Electronic Retailer - May 2011 - 33

People Don’t Know How to Watch Television!
People definitely believe much more of what they see on television is true than actually is – which is the most striking reason for drastic and immediate education. This fact is not going to go away with more regulations. Producers are human, which means evolutionary and resourceful. Marketers keep coming up with newer, more effective and accessible ways to enhance their products and avoid limitation. In order to become EFFECTIVE VIEWERS and intelligently process TV content, it’s crucial that we combine forces with the government to help people develop knowledge, taste, understanding and sensitivity to the enormous influence – conscious and unconscious – of television. We need to give society the tools to understand what they see on television because – as ludicrous as it seems – it’s painfully evident that currently they do not.

People definitely believe much more of what they see on television is true than actually is – which is the biggest proof of the drastic and immediate need for education.
There is no question but that we as a society are not living up to this fundamental requirement. I have two kids in high school now, and they would be much better served taking a few less foreign language classes in favor of some serious education about world media. Bottom line: It takes an industry with the power and resources we have, working with government, to accomplish this goal, and we would richly benefit. We need to enact programs to “educate” the public now. This is the only real, effective remedy to the situation. It will, sooner or later, become reality. It’s just a question of how long we want to continue trying to keep up with an industry and medium advancing so quickly that our only means of regulation is limitation. It’s up to every Direct Marketer to responsibly take a position on how we best serve the public and our own business interests. Our industry, our people, and our ever shrinking world, demands we do this now. Neil Gordon is President of Better D.R.T.V. in Los Angeles. Contact Gordon at (310) 860-1171 or neilg@betterdrtv. com.

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May 2011 | electronicRETAILER

4/19/11 7:36:03 PM

Electronic Retailer - May 2011

Table of Contents for the Digital Edition of Electronic Retailer - May 2011