Yes: MySpace is ripping it up. MySpace is a mess.
So here's what we tell our clients, and I'm speaking from experience. I was hired twice as an SVP of digital media to go into content companies to fix them. Three or four years ago they said, “We need someone in digital media”. A TV production company tried to bring me in. I was there for three months and I left. They thought I built websites.
Digital is everything. It's not just one little part. It's everything. We tell our clients now, and these are big clients, such as Naspers out of South Africa, “Do not get rid of your senior executive people. Train them.”
We built part of our company...and it wasn't something that I tried to do. We train all these CEOs and SVPs. We tell them what they need to know.
For TV companies, the person who's creating the content or signing the programming doesn't need to know the ins and outs of how a TV works, exactly how a mobile phone works, or even how a video camera works. He just needs to know how to use it and create some content for it. So don't fire all your middle-manager guys who have been there for 10 years, because you're going to lose all your experience.
We bring in the 22- or 23-year-olds who are familiar with this. It's actually a bit startling and shocking how many don't know, really, what's going on. So we bring them in at the bottom, we train up the senior executives, and we make them work together. That's all you can do.