative health programming,” mused
Lee. “At that high level, one might expect to
see a more geographically balanced audience than with
a specific topic like yoga programming. Likewise,
environmentally focused content might have a broader
age or geographic distribution than something more
specific like organic nutrition. Other topics might
have more of an urban or rural appeal. You begin to
see the challenges in targeting the programming and
advertising.
“Here’s what I do know: I know it’s
a smarter customer. It’s a consumer who tends
to be better educated and wants to make more informed
life choices. It’s a valuable customer. And
it doesn’t necessarily have to bring with it
any particular income profile. But it certainly might
have an attractive profile… such as thought
leader, for example. So it’s a customer that
would be of interest to a variety of broadcasting
and marketing plans.
We asked Lee to give some examples of how his own
cable company, LIME, might address Flipsters in the
future. “We talk about a greener and healthier
lifestyle. I think our primary angle would be on holistic
health practices and perhaps complimentary integrative
medicine, though I don’t think our focus is
going to be disproportionate to conventional health
practices and treatments. Balance is key to our programming.
“Balance will also be key in who we target
– in the sense of where people are along the
bridge. We certainly want to have connections and
bring value to those who have already flipped. But
we’re also hoping to really bring the attitude
to newcomers considering changes in their lifestyles
or open to new and balanced ways to live. We want
to show what people are doing – without excessive
judgment – just ‘Here’s what people
are up to, and here’s what people are thinking
about.’ We want to encourage conversation, whether
it be about health or lifestyles or eco-travel. Sustainability,
in general, is a big focus for us. So is finding balance.
We want to be inclusive, rather than exclusive or
reclusive. We’d like to put a lot of possibilities
in front of viewers as they are considering changes
and making choices: ‘Here’s another perspective
to consider.’”
Finally, we asked Lee about competition for Flipster
viewers, be it from other cable programmers or the
Internet. Lee was confident: “My philosophy
is that if we attract some competition, we’ll
know for sure that our audiences and other constituents
are responding favorably. I look forward to that.
If LIME turned out to be The Lone Ranger, it might
mean we had boarded the wrong train. I don’t
think that will be the case. I believe that our ultimate
success will boil down to, week-in-and-week-out, how
much value we bring our customers and how much we’re
allowing the community to not only communicate with
each other but also get access to the ideas and products
they need. I’m an optimist. Bring it on!”
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The Flip, by Jared Rosen and David Rippe, illuminates
a clear path to a vibrant enlightened world where
millions of people already live and thrive. It describes
in vivid detail and real examples evidence of an upside
down world in decay and a Right Side Up world of authentic
beings bright with possibility.
The Flip is an owner’s manual for the twenty-first
century full of insights, conversations with recognized
experts, thought leaders, and visionaries, and actionable
exercises and tips you can use to begin your own personal
flip.
To read more about The Flip
and additional interviews from other luminaries, experts
and bestselling authors, please visit www.theflip.net
The Flip is available at your
local bookstore or online at
Amazon.com, Barnes
& Noble, Joseph-Beth,
and Borders.
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