By making sure that we’re able to leverage our assets to create brands, we’re able to make people’s time more valuable. However high-tech the world gets, we can’t lose sight of the fact that we’ve got to enhance the consumer’s disposable time and make it more enjoyable. That’s the new paradigm for success.
Predictor: Sassa, Scott
Prediction, in context:In a 1995 article for Wired magazine, David Kline interviews Scott Sassa president of Turner Entertainment Group. Kline quotes Sassa saying: ”Soon there’s going to be so much information, so much entertainment, and so much choice out there, how does a show break through? How does it stand out from all the others? [Branding?] You got it. Why do Disney animated movies do better than anybody else’s? First, because they’re great. And second, because we’ve come to know and trust the Disney animated-movie brand. That’s the value added. I mean, what’s the scarce commodity of the ’90s? Time. In the ’80s, it was capital formation. Now it’s time. With all the new choices, who has the time to watch everything, go to every movie? So, by making sure that we’re able to leverage our assets to create brands, we’re able to make people’s time more valuable. However high-tech the world gets, we can’t lose sight of the fact that we’ve got to enhance the consumer’s disposable time and make it more enjoyable. That’s the new paradigm for success.”
Date of prediction: January 1, 1995
Topic of prediction: Economic structures
Subtopic: General
Name of publication: Wired
Title, headline, chapter name: Savvy Sassa: If Mass Media is Obsolete, and Pointcasting is the Future of Media, Why Would Anyone in Their Right Mind Want to Buy a Broadcast Network? (Or What Does Turner Entertainment’s Wunderkind President Scott Sassa Know That You Don’t?)
Quote Type: Direct quote
Page number or URL of document at time of study:
http://www.wired.com/wired/archive/3.03/sassa_pr.html
This data was logged into the Elon/Pew Predictions Database by: Anderson, Janna Quitney