OK, don’t go all crazy MIPTV Conference people, Ben Silverman didn’t say shit that hasn’t been said before by… everyone producing new media content.

Perhaps he says it in a way that make people think it sounds new or perhaps people just want to party with the guy – but it’s crazy how he can speak for 45 minutes and not say a thing.

I still don’t know what the hell Electus is based on the way Ben tries to define it (the website offers no help).

It sounds to me like a production company.  A production company that will have Facebook Fan areas and YouTube channels.  Basically like every production company on the planet.

It will be a production company that acquires (or JV’s) ideas for reality and game shows that can be exploited in the U.S. and international markets.  Please tell King World, Telepictures, Mark Burnett, Endemol, etc. or other companies that have been doing this FOR DECADES that your idea is revolutionary, Ben.  I’m sure they would laugh you out of the room and tell you to stop stealing their stuff.

Electus’ plan is to bring Burbank, Madison Avenue and THE WORLD together before a project goes forward – basically marrying advertisers with content producers up front.  Perhaps you should Google (or “Electus’le” – which will be your way of rebranding Google – in a deal you’ll announce by Press Release and then we won’t hear about it ever again) the concept for the ‘Soap Opera’ from the 1930s.

If your plan (if I may interpret it from your Press Release to announce the deal to create DumbDumb) is just to stick a bag of Doritos in Will Arnett’s hand while he and Jason Bateman talk about their love for Doritos (plus they’ll attempt to throw in some silly plot that’s added just for fun) while one of them Twitters about his love for Doritos and encourages viewers to “Fan” Doritos on Facebook… then that’s fine and dandy.

Everybody gets paid by Doritos and everybody (probably) makes money.  It’s called a commercial.

Seriously, producing “branded” content with celebrities doesn’t mean shit.  It means they’re doing commercials and probably feeling pretty bad about themselves once they have to start announcing the winners of the Electus Award for Cheesiest Doritos Fanatic (which no doubt encompasses the person who can get the most people to join the Twitter feed).

There’s nothing wrong with that.  Money is money.  That’s why you’re in business.  Just don’t call it revolutionary or visionary or YOUR IDEA!  It’s just a production company. Screech has a production company.  Everybody is doing what you’re doing.

Do it in 1994 as the internet is just coming into people’s homes… then it’s revolutionary.

Jill Kennedy – OnMedea