Gillmor Gang: Work in Progress

Reflections on Storytelling and the Evolving Media Landscape

Numerous acquaintances, and occasionally family members, have prompted me to share anecdotes from my experiences within the comedy, music, and technology sectors. For a long time, I resisted these suggestions. However, recent events – specifically the ongoing Pandemic and the anticipation of becoming a grandfather – have led me to reconsider. My wife’s dedication to tracing our family history has highlighted the fragility of memories and narratives; stories are easily lost as time passes and connections fade.

The Rise of Streaming and Apple TV+

The second season of “The Morning Show” debuted on Apple TV+ coinciding with the transition of our subscription from a complimentary offering with a new iPhone to a monthly fee of $4.99. The initial season garnered attention for its insightful portrayal of the broadcast television news industry. The production quality was notably high, echoing the meticulous approach seen in “The West Wing’s” depiction of Washington politics.

A Comparison to Early Premium Television

For me, Apple TV+ represents a significant evolution, much like the launch of CNN in 1980 or the growth of HBO from the experimental Z Channel. I recall being housesitting in Malibu when David Sanborn unexpectedly arrived, having come to town to contribute to a Pure Prairie League recording at The Band’s Shangri-La studio.

Connections and the Z Channel Experience

I had first encountered Sanborn in 1973, when he performed on the soundtrack for the Firesign Theatre’s “TV Or Not TV.” I oversaw the production of the record and directed a stage adaptation that culminated in a performance at a Columbia Records event in Los Angeles. George Harrison, among other guests, greeted us with a quote from the Firesign Theatre’s debut album: “Civilization Ho.”

A Creative Hub on Broad Beach

Following the Pure Prairie League session, Sanborn rented a house nearby on Broad Beach. This location quickly became a gathering place for individuals like Gary Busey, Richard Manuel of The Band, and Marcus Miller, a frequent collaborator with Sanborn. Miller would often travel from touring with Miles Davis to compose new material using a PortaStudio and MiniMoog I had installed in the living room.

The Birth of a New Viewing Paradigm

The Z Channel offered a pioneering approach to premium television, showcasing several films each month in rotating schedules. Busey, known for his improvisational skills honed on a local Tulsa TV station, possessed a unique talent for comedic commentary on whatever was airing. The Z Channel fostered an environment where repeated viewings of films like “1942” were transformed into hilarious experiences, often leaving viewers in fits of laughter. This dynamic suggested a shift in how improvisation intersected with the Hollywood release system, ultimately contributing to the rise of HBO.

From HBO to the Streaming Revolution

HBO’s success paved the way for streaming television, with groundbreaking series like “The Sopranos” and “Game of Thrones” popularizing the binge-watching model that propelled Netflix to prominence. This period of economic upheaval led to the fragmentation of traditional television networks and a realignment of studio production around the demands of streaming services and subscriptions. Data became the primary currency, and the Pandemic accelerated the emergence of a new economic landscape.

Returning to Roots and Observing the Changes

After a prolonged period at home, we traveled to our bungalow in South Carolina. Our children spent their formative years there before we relocated to the Bay Area as the tech publishing industry underwent significant changes. Software transitioned to a service-based model, and mobile devices became the dominant platform. Blogs and podcasts evolved into streaming and social media, with current investments focused on the creator economy – newsletters and live audio formats.

The Creator Economy and Subscription Models

These developments have not escaped the attention of established media companies. Substack’s efforts to establish a viable subscription model for writers and influencers have yielded mixed results. Kara Swisher, for example, has moved her newsletter behind the New York Times’ paywall and is actively engaging with audiences through Twitter Spaces. The anticipated addition of a recording/replay feature to Twitter Spaces will further blur the lines between live audio and podcasting.

Rachel Maddow and Jim Cramer's Strategies

This evolution is influencing the strategies of figures like Rachel Maddow, who is integrating her daily show with podcast-based projects. CNBC’s Jim Cramer is also exploring similar avenues, as discussed on a recent episode of the Gang.

Apple's Unique Approach to Streaming

Frank Radice:

Brent Leary suggests Cramer is capitalizing on opportunities created by the Epic lawsuit, but regardless of the outcome, we are witnessing a transition from cable (CNN) to PayTV (Z Channel) to the subscription economy. Apple TV+ is challenging the dominance of Netflix, Amazon, Disney, Hulu, HBO Max, and Paramount+. Apple is differentiating itself by undercutting the price of streaming dongles like Amazon Firestick and partnering with smart TV manufacturers like Roku.

A Blend of Quality and Innovation

While AppleTV hardware is premium, it’s priced competitively. The key is that AppleTV+ offers a bargain price point coupled with exclusive content. They’ve effectively countered HBO Max’s strategy of integrating a premium cable service with streaming, and are challenging Netflix’s volume-based approach. The Pandemic disrupted production, forcing streamers to acquire content from Europe and Scandinavia.

The Future of Television

Instead, we find ourselves immersed in the AppleTV+ ecosystem. With its methodical approach, Apple is extending its platform to disrupt the broadcast linear markets. The recent Emmy nominations reflected this shift, with network TV shows largely absent and HBO Max’s “Hacks” taking center stage. The landscape has fundamentally changed.

We are now watching “Ted Lasso,” “The Morning Show,” and the sci-fi epic “Foundation.” While these offerings may not fully fill the void left by the decline of network and cable TV, they represent a clear indication of what’s to come. When CNN launched, viewers questioned the need for 24-hour news coverage. Now, they’re asking the same question, opting for notifications and the mute button. Production is evolving, with interactive LED screens replacing green screens, enabling actors to see their virtual environments in real-time.

Apple's Platform Strategy

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AppleTV+ embodies the characteristics of a linear broadcast network combined with a tech platform. Apple’s synchronized hardware and software release schedule focuses on both immediate customer-facing innovations, like the iPhone 13’s camera advancements, and long-term efforts to transition from third-party data tracking to a first-party transaction data model.

The Gillmor Gang — Frank Radice, Michael Markman, Keith Teare, Denis Pombriant, Brent Leary and Steve Gillmor. Recorded live Friday, August 27, 2021.

Produced and directed by Tina Chase Gillmor @tinagillmor

@fradice, @mickeleh, @denispombriant, @kteare, @brentleary, @stevegillmor, @gillmorgang

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