Television remains the most powerful medium to create and disseminate culture. 100 million American households are influenced by the narratives and stories told through television. Understanding the attitudes Americans will absorb, helps us predict trends as they develop.

1. Culture Shock Future American Values From the Network Upfronts 2010/11 by Jay Pattisall, BSSP June 2010

3. NETWORK PROGRAM ENVIRONMENT NETWORK TOP 10 DRAMAS +46% CABLE TOP 10 DRAMAS SOURCE: NtiNpower 09/10 Quad Segmentation based on 75%+ length of tuning and 55% episode viewed

4. The Culture Industry

5. Culture Culture Culture How it got there in the first place?

6. The Idea: Follow the flow of ideas through culture Uncover the attitudes and ideas that will influence 120 million American households this Fall & Spring

7. A Decade of Change 2000 2010 state of the country 69% satisfied(1/2000) 25% satisfied(5/2010) “In general, are you satisfied or dissatisfied with the way things are going in the US at this time?” 74% excellent/good(8/2000) 13% excellent/good(5/2010) state of the economy “How would you rate the economic conditions in the US?” consumer confidence 144.7(5/2000) 63.3(5/2010) Consumer Confidence Index Source: Gallup; Conference Board

8. The ebb and flow of Culture Dominant Emerging Receding

9. Human Truth + Zeitgeist Jay - I had an interesting chat with Gary Hirsch yesterday at our Priceline offsite. I asked him what he thought made a successful TV show-his response…”90% human truth around characters with bits that don’t fit- Tony Soprano- Mafia boss- who see’s a shrink and 10% zeitgeist…” - Email from Ed Cotton

10. What’s on its way in?

11. Remember these?

12. 175 weeks on the New York Times Best Sellers List Major motion picture with Julia Roberts

14. 1. Reinventing the Self Our quest for more and more stuff left us feeling empty and unfulfilled. America has figured out that people are not defined by our possessions but rather by what we do in life. Many Americans are starting over. Some by choice. Some not. But for each of us it’s a chance to rediscover who we really are.

20. The Story of “Reinvention” Lapsed Emerging Defiance Excessive What’s easy Accumulation Atonement Humble What’s right Prioritization

21. What else is emerging?

22. Jobless Recovery Source: data.bls.gov

26. 2. Healing the Heartland The excess along the coasts may have been ground zero. But the Heartland was hit hardest – from the Rust belt to the Bible belt to the Grain belt. Hard working Americans are working harder just to get by. And along they way they are rebuilding, healing and staging their comeback.

31. The Story of “Revitalization” Lapsed Emerging Grit Deserve it Complexity Easy choices Fresh Earn it Simplicity Tough choices

32. What else?

33. What was, is no more May 2010 Spring 2008 Source: Conference Board

34. Pariah

35. Pioneer

37. “Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.” I just unlocked the "Explorer" badge on @foursquare! http://4sq.com/cQylO1

38. The Nerds Are Winning

40. 3. Geek Chic For years they were the ones that got picked on, stuffed into lockers and never got the girl. But the “geek” has risen from pariah to pioneer. Geeks are smart, imaginative, and cool. They are the new champions, the new winners. Jocks are out. Geeks are in. And it’s redefined what triumph and success are.

46. The “New Hero” Lapsed Emerging Arrogant Idealized Aggressive Inflexible Omnipotent Hopeful Imperfection Easy going Adaptable Intelligent

47. What’s receding?

48. Faith in Institutions The absolutes of our institutions, numbers and science has been severely shaken. There was a time when science trumped humanity; when the DNA evidence and numbers didn’t lie. Now we feel differently.

50. Failing

51. Failing

52. Failing

57. The Story of “Connection” Lapsed Emerging The self Status Indulgence Standing out The group Relationships Responsible Fitting in

58. Multi-Layer Stories For a while our television became as complicated as our lives. But as we’ve strived to simplify, pair down and rid the excess, the overly complex narratives and storylines start to loose their appeal.

60. Source: NPD & Gamesutra

63. Fail

64. In Summary Reinvention… What’s right Revitalizing… Earning it Geek Chic… Triumphant intelligence Connection…Fitting in

65. Now, to the world of Advertising!

66. Culture Creators Brands that contribute to and enhance popular culture. Culture Polluters Brands that contribute to the ever-increasing piles of garbage.

82. Parting Thoughts It’s all about context and received message. Human truth + zeitgeist. Give a hoot. Don’t pollute.