It seems that Glenn Beck and online TV have become synonymous of late.
After a local contractor says, “Do you mean like Glenn Beck?” when I mention Web TV, I decided to take a closer look at GBTV, the new Internet-only network of the former Fox TV personality.
What is GBTV?
GBTV is Glenn’s new live HD Video Network, featuring his two hour daily program, plus a full slate of original Glenn Beck Programming, news, documentaries, reality and behind-the-scenes shows. It is an online subscription enterprise.
In a candid interview with Business Insider earlier this month, Glenn called it, “The future of television.”
How is GBTV doing?
The Wall St. Journal reported that GBTV had 230,000 subscribers (including the 80,000 that were already signed up for Beck’s Insider Extreme) before the show started. That was more subscribers than Oprah’s OWN network had viewers. According to the WSJ OWN averaged 156,000 people in June.
Agree with his message or not, Beck is trailblazing new ground. I think there are some things for Christian communicators to glean from an online media effort of this magnitude.
Here’s a look at five tips that come out of the launch of GBTV.
1. Being a first mover is still an advantage. Beck is little ahead of the pack on this deal, but he feels it will be better than being in the middle of the pack later on.
When everybody has an online channel, it is going to be insanely challenging to compete for viewers and to differentiate brands. Today, there is still the chance to stand out, to pioneer a different platform altogether for Christian media. There is risk. That’s why I encourage collaborative kingdom ventures rather than solo efforts. It spreads the costs out, aggregates resources, promotes unity, and can bring more gospel communicators to the forefront. It can get you out there sooner.
2. It’s about the viewer. Beck knows his audience and super caters to them.
Be genuine. The sheer abundance of media options today is allowing viewers to more rapidly embrace or exit from any given channel. Broadly speaking, there are two groups of viewers for Christian media outreach. The unbeliever and the believer. Christian communicators will succeed or fail entirely on their ability to authentically and creatively connect both audience groups with a clear presentation of the gospel.
Only in the gospel is there the “power of God to salvation.” (Romans 1:16)
3. Be trustworthy. Beck believes people are hungry for truth and honesty on any topic and integrity in the hearts of the media personalities delivering it.
Of course, when the focus of the content is Jesus, the standards for communicators and their networks are set high. Practicing what is preached stands taller than ever.
“For the grace of God has appeared, bringing salvation for all people, training us to renounce ungodliness and worldly passions, and to live self-controlled, upright, and godly lives in the present age.” (Titus 2:11-12)
4. Radio is a powerful multi-platform enhancer. Beck is driving people to GBTV through his radio program heard weekly by more than 9 million listeners in the U.S.
Oprah ended her traditional TV talk show and is struggling to retain viewers after launching her cable network. Howard Stern left terrestrial radio for satellite and has hardly been heard from since (not necessarily a bad thing). Terrestrial Christian radio and television stations still have incredible power and can blast promotional messages for multi-platform media experiments.
5. Web platforms are the future. That so many people have already been attracted to Beck’s web platform, and are willing to pay for it, bodes well for content creators and syndication networks.
I just happen to personally believe that the gospel should be free to viewers and listeners. There are other business models to make this happen. That said, ventures like this are part of the continuing transformation in how content is consumed, more one-on-one and interactive. It shows that people will view highly targeted “content driven” shows online.
The opportunity is for stewards of the most powerful content in history to have a global video network of programming filmed before live audiences – worship services, Bible studies, and outreach events – that people can access on any device, from an iPad to a television connected to a Roku box.
Conclusion
Keep an eye on GBTV. It could be a digital media bellwether of things to come that Christian broadcasters will not want to miss.