Davide Bartolucci | founder & CEO, SHADO | Full Digital, no iron.

Dr. Drew Ordon’s creativity, a surreal pop-delirium.

Well, fantastic, during the return flight from the US, despite the struggle with uncomfortable airline logo-stamped cushion and the tiny space for my legs, I can’t stop thinking about the reassuring face of Dr. Drew Orden.

Hulu wasn’t my only media addiction on my American trip, but there was also a huge doze of regular TV, especially CBS, that reassuring monolith, which despite the digital revolution, has been around since 1927.

And it was while enjoying that special “spectacle of numerous commercials punctured by the occasional show” of American broadcasting, that I discovered “The Doctors”, an incredible programme, one of those things that makes me think that over there they really are beyond all limits.

They are presented as “America’s medical dream team” and they stage a popular show based on simple medical advice, interviews and investigations sometimes leading to melodrama, but ever-attentive to keeping the connotation of the show.

There are 4 of them, straight from a medical textbook, they are scientifically placed to represent everything necessary and what you might expect in a moment of need.

You have Dr. Sears, the reassuring stethoscope-clad paediatrician who makes us want to have kids just so we can have them treated by him; Dr. Lisa Masterson, gynaecologist and obstetrician, black but not too dark, Obama-style, and then there’s the young leader of the pack, Dr. Stork, who, judging from his toned physique could easily hail straight from “300″ or “Troy”, and whose charisma makes him the new George Clooney; he who in an emergency dash makes you think that, after all, if you have to die, isn’t it better to do so surrounded by hunks?

And my favourite, Dr. Drew Ordon, the Beverly Hills plastic surgeon, a 21st century artist who bestows joy on his patients and moments of hope and dreams on his viewers.

I love the packaging of this programme, the role of the audience both on TV and online, when they speak with the show characters via their blogs, and I especially love the surreal pop-delirium that it represents.

And so I met the four doctors one morning in New York, while I’m doing up my shoes with the TV on in the background and they are exchanging enlightened opinions in a feature on embarrassing problems that you would never tell anyone (but can do so intimately to CBS).

It is here that you reveal yourself, aristocratic Dr. Drew Ordon, you take the mic, look straight into the camera and, no longer able to hide it, you smile slightly because, yes, you really are speaking about… diarrhoea.

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This entry was written by dbartolucci, posted on November 24, 2009 at 4:37 am, filed under Branded content and tagged , , , , , , . Leave a comment or view the discussion at the permalink.

Between compulsive hulu-ing and “real Americans”

These days I am in the middle of a multicoloured trip.

Just putting the names San Francisco, Las Vegas, Los Angeles and New York in the same sentence is enough to start your head spinning, never mind what happens in the eyes of the hungry explorer who physically covers the distance between these legendary points.

Finally free from those barriers that prevent its use in Italy (a geographic restriction limits the content distribution to the USA), I’ve been devouring HULU every night, gorging on comedies, documentaries and my favourite TV series like 30ROCK with Alec Baldwin in top form…

What Ries and I are looking for is a border, whatever defines the languages of tomorrow’s TV, the rhythms and the words of an entertainment that still hasn’t come into the spotlight.
We are in the US and it is always here, inexorably, that the border of one market becomes the border of all markets.

San Francisco tells us how Silicon Valley’s importance is spreading, changing into a kind of Hollywood business metronome: every innovation changes the paradigms of fruition and content sharing. Software and platforms have also become structures for new narrations.

And then we have a bag of opinions of those who believe in new forms of distribution (Marc Whitten of Xbox, Reed Hastings of NETFLIX and Avner Ronen of Boxee), and surprise protagonists like Gary Cohen, CEO of Redbox, the American company that specialises in selling DVDs, to demonstrate how simplicity and low cost can, even in this stage of the market, re-invent business like renting physical support.

It is exactly this kind of encounter that makes me think just how much business meetings with tables heaped with blazing iPhones buzzing with applications (often bought to while away time waiting), are just one piece of the future of this market.

Yes, because there are millions of people who still have to be ushered into the digital era, who will need time before they chuck away their DVD player or start trusting the sharing of their opinions with the frenetic “status” of a social network.

Maybe more than ever in this transition phase, for those who have chosen to work in digital entertainment and create new scenarios, the time has come to remember once again that you must, above all, spot people’s emotions and respond to this age-old need, because exactly these things dictate popularity and make the business models work.

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This entry was written by dbartolucci, posted on November 19, 2009 at 2:54 am, filed under Mobility and tagged , , , , , , , . Leave a comment or view the discussion at the permalink.