Like many others in the world of oldteevee, even Jordan Levin of Generate thinks this is all about distribution and monetization. It isn’t. It’s about delivering an interactive experience and creating a true community of fans.
The internet is not an inert platform. A web site isn’t a dumb end point of distribution. Existing Pay TV and advertising models are defunct. Well, you can try and re-create them or put a new spin on them, but your days are numbered.
As for Talent becoming the scarce resource, I’m not sure on Jordan’s logic.
If you think about, talent was scarce before. It was dumbed down. It was pushed into a hierarchy that was dominated by studios and the blockbuster. The celebrities share the lions share of the wealth. The rest work in restaurants to make a living, a generalisation I know.
Generate is a new micro-studio. With more freedom they can create more niche content. They will have more flexibility to bring new talent forward, which is great
However, with zero-cost distribution and low cost of production, talent is everywhere. Controlling their own destiny. Talent is relatively more abundant than it was before, not more scarce.
Which means, the $6MM Generate raised, will not go very far. Why?
With an explosion of talent, and the tools to create and distribute, you have an explosion of content. Generate isn’t competing against the major studios to gain fans of edgy, new content. It’s competing against hundreds, thousands or actually millions of other people and groups out there.
How does Generate produce a clear signal in the noise? How do they make sure the 6 big ones creates enough success, big enough to reinvest and guarantee the continuation of the business? Too many poor performing works and they are over.