All Things Insights Blog
Media Industry Insights
Seth Adler w/Michael Capretta | 17 March 2023
The Takeaway ➔
Seth Adler w/Michael Capretta
It’s not unreasonable to feel overwhelmed when faced with the size and scope of the continuous shifts in the television industry within the past few decades. Forecasting into the future shows that we are in for more change, not less. So how do we, as individuals, navigate this? We are offered some hope in this conversation between Seth Adler and Michael Capretta, the VP of Research for Warner Bros. Discovery. In this interview, Capretta is a welcome voice of reason as the industry enters unprecedented times.
He reminds the audience that the industry of television has gone through times of upheaval before, and media executives like himself have been able to adapt. This conversation focuses on taking the time to notice the positive changes that are occurring, celebrating the community, and reflecting on lessons learned in the industry. In times like these, it is as important as ever to heed experienced, optimistic voices.
Discussions about what changes are occurring and how the current landscape will be impacted are everywhere. It is widely known amongst media executives that we are currently experiencing a “time of chaos,” as Capretta calls it. To measure unwieldy and unpredictable audiences, many brands have doubled down on research and analysis. This is one of the positive changes to the industry Capretta mentions – more resources are being allocated to research than ever before. With more complete data comes more comprehensive insights.
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But that’s not the only thing Capretta celebrates. He also praises the community of media executives he works with and encourages them to introspect and engage in reflection as a group. Adler and Capretta both see the value in taking some time to step back, self-reflect, and commiserate about the current issues they all face. This may seem counterintuitive – in what could be described as a time of upheaval, a researcher or executive may feel inclined to double their efforts in an attempt to “keep up.” The value of stopping, focusing inward, and connecting with peers can not be discounted, not only in a personal sense but in a business sense, as well. Sometimes, moments of reflection can help us become grounded in the present moment and give us the stamina to respond to changes as they continue to arise.
For Capretta, the optimism comes from his experiences as someone who has been in the industry for long enough to know that disruption is the norm. Even though the changes may be happening on a larger scale or more intensely than in the past, Capretta and other experienced media professionals can take comfort in the skills and expertise they bring to the table. This empowering perspective can help members of the media community support newer executives for whom this is all new territory, and bolster one another along the way.