Where Have I Been?

Sun, 10 Apr 2011 00:00:00 -0600

My apologies if you’ve checked in here over the last few months and wondered where I’d been. Well, I’ve been working on a new project, a weekly video blog/web show called JeanineTV. (clever eh?!)

In an nutshell, JeanineTV is a smart, funny, original web show that offers a satirical look at news and pop culture. It also offers up some awesome hip, new music suggestions. Just a few minutes long, JeanineTV episodes are the perfect “video snack” for folks looking to procrastinate, people searching for light, entertainment, or really, just anyone in need of a laugh.

You can check it out on Youtube by clicking here. Or by going to the JeanineTV website.

Be sure to visit often. It’s good for you!

By product of late night war - all new biggest loser

Fri, 22 Jan 2010 13:02:33 -0700

Conan O’Brien’s separation agreement with NBC reportedly calls for him not to criticize his employer after his departure from the network. It’s too bad it didn’t say anything about controlling those same impulses in the waining days of his tenure as Tonight Show host as was clearly evidenced by the very public, and might I say absolutely “classless“drubbing he gave NBC during wednesday night’s show. In it he made no bones about his desire to screw the network in a nonsensical skit involving the world’s most expensive car decorated as a mouse and the Rolling Stone’s song “Satisfaction”. The purpose of this it seems was simply to spend NBC’s money (to the tune of $1.5 million). I’ve included a youtube clip of the skit above.

All of this has me thinking that it used to be you tuned into the late night hosts for a light-hearted and humorous take on the days events. Unfortunately though, all that has come out of the recent snafu over NBC’s 11:30p time slot is humorless trash talk and sniping. The late night hosts have whined, they’ve complained, they’ve been outraged and most of all they’ve been childlike. In the end it appears they can dish it out, but they can’t take it.

The funny thing is that they should know better than anyone that decisions like these are about ratings. And Conan’s ratings sucked. Not because he didn’t have a strong lead in (after all can anyone recall SNL’s lead in? Or Jon Stewart’s lead in?) rather, as The Sports Guy Bill Simmons so aptly put it, it’s because “he’s a gawky, super-witty, awkward, hyper active, goofball” who will never appeal to a broad audience. As Simmons suggests, “if he’s smart he’ll go to Comedy Central where he can be himself.” At the end of the day, the numbers say it all. During his tenure as Tonight Show host Leno made NBC $35 - 40 million. Conan on the other hand was on track to lose $5 million. In fact Conan’s numbers have apparently been in decline the last 5 years and yet, NBC is still paying him $43 million to leave. Now, who’s the biggest loser?

-Jeanine Hughes

“Women represent the fastest-growing global consumer market, bigger and faster than China and INdia’s economies combined.”*

Tue, 19 Jan 2010 11:34:31 -0700

* Boston Consulting Group.

This remarkable statistic came from research recently conducted by The Boston Consulting Group. Among The BCG’s findings were that women account for more than 70% of the purchasing decisions for discretionary consumer goods, that women evaluate and buy goods and services differently from men and perhaps most interestingly, that they are also often dissatisfied with the offerings in many categories, particularly health care, financial services and durable goods. The reason? The vast majority of businesses are managed by men who fail to recognize the role female consumers play in purchasing decisions and the differences in their buying habits. As a result, they market their products and services based on the qualities and characteristics that matter most to them; functionality, durability and price.

Michael Silverstein, a partner at The Boston Consulting Group who has written extensively on this subject, penned an article in last fridays’ Wall Street Journal titled, “ Ten Mistakes Male Executives Make with Female Customers” in which he lists what the Boston Consulting Group’s research found to be the 10 mistakes men commonly make when developing and marketing products often purchased by women. As a marketer, and a woman, I can tell you I found both professionally and personally there is a lot of truth to this list. I’ve taken the liberty of re-posting it for your perusal.

The BCG research shows that there are ten errors men commonly make when creating and marketing products that are most often purchased by women. Men typically:

1. Ignore the importance of emotional appeal. Senior male executives often rise to their leadership positions through manufacturing, finance, marketing or product development. They are rewarded and recognized for their ability to identify technical and functional benefits, but they often fail to realize that women buy goods for emotional benefits: How does this purchase make them feel, during the purchase experience and after? Do they feel wise, savvy, intelligent, cared for? Men, by contrast, develop habitual purchasing routines and buy most goods for replacement. This is why women's categories are characterized by ever-shortening fashion cycles while change rolls much more slowly through men's categories.

2.Cut price to build sales. When business slows, male executives will typically cut prices or create promotions to make up for a drop in sales, but this often has the opposite effect than the one desired. Women think of lower-priced goods and services as second rate and assume that the offerer has compromised on quality. Women are in the market every day, physically and online, and are more aware than men are of changes in offerings and shifts in pricing.

3. Don't change offerings from year to year. Executives will skimp on product development, making incremental improvements that are intended to bring short-term payback, rather than gain share over the long haul. They lengthen the product development cycle, making few changes in the product from season to season, and, as a result, have difficulty differentiating their products from those of their competitors and have little news to offer their customers. Women are far more interested than men in what's new, better and novel, and want to be delighted by innovation.

4. Make it pink. Male executives who have success with a product aimed at men, and are uncertain of what women really want, will offer a female version of their male-focused product, by making minor changes in size, shape, packaging, color or marketing strategy. But, because the product is not genuinely created to meet women's needs and challenges, female consumers immediately see through it and reject it.

5. Fail to differentiate. Unless they research and refine, companies find themselves blind to women's needs and dissatisfactions. They offer "me too" goods and wonder why they sit on the shelves.

6. Communicate clumsily. Marketing is often based on stereotypes rather than insight into the real problems women face . Sales and/or service delivery frequently fails to directly target segments of women and meet their needs exactly, finely, prescriptively.

7. Overlook the need for time-saving solutions. According to the BCG research, women identify their main challenge as how to manage time and create balance in their lives. Although men are gradually taking more responsibility at home, women still shoulder the majority of household and childcare tasks. They have, in effect, a job at work and a job at home, so they are constantly making choices and trade-offs and look for product and service solutions that help them make the most of their precious time. Although many products are marketed with the claims that they are designed to save time, bundle tasks and make life easier, few of them actually deliver on those promises.

8. Ignore the importance of community. A sense of community and empathy is lacking from most male-developed products and services. Personal connection and credibility are critically important to key service categories. One satisfied female customer will bring another nine or ten into the fold. Women spend as much time on the Internet now as they do watching television, and, unlike men, much of that time is given over to networking and connecting with others.

9. Forget design aesthetics. Women love color, but men tend to use a black and white palette. Women see every product purchase as a chance for adventure, learning and a way to bring excitement and flair into their lives. In most categories, men are focused on functionality, durability and price.

10. Underestimate the importance of love. Next to time, women place love as the most important aspect of their lives. Married women with children especially have the least time to express their love and, as a result, seek goods and services that let them say "I love you" with care, specificity and empathy.

As Michael Silverstein points out in his article, “Male executives can no longer afford to ignore the female economy. It is growing faster than the consumer economies of China or India, and is the biggest force for global growth on the horizon. The winning companies will be the ones that recognize this phenomenon before their competitors.”

- Jeanine Hughes

Leaked! NBC CEO Jeff Zucker’s voicemails to Conan O’Brien - Re-Post

Thu, 14 Jan 2010 12:15:00 -0700

I couldn’t resist a re-post of this hilarious Funny Or Die clip supposedly of Jeff Zucker leaving a series of somewhat desparate voicemail messages for Conan O’Brien.

My favorite is his suggestion that they share the time by both asking a single guest questions during the same segment.

Enjoy!

-Jeanine Hughes

How Mobile and MSo’s will solve the online content revenue problem

Sun, 10 Jan 2010 15:52:30 -0700

Of course we all know that sooner or later consumers will have to start paying for content viewership online. The lingering question has been “how will it work?” I think it’s fair to say that with the exception of companies with a billion or so viewers (like Google), selling advertising to support content isn’t the answer.

But what if you were told the answer for the rest of us was right under our noses.. in the form of mobile and MSO’s.

As we look out on the tech landscape what do we see? Over 80% of US households already subscribing to a TV service from a satellite, cable or fiber optic provider and more than 75% of households paying for internet subscriptions.* At the same time, the growing popularity of smart-phones has led to a sharp rise in mobile data plan subscriptions and a booming cottage industry for mobile apps. (In fact just this week Apple’s app store announced that it had surpassed 3 billion apps downloads in just the past 18 months.)

When you consider these stats along with the fact that 1 billion more mobile devices are expected to come online in the next 3 years it doesn’t take a genius to see the huge potential in mobile and the opportunity to bundle content along with the stuff consumers are already paying for like cable, internet and mobile data subscriptions as well as mobile apps.

The key, however, will be to sell the content (along with the service) as a “new and improved” version of something consumers are already paying for, NOT as something for which consumers must change their current behavior. People don’t like change. But, they love “new and improved”.

So you see, mobile and MSO’s can be a great way to solve the online content revenue dilemma.

*source: NPD Group

- Jeanine Hughes

What startups are really like

Thu, 7 Jan 2010 14:22:25 -0700

I came across this interesting essay written by programmer and essayist, Paul Graham, the other day. Titled, “What Start-ups are Like”, it’s a top ten list of commonly encountered trials and tribulations experienced by the founders of early stage companies. Several of the items on this list really rang true for me, perhaps they will do the same for you. Here’s a brief sample:

•Startups Take Over Your Life

Just as the relationship between cofounders is more intense than it usually is between coworkers, so is the relationship between the founders and the company. Running a startup is not like having a job or being a student, because it never stops. This is so foreign to most people's experience that they don't get it till it happens.

•It's an Emotional Roller-coaster

This was another one lots of people were surprised about. The ups and downs were more extreme than they were prepared for.

In a startup, things seem great one moment and hopeless the next. And by next, I mean a couple hours later.

To see the full list go to www.paulgraham.com/really.html

-Jeanine Hughes

Apple’s App store downloads Top Three billion

Tue, 5 Jan 2010 12:39:22 -0700

Apple announced today that more than three billion apps have been downloaded from its App Store by iPhone® and iPod touch® users worldwide.
“Three billion applications downloaded in less than 18 months—this is like nothing we’ve ever seen before,” said Steve Jobs, Apple’s CEO.

I’ll say. So now, let’s imagine for a moment that Apple collects oh, 10 cents for every app sold. That’s $300,000,000.00 in app revenue alone. Yikes. What can you say to that except maybe.. Steve Jobs for President.

Remember how we bailed out the banks so they could keep lending?

Sun, 13 Dec 2009 13:18:31 -0700

Saw this blog post by Henry Blodget of The Business Insider and couldn’t resist the re-post.

Wha’ happened?

Asha Bangalore, Northern Trust:

The private sector is unwilling to lend and the credit crunch persists. In the third quarter, net  private sector lending fell $2.3 trillion, after significant declines in the first and second quarters  (see chart). On an annual basis, the reduction in lending in 2009 will make the history books  without doubt as the first drop in net lending in the private financial sector. This financial sector  setback justifies expectations of a subdued economic recovery.  

-Jeanine Hughes

jesus is out of the closet.

Tue, 1 Dec 2009 21:55:55 -0700

The image of Jesus Christ has shown up in a lot of unusual places over the years, on a potato chip, toast, in photos, but now, Mary Jo Coady of Methuen, Massachusetts says she’s spotted Jesus Christ on the bottom of her iron. Coady told the Eagle-Tribune that seeing Jesus on the iron has reminded Coady that "life is going to be good." (You sure he’s not saying, “iron the polyester on low?”)

According to the Associated Press the 44-year-old Coady was raised Catholic. She and her two college-age daughters agree that the image looks like Jesus and is proof that "he's listening."
Coady hopes her story will inspire others during the holidays. She says that despite enduring recent financial hardships she doesn’t plan to sell the iron but rather she will put it back in the closet and buy a new one.

Ok. Whatever. Don’t be surprised if we see this iron on E-Bay one day soon. And well, I don’t know about you but I see Mona Lisa holding a sneaker. Say, maybe this is divine inspiration for a new Nike ad.

-Jeanine Hughes

Breaking news: Waffle shortage

Tue, 24 Nov 2009 09:40:04 -0700

Is there any wonder why the news industry is in the pooper when ridiculous headlines like this one constitute breaking news? And they can’t understand why consumers won’t pay for news or why advertisers aren’t clamoring to advertise against it? Seriously news folks, is there nothing more important happening in the world than to announce there is a little extra, free shelf space in the frozen food section? No, dear reader you haven’t been Onioned. Believe it or not, this was a top story. Here, see for yourself. CNN/Money headline.

When I saw this headline my first thought was, hey, I should race to the nearest Food Emporium and start hoarding Eggos. After all that’s what extra freezers are for, right?! I can put them right next to the cases of canned beans I collected in prep for what we were told was a possible Y2K internet debacle. Remember that?

But then I thought, no I’ve got a better idea. I’m going to sell our box of Eggo’s on Ebay. I think I’ll start by offering it for like, $100,000.00. Why not? They’re buttermilk flavored. - Yep, no whole grains here. In fact they probably also contain riboflavin. (I’m not sure what that means, but it seems like everything contains riboflavin.) I’m pretty sure they’ll go for a premium. I’ll be rich. Tough luck kids, but you’ll thank me someday.

This is right up there with my idea for tuna, with the mayo, in the can. This one however is sure fire. Eggo lovers are in crisis. Just read the CNN article (link above). It says, “Eggo enthusiasts took to the internet to mourn the shortage. On Twitter they reported that “posts about Eggo’s were coming in at break neck speed”.

Seriously. I couldn’t make this stuff up. But, I know what you’re thinking, “leggo my a**”.

-Jeanine Hughes

another day at the office

Sat, 14 Nov 2009 15:42:05 -0700

I just had to share this fun karaoke office video. Can you say, new mac ads?! I don’t know about you but I want to work here! (And who knows, once HR gets a gander at this video I might just get my chance.)

Also, note the woman who won’t join in. I’m not sure if she’s the fun police or just being shy. I might have thought she was worried about office productivity if she hadn’t taken a personal call during the song.

In any event, now I know why I’m left on hold for 15 minutes when I call tech support.

-Jeanine Hughes

easy to assemble, easy to get hooked.

Fri, 6 Nov 2009 14:02:41 -0700

One of the great things about the internet is the abundance of wonderfully creative and exciting new Web TV programming ideas that it has spawned. Low barriers to entry and few, if any rules mean the opportunity for creative expression is boundless. And these are just the early innings. As the technology continues to improve and more creative talent migrates online there will no doubt be a plethora of high quality programming developed.

Already, there are a few real gems out there. Among them, “Easy-to-Assemble,” a web series entering its third season. The show is written and produced by Ileana Douglas (also the star of the show), a down on her luck hollywood actress who decides to escape show-biz by taking a job in an Ikea store. The dialogue is funny, the production values are high and the cast of b-list actors who come to visit Ileana at the store are hilarious. Among the regulars is Justine Bateman, a friend of Ileana’s who sets up a talk show in the middle of a furniture display called, “40 and bitter.” Another actor-friend of Ileana’s, Ed Begley, conducts A.A meetings in another department of the store. (Here A. A. stands for Actors Anonymous, because, well, he’s an actor and he’s anonymous.)

But the creativity of this show isn’t just in its production, in another interesting twist, Easy to Assemble doesn’t rely on banner advertisement to cover costs and generate revenue. Instead Ikea is the sponsor of the show. Ileana met with the folks at Ikea and struck a deal prior to production. Ikea’s head of marketing work’s closely with Ileana, approving plot lines and ensuring that episodes are family friendly. Based on the results, it appears to be a win-win for all.

If you haven’t already done so you must check it out. www.easytoassemble.tv

-Jeanine Hughes

streak to win

Thu, 5 Nov 2009 10:46:48 -0700

College sports have truly gone raw with “Streak to Win”. Check out this clever and creative web TV series about Hamilton College’s streaking team. I kid you not, this series documents the exploits of the team’s 2004-2005 season complete with interviews by team members describing the mental and physical pressures endured during the course of a streaking event.

The show was developed by the creators of WallStrip.com (later sold to CBS.com) who, not coincidentally are Hamilton alums and former members of the original streaking team. This tongue in cheek show is sure to give you a couple chuckles even if it doesn’t quite have the depth of plot to carry for a full season worth of episodes.

By the way, don’t you wonder how the admissions office spun this one?

-Jeanine Hughes

How to open a wine bottle with your shoe

Tue, 3 Nov 2009 12:39:55 -0700

Desperate times call for desperate measures.

Check out this clever example of french ingenuity. The guy in this video is determined to open this bottle of wine despite the fact he doesn’t have a cork screw. Very entertaining.

Jon & Kate. Can we just move on?

Mon, 2 Nov 2009 12:41:35 -0700

Is anyone else embarrassed by the train wreck that is Jon & Kate Plus 8, err Kate Plus 8, now, just Kate? Maybe it should just be renamed Parents Behaving Badly.

Isn’t it just the height of relationship dysfunction that this couple is only able to communicate with one another by broadcasting their slights and accusations on TV? Is it possible that life for them is only worth living if it happens as a real life soap opera on TV?

Now, incredibly enough I hear Kate is getting her own talk show. I can’t help but wonder what is left to talk about? And more importantly is this the best, most creative programming the TV wizards of Hollywood are able to come up with? What insight does this woman have to share beyond, how to survive a very nasty public divorce?

-Jeanine Hughes

Crazy Cat Ladies

Mon, 2 Nov 2009 10:29:08 -0700

Holy catnip, Batman.

As if media content couldn’t get any less innovative and inspiring along comes a feature length documentary on none other than “crazy cat ladies”.

What’s next, a show on the hidden lives of librarians? A series on the scourge of arachibutyrophobia (the fear of peanut butter sticking to the roof of your mouth)? Or better yet a prequel to crazy cat ladies entitled, anuptophobia - a fear of staying single?!

I know there are better concepts and more creative folks out there looking to do good work. Why aren’t they getting backed and their films/shows produced?

-Jeanine Hughes

midlife makeovers

Sat, 31 Oct 2009 11:21:30 -0600

Has this ever happened to you?

Every so often I get a little frustrated. There have been times when I have thought I should be accomplishing more professionally. I’ve worried that time was passing me by and I wondered if perhaps I was in need of a makeover. Recently I found myself feeling just this way and so I decided to hunt around for a few ideas and inspiration. Lo and behold I found midlife makeover attempts being made all around me.

Scarily enough, there was Tom DeLay shaking his born-again booty to the tune of “Wild Thing” on Dancing With the Stars. And of course there was that mavricky Sarah Palin who quit her job as Alaska’s governor to write about the pioneering spirit (do you think she sees the contradiction in that?), and then there was Mamas and Papas offspring, Mackenzie Phillips coming out as the face of consensual incest.

Now while I’m always up for an exciting new challenge, I can tell you this, as frustrated or discontented as I may ever become, I can assure you that I will not delude myself into thinking that doing the cha cha cha in a little, sequined number on national TV will somehow be good for my career. Nor will I announce on Oprah that for the good of society I have become the poster child for some little understood social malady. However, if I should be asked to give an 80 minute closed door speech to the Chinese in return for a six figure sum - I might just have to consider it. In fact, while I’m dreaming I might also consider a run for political office. After all, I’m politically active. (I vote.) I’m qualified.(I’m not currently under indictment). Given the cast of characters who’ve taken a stab at political office, I think I have a pretty good shot.

Ah, you know I’m feeling better already.

What am i missing?

Sun, 14 Jun 2009 00:00:00 -0600

Sure, it may have more than 10 million users. It’s explosive growth may make it social networking’s current belle of the ball. But really, at the end of the day, what is Twitter? Texting’s answer to, well, texting? A telegram without the news? A 140 character email blast to no one in particular - just a rant into the internet ether?

Wouldn’t it be easier (and probably as effective) to just stand on a busy street corner and shout at the top of our lungs? We wouldn’t be limited to 140 characters and truthfully, is anyone listening? Which raises another question. If a twitterer tweets in the cyber forest is it heard? Does anyone really care?

All this has me wondering, in the words of a dyed in the wool new yawka, “What’s to love?”

I have to say that I’ve been using Twitter for several months now. I’ve tweeted. I’ve followed twitterers, I’ve meandered the twittersphere reading and observing the musings of tweeps far and wide. And still, I find myself somewhat mystified by the hype.

Now don’t get me wrong. I’m not the techno philistine you may think I am. I do see value in the micro-blogging site. As I’ve written before, I think it’s an incredible marketing tool. It offers celebrities, politicians and brands unprecedented reach and intimacy in cultivating relationships with fans, constituents and/or users. It gives them the ability to control their message and the timing of its delivery in ways traditional media has never allowed and, it’s done this in a completely viral way that makes it a very cost effective and efficient means of reaching people. Perhaps best of all, it’s a data gold mine any marketer would surely love. However, all that said, it doesn’t make money, nor does it seem to have a plan for monetizing the business in the near term. So, if it doesn’t make money than what is it – a hobby? A fad?

My very unscientific theory is that Twitter’s popularity is the result of our ongoing cultural obsession with all things “reality”. It is just another way for us to quench our insatiable thirst for celebrity and grab our own 15 minutes of fame. Which leads me to wonder if maybe the attraction to Twitter for all these social media lemmings is the cyber popularity it provides.

If so, I get that. After all, having “followers” rather than mere friends is somewhat intoxicating don’t you think? The idea of disciples has a “God like” ring that is really kind of appealing. So then, does that mean these “followers” will be loyal to me? Are they fascinated by me? Will they hang on my every tweet? Hmm, I like the sound of that.

This must be why millions of twitterers feel compelled to share the drivel of their everyday lives as well as each and every inane thought that comes into their heads. Is there anything not worth sharing? If you’ve ever taken a gander at Twitter’s public timeline you would no doubt conclude that there isn’t. But honestly, do we really care what demi-celebs like Ashton Kutcher (all puns intended) had for breakfast? Or that Snoop Dog wants to know “whatzz crackn”. I have even found, much to my surprise that presumably busy, media mogul types like Martha Stewart have the time, energy and inclination to tell us via twitter that her doggies are making cupcakes or that she is now planting vegetables. Oh but that’s not all, Beatle’s uber-groupie Yoko Ono in a recent (somewhat cryptic) twitter pronouncement suggested we should “imagine a goldfish swimming across the sky from left to right. Then drink a liter of water.” Whoa! ..What can you say in response to that except maybe, koo-koo-ka-choo.

Personally, I have to admit that I have found Twitter a little stressful. Having a Twitter account means having one more profile to manage (to say nothing for the name and password to remember), one more social networking site to keep current (God forbid I should become virtually irrelevant). And of course, after Facebooking, emailing, texting, blogging and talking- I must confess that I don’t think I have anything left to say. This, I’m sure comes as a great relief.

But really, am I missing something?

-Jeanine Hughes

the real crime: not investing for a day they knew would come

Sun, 26 Apr 2009 22:50:18 -0600

It used to be a magazine or newspaper could sell subscriptions for pennies on the dollar and make up the difference in advertising. In affect discounting the content in order to increase circulation and sell advertising against it. It was a model that worked beautifully for decades. But today, the world is a different place. Slumping ad revenue and reader migration to a proliferation of free online sources has caused many a newspaper and magazine to shutter.

So the question remains, does content have to be discounted or free in order to be read? If there is no perceived value in content than how can it succeed as a business?

The answers may lie in the actions of a couple of magazines, namely The Economist and People. Both are bucking the content discounting trend and have actually been raising subscription costs. By relying on subscription revenue and newsstand sales to cover more of their expenses they have become less dependent on advertising. Increasing price in this economy may sound like a recipe for disaster, but interestingly, the result has been an increase in subscription revenue. Likewise these magazines also increased cover prices at the newsstand and the result was an increase in newsstand sales revenue.

Are The Economist and People the exception? Perhaps. But one thing is clear. Magazines and newspapers need to do something different. The old model is no longer viable. As an industry, magazines, unlike other media properties (i.e. cable, movies, etc.) have done a terrible job of passing increased costs on to consumers. And worse yet, they have not invested for a day they knew would come.

That said, I don’t think the value and relevance that print periodicals provide is entirely diminished because of this. It’s just changing. What I mean is this: people no longer need their newspaper to provide an update on yesterday’s news and events. They got that yesterday from other media and internet sources. The value that a 21st century newspaper or magazine provides is in the interpretation, insight and analysis of events. They remain relevant by telling us how todays news will impact and shape tomorrow. This may be why magazines like The Economist have managed to increase readership while so many others are shrinking. Consumers will pay for that which they perceive to be valuable. Periodicals need to find their place in the changing media landscape, the place where they add value. Then they will be able to charge a reasonable fee and build a business model around it.

- Jeanine Hughes

Siriusly folks..

Sat, 25 Apr 2009 00:00:00 -0600

Are we witnessing the beginning of a strong second act for Sirius XM satellite radio or is what we’re hearing the first few bars of what is likely the company’s swan song?

A few months ago, in what was clearly a savvy financial move, Liberty Media extended a $530 million lifeline to the ailing company to keep it out of bankruptcy court. Now the question is, will this be enough for Sirius to weather the current storm or will terrestrial competition from cellular and internet radio competitors (i.e. AOL Radio, itunes radio, Rhapsody.com, etc.), as well as declining retail distribution channels and a slumping car industry relegate the company to the media fringe.

There is certainly a lot of market skepticism surrounding Sirius XM’s ability to turn things around, as evidenced by its 43-cent stock price (An 84% decline over the course of the last year). And, interestingly, this isn’t the first time satellite radio has been hip-checked by a competing new technology. Just a few years ago the birth and ensuing popularity of the ipod and mp3 player took a sizable bite out of satellite radio’s potential customer base.

This time around, satellite is up against a slew of cheaper (or free), reliable, internet based alternatives like Pandora, Slacker, Foneshow, Stitcher and others. To make matters worse companies like Slacker have reconstructed many of Sirius XM’s channels. (To date they have reconstructed about 17 of Sirius’ 69 channels). This strikes right at the company’s core differentiator – it’s content. And as such, it poses a significant threat. Of course the folks at Sirius will say that computer generated playlists can’t compete with the top notch personalities or exclusive sports broadcasts Sirius provides its listeners. True, their premium content is a key differentiator but as these nascent mobile content providers grow in popularity they have the ability to erode the value of Sirius XM’s content deals with the likes of Howard Stern (who Sirius pays $100 million a year) and Major League Baseball (XM pays $60 million a year) both of which come at a steep cost and, with an eventual expiration. Howard Stern is perhaps the biggest draw among subscribers. If a deal with him was not renewed it could be extremely damaging to Sirius.

Add to this, declining retail distribution in the wake of Circuit City’s bankruptcy, a car industry on life support (about half of all new cars are satellite radio enabled), the increasing availability of bandwidth to distribute content using mobile devices as we move from third generation to fourth generation cellular technology and you can see where Sirius faces substantial, ongoing risk.

So, while Sirius serves a niche by providing an alternative to traditional radio and is for example, particularly popular with people in rural areas who lack good access to cable and cellular coverage, this former new media darling is in real danger of becoming one of yesterday’s heroes.

To save itself it needs to make some significant changes. For starters, it will need to morph into something more than an audio receiver. It will need to embrace all kinds of mobile devices to increase its presence. It will need to explore growth opportunities perhaps as a bundle with DirecTV and it should look to take advantage of the excess spectrum expected to become available as a result of the Sirius, XM merger, to create a valuable platform for the distribution of more mobile video channels as well as audio.

However, one thing seems certain. If Sirius doesn’t make some big changes soon it may miss its chance.

Siriusly.

-Jeanine Hughes