Much has been written lately about the iPod's "Shuffle" function – the random ordering of its playlist into a soundtrack that segues brilliantly from song to song (though Apple claims no "smart" functionality inside).

The upshot? You never know what's coming, but you know you'll like it.

This move from mere personalization to pure customization hints at a shifting consumer dynamic on the horizon: The Entitled Consumer, who increasingly demands that media experiences satisfy every expectation, and anticipate every desire.

The TV industry should take note: the more choice and control people have (via VOD, DVRs, etc.), the less tolerance they'll have for disappointment.

How can we help them make better, more informed viewing decisions?

Whether accessed through print, online or an IPG, the long-ghettoized listings function is one of the most underutilized marketing tools at a network's disposal. The best ones editorialize and promote at the same time. Yet most of them do neither, offering generic descriptions that lack any real context.

Giving viewers better information about programming allows them to do less hit-or-miss surfing. And more shuffling.

Agree? Disagree? Have something to say? e-mail us at info@truthco.net
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©2004 truth consulting ny inc.
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the truth about: iPod nation