Many in the crypto community believe that television is a dying medium, no longer relevant in an era dominated by smartphones and social media. However, according to data from the United States Census Bureau, 97% of households in America still have a TV set, making it the primary source for most people to consume media.
While short-form content platforms like TikTok have seen explosive growth, Web3 innovators often overlook television’s potential to spur growth and adoption. The crypto space is accustomed to communicating with a tech-savvy audience on social networks, but this approach has limitations when it comes to educating the masses about complex concepts like blockchain, non-fungible tokens, and digital assets.
The Power of Longer-Format Media
In a world where attention spans are dwindling, longer-format media offers several benefits. It allows for more in-depth content, providing context, production value, and education all in one sweep. This is particularly important when communicating complex ideas to a broader audience.
Take, for example, the success of Shark Tank, an American reality show that has been on air since 2009. The show’s format, which involves entrepreneurs pitching their startup ideas to a panel of venture capitalists, has helped teach the American public about entrepreneurship and investment. With over 340 episodes and 16 seasons under its belt, Shark Tank has won numerous Emmys and become a staple in mainstream television.
It’s not a stretch to think that a similar format could be applied to crypto education. A TV show or series that blends entertainment and education could help onboard the masses about blockchain technology and its potential applications.
The Joe Rogan Experience: A Model for Deep Dives
Another example of long-format media’s effectiveness is The Joe Rogan Experience, a podcast that has been on air since 2009. Known for its in-depth conversations with guests from various fields, including science, politics, and entertainment, the show has become one of the most popular podcasts in the world.
With over 1,500 episodes under its belt, The Joe Rogan Experience has tackled topics ranging from UFOs to fiscal inflation. Its success is a testament to the power of long-format media in educating audiences about complex subjects.
Italy’s #Codice: A Blockchain-Focused TV Show
In Italy, the main broadcasting channel Rai Uno created a one-hour special called #Codice, which aimed to explain the power of blockchain technology for different industries. The show reached nearly 10% of total viewership in Italy, with the title trending at number one on social media.
This example demonstrates that long-format media can be an effective way to educate the masses about complex topics like blockchain and its applications.
A Vehicle for Web3 Messaging
Web3 pioneers often underestimate the potential of long-format media when it comes to communicating their ideas. However, by leveraging television’s mainstream appeal, they can reach a broader audience and onboard skeptics into believers.
There has to be room for both short- and long-format content when educating the masses about Web3 and crypto. Many projects fail to recognize the inherent advantages of long format, believing that abstracting all complexity away is the ultimate goal.
The Importance of Mainstream Media
While social media platforms like X and Discord are popular among crypto enthusiasts, they often create echo chambers that exclude mainstream audiences. By taking their messaging to a familiar medium like television, Web3 projects can convey why blockchain is here to stay.
Ultimately, fintech entrepreneurs at the forefront of the DeFi movement underestimate long-format mediums like TV at their peril. While it’s no longer the focal point of family life, the ‘box’ still possesses a rare power.
Conclusion
In conclusion, television offers a unique opportunity for Web3 projects to educate and onboard the masses about blockchain technology and its applications. By leveraging the power of long-format media, they can convey complex ideas in an engaging and accessible way.
As the crypto space continues to evolve, it’s essential for entrepreneurs and innovators to recognize the potential of television in mainstream adoption. By doing so, they can tap into a broader audience and drive growth in the industry.
About the Author
Sander Gortjes is co-founder and CEO of Hello Labs, a company that focuses on developing mainstream intellectual properties, including TV sensation Killer Whales. With a background in venture capital and advisory roles starting in 2020, Sander has been active in the cryptocurrency space since 2017.
This article is for general information purposes only and should not be taken as investment or legal advice. The views expressed here are the author’s alone and do not necessarily reflect those of Cointelegraph.
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