The term disruptive technologies, now more widely known as “disruptive innovation,” was coined by Clayton Christensen and described in his book The Innovator’s Dilemma.

A disruptive innovation is an innovation that helps create a new market and value network, and eventually goes on to disrupt an existing market and value network (over a few years or decades), displacing an earlier technology.

Here’s how Christensen’s work on disruptive innovation could be playing out in a Christian broadcast environment.

The average Christian radio and television station is aware of the new emerging technologies, e.g. Internet-based radio services, digital television, the ability to stream video programming via the Internet for viewing on non-traditional platforms such as iPads and other mobile devices, the use of Internet-enabled DVR technology on personal computers and other transportable media.

But here’s the dilemma…

The business environment for Christian broadcasters (staffing, revenue streams, cash flow, etc.) does not allow them to aggressively pursue these innovations today because the innovations are not profitable enough and because their development takes resources away from existing operations (which are needed to sustain the ministry and to compete).

Christensen’s concepts would also suggest that it’s doubtful the average broadcaster’s network of ministry partners and business sponsors is demanding the emerging technologies with a force that is compelling the Christian CEO to take immediate action.

Meanwhile, startup firms like Pandora, Spotify, Stitcher and YouTube’s TV Channels are working in a different place, with different value networks, at least until the time comes when they will be strong enough to invade the older value networks, i.e. local audiences and sponsors.

Christian networks are not immune to the invasion of disruptive innovation.

And when the invasion happens, Christensen says, “The established firm in that network can at best fend off the market share attack with a me-too entry, for which survival (not thriving) is the only reward.”

OK, so that’s what happens when disruptive innovation strikes in the future without a proper response to it. Now let’s bring it back to the present.

Two views of disruption

How might Christian organizations be viewing disruptive innovation?

One view is a hands-off, business as usual approach. Disruption hasn’t happened to them yet, so why change now. They feel being too early is the same as being wrong. They offer digital interactive television as an example. For twenty years we’ve heard it’s coming and for twenty years it hasn’t happened.

The challenge for those media organizations stuck in looking at the fact that disruption hasn’t happened to them yet, is that they will become complacent and simply miss out. “All indications are that disruptive innovation is going to happen in television in a big way from 2012 on,” says one analyst.

The other view is to jump into whatever is hot, popular, and affordable at the time. Invest in Facebook. Invest in apps.

There’s a third view: To make disruptive innovation about more than the right now.

Think long-term

Disruption is an opportunity for Christian CEO’s to lead ahead of its arrival. Here are three ways:

When one door closes another door opens; but we so often look so long and so regretfully upon the closed door, that we do not see the ones which open for us. Alexander Graham Bell

1. Experiment. Partner with startup technology companies. They’re hungry for creative deals. Run pilot projects. Try online evangelism. See if you can connect with more people. Coordinate meet-ups with local churches and your unchurched online audience. Ultimately, if the pilots don’t bear out, you just don’t continue.

2. Protect your own platform. Social media platforms are fine but you still have to give the audience a place to go that’s independent of Facebook or IHeart Radio. Don’t lose site of the importance in having your own platform where you feature compelling content, control all the real estate and all the inventory.

3. Build relationships. Figure out how to better build relationships with ministry partners, team members and sponsors. Build the infrastructure to do so.

To summarize: Recognize the need for change. Disruption is coming. Second, lead change. Think of all those in the digital world that have never heard the gospel. Third, create new networks that offer your audience a unique experience.

The door is open.