As we dive into the world of Web3, it’s easy to get caught up in the excitement of new technologies and innovations. However, amidst all the hype, it’s essential to remember that television remains a powerful tool for educating the masses about blockchain, non-fungible tokens, and digital assets.
The Myths Surrounding Television
Many believe that television is a bygone cultural linchpin facing obsolescence as people shift their focus to smartphones and social media. However, this couldn’t be further from the truth. In reality, 97% of United States households have a TV to watch programming, making it the go-to source for most Americans to consume media.
Short-Form Content: A Limited Approach
While short-form content platforms like TikTok have seen explosive growth, they often fail to provide the depth and context required to educate people about complex concepts. Web3 innovators are accustomed to communicating with a tech-savvy, crypto-native audience on these social networks. However, this approach has limitations.
The Need for Longer-Format Content
Longer-format content, such as television shows and podcasts, provides the perfect platform to teach "normies" about blockchain technology. These formats allow for high production value, education, and context all in one sweep. They also cater to a broader audience, making them an ideal medium for Web3 adoption.
The Shark Tank Template
Without getting bogged down in debates about attention spans and cultural dumbing down, the merits of longer-format media are difficult to dispute. For crypto to succeed in the long run, it must find the quickest path to mainstream adoption. Television has a template to achieve this, as seen in the success of Shark Tank.
Shark Tank’s Success
Created by Mark Burnett, the mastermind producer behind The Apprentice, Shark Tank has won numerous Emmys in its 15-year run, racking up 340 episodes and reaching its 16th season. Although concerned with entertainment as well as education, it’s fair to say that the series has helped teach the American public how entrepreneurship and investment work against a backdrop of booming tech startups.
The Joe Rogan Experience: A Deep Dive
Speaking of long formats and their suitability for education, we would be remiss not to mention The Joe Rogan Experience. Launched in 2009, the podcast’s popularity saw Joe Rogan secure a multi-year partnership with Spotify worth up to $250 million earlier this year. Like Shark Tank, The Joe Rogan Experience blends entertainment and education, bringing its host’s curious mind and everyman persona to unscripted interviews with guests who are often eminent figures in their field.
The Power of Deep Dives
Indeed, the success of Rogan’s podcast is a testament to the power of deep dives. These types of formats allow for in-depth exploration of complex topics, making them an ideal medium for educating people about Web3 and crypto.
A Balance Between Short- and Long-Format Content
While short-form content has its benefits, it’s essential to recognize that there must 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.
TV: A Mainstream Medium
There’s another point worth making: TV, by definition, is mainstream. For all that Web3 projects profess to want to "onboard grandma," they spend much time in the echo chambers of X and Discord rather than beaming into the homes of millions of viewers. If they are serious about turning skeptics into believers, they should take their messaging to a familiar medium that gives them the breathing room to convey why blockchain is here to stay.
Conclusion
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. It’s time for Web3 projects to recognize the potential of television and incorporate it into their adoption strategies.
Sander Gortjes: A Voice for Mainstream Adoption
As co-founder and CEO of Hello Labs, Sander Gortjes is at the forefront of developing mainstream intellectual properties, including TV sensation Killer Whales. He’s an advocate for incorporating long-format content into Web3 adoption strategies and believes that television holds a unique power in educating the masses about blockchain technology.
Disclaimer
This article is for general information purposes only and is not intended to be taken as legal or investment advice. The views, thoughts, and opinions expressed here are the author’s alone and do not necessarily reflect or represent the views and opinions of Cointelegraph.
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