Phil Cooke

Christian media is becoming and will become so broad that it difficult to ascertain what is Christian truth.  Christians are being influenced by culture to the degree that they seek out those who will tell them what they want to hear, and not what the gospels teach.  The pendulum swings to the left in the years to come.

I agree with Barry.  Christian media is here until Jesus comes.  But we have to be more creative as there will be more competing for the viewer/listener's time than ever.  Yes, it is all about the story, how we tell it. 

Along with that, I think what Phil told us a few weeks ago is amazing! He was at the Biola Conference, and had met media creators who had never heard of the "big players" in Christian media. I think, tap into them, and you'll find the future of Christian media, as it should be. (Also, there needs to be a more sophisticated "test audience". So, ministries can tweek their shows, guaging their work from a realistic response. Not just showing it to the choir).

Excellent posts all!

The future?  Just look at Phil’s website.  Every workday he posts an interesting new blog or two attempting to discern the truth about something important to our interests.  Then the blog is open to truth aggregation by accepting cogent comments from intelligent people around the planet.

Hm… This is very open, transparent and altogether good.  Compare this to the diode-casting from major ministries.  No opposing views accepted.  No transparency.  No urgency.  Just fiat.  Just because.   Just same old, same old.

Now, everyone wants to look into the future.  But God keeps it sort of veiled, because that’s how he sets things up.  But he lets His friends know a thing or two.

So, building on Phil’s excellent model, future ministry would have multifaceted broad appeal, would attempt to teach “higher” truths, would employ lots of parables, poems, on-demand videos, interpret modern culture tales and movies, songs, relate to current events, still employ scripture, yada yada.

Oh, and free resources.  Via the internet, modern ministries wouldn’t sell so much.  They’d give so much.  Like make available listings of free Bible software, free Jesus movies, free video on demand, free spoken Bible sites, free Bible word search sites, free instruction, free lessons on how-not-to-get-extorted, free lessons on how-to-recognize-stage hypnotism in ministry events and leaders,  all truth available for free.

And then there is doctrine:  In the future, great ministries will work on one main goal.  And that is enlightenment unto indwelling.  Hearkening back to Jesus’ admonitions that the Kingdom (which is He, Himself) of God is within you, and Colossians’ secret that God lives in us, modern ministries will hold their spirits and truth accountable to this main thing:  Does it make more manifesters of Christ?

So this kind of automatically excludes the prideful heads of ministries, because humility is where all is at.

And prophets, well they must be prophets.  They could prove themselves, like the newspaper in  J. K. Rowlings’  world of Harry Potter, by publishing a kind of “Daily Prophet” giving us a spiritual weather report.

Maybe this is the kind of report Phil Cooke is herein doing.

Then again, I could be wrong.

" Every workday he posts an interesting new blog or two attempting to discern the truth about something important to our interests."

Yepindoodles!  'Tis a very good thing!

As far as pastors (with right heart/motives) broadcasting their sermons over television..that's coming to end I believe. 1. My generation, 30 somethings, don't tithe as we should anyway, and we definitly don't give to people ask for it all the time. Sadly, pastors (with the wrong motives) will increase on television.

As far as pastors broadcasting over the internet via podcast..well that's going to go through the roof..no doubt.

When it comes to movies..being a filmmaker myself I see the production value and writing of films with christian themes greatly increasing in the near future. I also think this will be combated with movies with very anti-christian themes, more specifically documentaries.  PBS and History channel love to play documentaries that sort of appear christian on the outside, but are very much the opposite. The thing about documentaries, is they are excepted as fact much more than a narrative film.

I own a company that creates sermon illustrations. The need for short powerful videos for worship services is only increasing as more churches buy projectors and presentation software.

I also think people will share more short videos of inspiration much like they do the poor power point  ones with the midi soundtrack .

Finally, I think the closer we get to the Lords returning, we will see television programs that will effectively blur the lines of truth. Shows that appear to tell the truths of God but are only disguised lies.

-nate

Phil and Elizabeth, If I may be allowed to expand on the future of Christian media:  Enlightenment unto indwelling of God will happen primarily through maturity of spirit.

Maturity of spirit will first require a certain level of expectation de-programming.  Viewers now expect a ministry program must have the typical exhortation, guilt, entertainment and extraction; but not necessarily any teachings and examples of indwelling of God.  So, do the opposite!

Show how lights are dimmed spiritually by pandering to these less than mature expectations.  Show how stage hypnotists perform techniques often quite similar to televangelist techniques.  Show how pilots who are taught to fly but never fly; well… they never fly.

Mature eyes are open to a great many things.  Surely the height of spiritual awareness is not always imparted by a Neuro-Linguistic Programming pattern interrupt shout of “BOP!” or “TAKE-IT-TAKE-IT-TAKE-IT!”  Nor is maturity to be had in the quick martial arts head-tilt takedown maneuver of throwing a wave of kinetic energy via a minister’s open palm wiggled back and forth on granny’s ever-trusting, pink-locked forehead.

Mature media ministry will be sheep-centric vs. shepherd-centric.  In other words, God indwelling increases when you praise actions of the God-indwelt (as I did here of Phil for raising this topic and this website) vs. sending accolades to a leader because his or her vanity requires it.

Mature ministry is creative.  See Derrin Brown’s YouTube clips of his secular U.K. TV program demonstrating advanced wiles of showmanship and psychology.  He astounds and edifies while creatively proving certain points.

Imagine a Christian program with each episode more creative than the last, making Kingdom of Heaven truths known in this day.  Imagine a pastor humble and brave enough to trust he or she could get advanced precepts and lines going in actual people, different people who are the stars of separate episodes of teaching.  You would see a mature shepherd in the background, encouraging the maturing and “enlightenment unto indwelling” sheep in the foreground. 

The viewers might say something like this: “That shepherd got those sheep manifesting Jesus at a high level!  Each episode he does it with different people, with them doing different aspects of our Lord’s nature!  We are beginning to see the Lord’s return.  It’s not all about mega-wealthy-in-dollars shepherds!  No, why it’s all about mega-wealthy-in-spirit-and-truth sheep!  These common folk take the shepherd’s advanced teachings, and they actually start to shine like Christ, like Moses’ face must have shined from seeing God!  We can actually see God shining in these people taught of the Lord.  It’s an interesting cloud of witnesses.  All captured on video!”

And that, or any number of different things like that, my friends of Phil Cooke, will be the day.

lots of great posts.  not sure i am as positive about the future of "christian" media. it will be around, but will it be effective?  i think less effective. i think free television will decline (as it is doing now) and i think feature films will become bigger and smaller. more big event films from the studios,and more small films from filmmakers.

 in general, our "christian culture" seems more intolerant and out of touch.  Especially regarding politics.  i look forward to the new ideas of the current students and filmmakers who are playing with the new paradigms.  i believe our future lies with pockets of  resistance in the culture, developing new ideas and media forms, that makes an impact.  i am a big believer in short films and their potential impact: not quite commercials and not quite movies.

otherwise, flashy ways of showing sermons, or self servings stories will never reach beyond the"choir".  5-10 years won't show much change, but 20 years will.  hey Phil, write about that!

As long as Christians on this planet then there will be Christian media. We are God's living media. Our lives are meant to reflect His glory. But when it comes to movies, TV and radio I think independent efforts will do the best. Things like Tyler Perry's movies that do well at the Box Office because they already have a good supporting fanbase.  

As an indie filmmaker and screenwriter I look forward to whatever creative way God will use people. 

I've only been an occasional visitor to this blog although I'm familiar with Phil's book, "Branding Faith".  But having worked in and around Christian media for almost thirty years (that would be Christian radio and the music business, on the business side not as an artist) I had a few thoughts I wanted to add to those already posted.

First to the question of whether Christian radio and TV will exist in 5 or 10 years, I would say, undoubtably yes.  Some, probably a shrinking percentage, will look much like it does today.  Those ministries that stay locked in a relatively fixed mindset will continue to appeal to the (literally) dying percentage of believers who prefer their media the way it's always been.  Some ministries that stick with the same model may try to add some technology to their outreaches in a half-hearted attempt to reach a different audience, but it will be just that – an 'add on', not a paradigm-shifting rethinking of how they utilize new media.  I'd put many of the traditional TV ministries (from the Hour of Power to TBN's sideshow antics in that category) as well as some of the more traditional radio networks (Moody) and stations. 

Some radio and tv ministries are working hard to be cutting-edge in their use of new media and they're beginning to shift their emphasis away from the traditional delivery systems, FM or AM radio programs and syndicated TV placement.  Not surprisingly, those that are led by progressive-thinking leaders will have a better shot at reaching a new and different audience.  But still, the obstacle they may face is the content itself.  I'm not big on labels but no matter how you categorize your ministry approach or style (emergent-this, neo-that, etc.) the content and how it's presented is going to have to reach an audience that is more theologically, ethnically and culturally diverse than ever before.  Feeling safe that you've targeted a 55+ audience in the midwest who faithfully send in their $25 bucks a month isn't going to cut it.  Ministries are going to have to be distinct, rich in content and relatable in presentation. 

I think there will be the K-LOVES and other larger networks but they'll hit a plateau in reach and audience size pretty quickly, especially given the direction the broadcasting economy is moving.  Bigger stations in major markets will still do pretty well, but the non-comms will probably fare better than the commercial stations.  Smaller markets?  It's a crapshoot.  Most owners, as they get older, are selling while the value is still there.  Multiple HD paths and channels are the future, to the extent FM radio has one.  But even given that technology, stations are going to have to be much more adept and skillful in creating online communities where their listeners (present and hopefully future) will congregate.  Any company that's sinking millions into buying FM licenses these days is risking a very slow long-term return on investment.  If they even ever recoup. 

Many people of faith under the age of 35 don't listen to Christian radio.  It doesn't meet their musical or spiritual needs.  Not that the product is all that bad, although in some cases it's horrendous, but it's just an outmoded model that doesn't meet their lifestyle needs.  They feel no sense of obligation to listen or to support it and why should they?  It's their parent's station, not theirs.  Things in the culture are changing, not as quickly as technology is, but Christian media is notorious for being a generation behind.  That may have worked with the baby boomers, but it won't with Gen X or anyone who follows.  The inability or unwillingness by so many to fully embrace that reality is the biggest impediment to future growth.  The sad thing is, when they die there are going to be very few around to mourn their loss.  Nobody's going to care.  Not much of a testimony to their stewardship.

There aren't many Christian TV stations.  They're probably going to slowly go away too.  And the syndicated programs, or those that run on a TBN, will find dwindling audiences as viewership continues to fragment.  Interestingly, EWTN (the Catholic network founded in 1981 by Mother Angelica) is doing quite well in viewership and financial resources.  It's a small but faithful audience.  On the other end of the scale, the pseudo-psychobabble-Christianity-lite that Joel Osteen presents may do surprisingly well, short of a major scandal or financial implosion.

So 5 or 10 years out, yes I believe there will still be Christian radio and TV, but its viability will be increasingly challenged by new media and creative visionaries who can more adeptly communicate the message of the gospel.

Will it be effective?  It depends on who's measuring it.  If you look at Arbitron or Neilsen ratings, the numbers aren't high to begin with.  One of the good things that's happening with books like "Branding Faith" and "Brand Jesus" by Tyler Wigg Stevenson (and others) is there's the beginning of a convergence between people of faith who are both creators of and consumers of Christian media.  Again, the old models which lasted for a generation or more, are going away.  More slowly in some parts of the country and some aspects of media, but the end is not far away.  Even the National Religious Broadcasters have a mindset they call 'growth' but which is, in fact, 'fixed'.  Not to cast aspersions on anyone or any particular ministry, but at their most recent convention in Nashville, the major 'issues' were not so much technological but governmental.  Threats from the evil empire (secular American society) that would curtail the freedoms religious broadcasters enjoy; a problematic FCC that wants to push localism (a good thing in and of itself) but through means that would bankrupt many stations.  Not much talk about how relevant (I hate that word, but…) their ministries are or who the audience of the future is and how they're going to be reached.  The business-side seminars focused more on how to squeeze more money out of existing (read:  bluehair) donors than the need (and one would think, desire) to reach new audiences.   

What will be effective is the well-funded, well-designed and well-targeted media outreaches that meet the audience where it is.  In our consumerist culture (and Christianity is just one more choice among many), people aren't going to come to us.  We have to reach out to them, speak their language and above all, be authentic and honest in our approach.  That, perhaps more than anything in my experience, is what's been lacking in much of Christian radio and TV for a long time.  "Oh no, we have all the answers so come to Jesus…"  "Jesus loves you, as long as…."  We've put the gospel message in a wrapper that is for the most part irrelevant and unappealing to the world of which we are a part.  As a consequence, the world flips the bird at most Christian media.  Frankly, some of the time, I do too.

I'm not involved in film making so I can't speak to that aspect of media at all, but my hunch would be, as others have said, that smaller, indie films will probably have a a brighter future than big studio productions.  A Fox Faith sees what 'Passion of the Christ' did and thinks, we can spend 7% of that budget, put out some cutesy predictable crap and Christians will flock to see it.  I mean, a lot of Christians went to see 'Facing The Giants', which despite what I'm sure were good motives on the part of its producers, fell short on many levels.  Is there going to be a motivation then on the part of secular filmmakers to create good art for the Christian market?  Of course not.  Why would they when they see Christians producing crap and thousands of other Christians buying tickets to see it?  I believe we are, collectively,
very poor reflectors of Christ's nature back into the culture.  And since the gospel is counter-cultural at heart, how successful should we expect Christian endeavors to even be?  Are we creating content (Christian music, radio, tv, film, etc.) to sell to other Christians?  Is it a commercial enterprise at heart?  Sure, economics play into it but really…what is it we're all about anyway?

One other area that I think touches on radio and TV is Christian music.  The industry is in the midst of a downturn; again, the old models aren't working.  Not just that CD sales are down and downloads (legal or illegal) are up, but it's becoming more relationship-driven than just sales driven.  From social networking sites to podcasts to YouTube…all of it…artists and consumers are connecting on a totally different level.  Is the music industry to blame?  Sure, in part.  The whole mentality of corporate rock – that is, the creation of music from an economic or formula-driven perspective – is just as alive today as ever.  It's led to a narrowing of artistry and style which is why so many bands and solo acts sound alike.  It's easier to copy something than create something new.  Today's music consumer has a more organic relationship with the artist; the music that is distinct, creative and expressive of truth is increasingly indie-based.  Just as with radio and TV, the big three Christian record labels will still be around in 5 or 10 years but their complexion will be different.  People are going to look back at the 80's and 90's and think…what on earth were they doing? And this is a good thing, people are going to be asking, what is Christian music anyway?  Is it something that overtly shares a gospel message or is it any music created by an artist who is a Christian?  I think of U2 and Johnny Cash and T-Bone Burnett and Bob Dylan as Christian artists as much as 33 Miles, Mercy Me or Natalie Grant (although she's hotter than any of them).  What's going to be Christian music in 5 or 10 years?  To quote Charlie Peacock in the last issue of CCM Magazine, "The sum of Christian music's contribution will be underutilized and underappreciated by the church and viewed as irrelevant by the world.  I see no reason to believe that the cumulative catalog of music will increase in value and popularity."

So what's the challenge?  We're drowning in information – what we're sorely lacking is meaning and context.  The current and next generation of Christian communicators will need to tackle that as much as they'll need to determine what emerging technologies will be most adept at communicating the message.  There are lots of different streams of communication in the culture – which stream is Christian media going to be in and who will it touch? 

There's a difference between teaching and transformation.  New media is great at bringing the transformational message of the gospel to people.  Teaching, doctrine, all the petty "there's only three big issues that should matter to Christians" mentalities will slowly (and not without a fight) fall by the wayside as a better representation of what faith and belief means is communicated.  Transformational messages can be broadcast; teaching messages will be narrowcasted.

As creatives, we need to be honest and bold enough to re-examine our ethics and methods.  If we're going to express and communicate faith in a real way to a world that, for the most part, doesn't give a damn, we have to be willing to risk the relative safety of the evangelical subculture, get out of our coccoon and engage the world honestly, creatively and respectfully.  Anything less will be doomed to fail.  Life is problematic; we don't have all the answers; and even in a global sense, America isn't the guy in the white hat anymore.  Can we accept that challenge?  Can we express our faith and our humanity, flaws and all, or are we going to continue to play games that the world can clearly see through; games that diminish the potential of the gospel to reach and transform lives, and through lives, the culture?

And that's just the next 5 to 10…think about the next 10 to 20.

"That shepherd got those sheep manifesting Jesus at a high level! Each episode he does it with different people, with them doing different aspects of our Lord’s nature!"

That would be living the dream, Robert.  May it be so.

Dear Phil:

Thanks for raising this important question!  I always appreciate your thoughts.

I organized a group of 40 researcher-writers during the summer of 2007 to conduct extensive research on the topic of the future of Christian media (or evangelical media). The resulting InterVarsity Press book just came out. We've put material and web links on a book-related website, so you might give it a look.  We have not promoted the website, so your readers will be among the first to see it:

http://www.understandingevangelicalmedia.com

One struggle we had was defining "Christian media" in the midst of so many changes, from Christian video to Christian comics, and from Christian theme parks to Christian YouTube videos, even from Christian public relations to Christian advertising–all of it being changed partly by financial shifts and partly by technological developments. I am still tracking Christian book publishing since I write, publish, edit, and agent books. We also asked a major mainline Protestants, Catholics, and Jews what they thought about Christian media (essays address those topics directly).

I hope you will write a book on the topic of the future of Christian media! I'd love to hear what you have to say. I also welcome any thoughts on our book. My contact info is available via my website, below.  If you are going to be in West Michigan please let me know.

Best wishes,

Quentin Schultze

http://www.quentinschultze.com

Professor of Communication

Calvin College

Dave G. makes a salient point.  My post was primarily concerned with the issues of mindset and content of future media.  I do believe content will be the biggest differentiator between those who are successful and those who are not.  But interactivity and ease of use will be the most important factors in terms of facilitating the content.  No effort will thrive in a new media environment until the cost-of-delivery and cost-to-consumer issues are resolved. 

Even the most cutting edge of today's methodologies will be 'old' in five to ten years.  I'm not enough of a futurist to have the answers, in fact they may not even exist yet.  The challenge is integrating the best (most accessible and affordable) media technology with quality, zero or minimal-cost-to-consumer content.  That's a leap ahead and apart from where we are today.

I 

The big Christian television networks are living on borrowed time. They are one piece of unfriendly legislation away from being relegated to the backwaters of digital cable. They are the happily-grazing dinosaurs right before the giant meteorite hits the Yucatan Peninsula.

The meteor in this case is either an ala carte pricing mandate for cable companies or a repeal of the “must carry” law. Both are likely if Democrats increase their majorities in both houses of Congress as seems likely at this time.

Radio, on the other hand, or more accurately “portable digital audio content” is about to experience a renaissance.

Nevertheless, the real future of Christian media lies, not in preaching, but in story-telling.

I don’t mean to minimize the value and power of preaching and teaching–particularly in the context of live events. But where “media” is concerned, the power to communicate the truth of the Gospel will lie with those with the skill to weave that truth into a compelling narrative fabric in a world where the lines between “Christian” and “secular” media have blurred or disappeared altogether.

Movies, shorts, viral videos, novels, allegories… these will increasingly be where the relevance and action is five to ten years from now.

It’s back to the campfire–where the storytellers will inherit the earth.

David, do you mean story telling like Jesus did? Parables? Stories that may or may not be completely understood? You hit the nail on the head. I never really thought about this until a conversation I had about 6 months ago with a friend. Because I grew up in a very regimented denominational religion, I just assumed that church and Christianity was equivalent to 3 Hymns, taking up the offering, and a 3 point sermon followed by an altar call. 

If Jesus is the model, then Jesus is the model for everything right? 

Will Christian media (particularly radio and TV) exist in 5-10 years?
Yes. The advent of radio did not spell the end of printing, and television did not put an end to radio. As the long as the distribution medium exists Christians will use it.

Will it look like it does today?
Probably not. Christian programs will evolve just like secular programs. More distribution outlets leads to more productions; giving creative folks the opportunity to jump into the mix in new and creative ways.

Will it be effective?
I suppose that is determined by how you evaluate effectiveness; ie, money, ratings, critical acclaim, revival, cultural change, conversion, teaching, popularity… To many the gospel has always been foolishness, but to those that are being saved it is the power of God. cf. I Corinthians 1:18-20.

What will it look like?
I hope we see more drama and documentaries added to the talking heads. I see the future as more of an additive process than a subtractive one. Broadcast television's best suit is live production. There is a dynamic there that does not exist in other media. The internet and IPTV are best at video on demand. A big challenge today is letting folks know where they can find a program among the ever inncreasing number of distribution sources.

David

I heard recently, that deception is where there is enough truth to make the lie look credible.

I think Christian radio and television 5 to 10 years from now may be irrelevant, much like local and national news will be. Considering the immense cost of broadcasting on either a local or national basis for television and radio, I think most ministries will opt for "narrowcasting" instead of broadcasting. In other words, they will leverage the power of podcasting and creating and delivering content so that folks who are interested in their ministry can subscribe and easily get all new content. This is happening more and more today with "news". When I watch my local 6:00 p.m. news in Atlanta, (a very rare occurrence mind you), I can only stomach about 5 to 10 minutes of it because its either very negative or already old news. For most people today, myself included, I realize that there are hundreds and in many cases thousands of sources for news today. I prefer to get my news in a very focused manner. I follow technology and new media news very closely and I follow many different sources. The reason I follow a lot of different sources is that there are so many different "spins" on the same story. Being able to quickly see two or three different stories on the same event or announcement helps me form an objective opinion about the event myself. It kind of goes back to the whole Wiki idea in that the 6:00 p.m. Local or National News Anchor isn't the only one who can report good news or might have some sort of story to share.

So, in essence, I get my news when I want it, I consume it when and where I want to. In fact, at present the same is true for me as it relates to Christian media. I don't watch Christian TV or listen to Christian radio, I subscribe to podcasts of the ministries that I find relevant to me, my life and where I am at in my relationship with God right now. I attend church regularly and the Pastor at my church certainly speaks into my life, but he's not the only Pastor that does so thanks to the advent of podcasting or "narrowcasting". 

The question I have is will podcasting become what Christian TV has become to folks like myself. I honestly can't stomach most of it. As you mentioned in your book Branding Faith, this is probably because most of it is so hideous. Frankly, the bar is set very very high and most ministries don't hire a firm like yours to help them present a broadcast image that supports the brand. 

I think that only the strongest and most cash rich ministries will continue to truly broadcast. I would say too, that even those will learn and understand the benefits of Rich Media or Digital Media Publishing, the concept of creating content once and then delivering that content in everything from High Definition down to files optimized for audio and video podcasting and everything in between. The reason for this is that, like it or not, it's all about the consumer with media today. We want control of what we see and when and how we see it.

Yes to parables!

I’m thinking primarily in terms of fiction and documentaries–short form and long. For a the written form, take a look at a novel by Leif Enger called “Peace Like a River.” It was a secular release book that sold very well, and yet is one of the most powerful advertisements for Christianity I’ve ever seen.