Generation Gap in Media Consumption

In December spent time in Pune, where I grew up for 22 years before leaving to U.S. for higher studies. One evening I decided to visit the bookshop that we grew up, buying books for school and personal needs. The bookshop also ran a library which allowed you to rent a book or magazine per day for a monthly rental fee, a practice very common in India 25 years ago and a bigger hit during summer vacations. When I visited the shop, was shocked to see it being converted into a garment shop, with the library designated to a small and irrlevant corner. Why this change ?, I asked. Today’s children want to only see cable TV, surf the internet and are not interested in reading books, said the owner. The only ones who subscribe to the library service anymore are the ones above 50. Whether our generation likes this or not we have to accept it. In a historic joint discussion between Andy Grove and Steve Jobs at the Intel Sales Conference in January, Jobs brilliantly explained a similar situation, the big problem today is children consume a lot of video and rich media but are not able to express using the same media, a phenomena pretty much one way. We may disagree but cannot ignore, this will be the media of communication for the next generation, he added. The computer industry needs to build authoring tools, that are easy to use and allows the next generation to author and communicate using video. Steve showed us a number of video demos, making it very clear that Apple is a leader to make this a reality. I was extremely excited to note the significant role the PC has in making the next generation author and communicate using video, a industry designated mature and boring. Around the same time, Lee Gomes from The Wall Street Journal quoted ” Who does Steve Jobs think he is ? Trying to make the PC industry interesting “

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