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Microsoft Kills Channel 8 and Channel 10

Posted in Deception, Marketing, Microsoft at 2:51 am by Dr. Roy Schestowitz

NTSC colour bars

Summary: Axing embellished as “folding”, more on “perception management”

Mary Jo Foley links to this report about Microsoft’s Channel 8 and Channel 10 getting folded into Channel 9, which Miguel de Icaza seemingly admires. As Foley puts it, they do not publicly acknowledge that budgetary constraints are the cause.

“As Foley puts it, they do not publicly acknowledge that budgetary constraints are the cause.”It is very interesting to see how a reduction from 3 channels to just 1 is described as neutral news, at least in the Mirosoft-sponsored Web sites. No matter how much lipstick is put on this pig, the reduction is very telling and it is part of a trend. Microsoft also axed some of its magazines recently.

The embellishment seen above is very much like PR, and it is only to be expected because it’s part of a pattern (Microsoft's pseudo-reporters break the news when the news is bad). Microsoft may not be unique in that regard. An article from yesterday shows what the monopoly abuser Intel tells its people on behaviour in social networking.

Intel’s guideline headings are: “Be transparent”, “Be judicious”, “Write what you know”, “Perception is reality”, “It’s a conversation”, “Are you adding value?”, “Your responsibility”, “Create some excitement”, “Be a leader”, “Did you screw up?” and “If it gives you pause, pause”.

“Perception is reality”?


That sounds just like an adjunct to “perception management” [1, 2], which is a gruesome practice that should be banned. Regular readers may have noticed a lot of trolls here recently, including familiar ones that are considered “Microsoft shills” and are therefore banned in other Web sites. As we never censor any comments, the trolls take advantage of it. They relentlessly try to disrupt this Web site.

“I’m a huge fan of guerrilla marketing.”

Joe Wilcox, Microsoft Fan

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A Single Comment

  1. André said,

    July 1, 2009 at 3:28 am


    Channel 9 was indeed great but then it was turned into a marketing channel with presenters and professionally prepared content which breaks it down for the customers or makes up the unique verbal dress for the Microsoft geek audience. Boring. For Channel 8 and 10 it must be simply page views, not money. The platforms do not cost much.

    – André

    These *were* the Channel 9 principles:

    1. Channel 9 is all about the conversation. Channel 9 should inspire Microsoft and our customers to talk in an honest and human voice. Channel 9 is not a marketing tool, not a PR tool, not a lead generation tool.

    2. Be a human being. Channel 9 is a place for us to be ourselves, to share who we are, and for us to learn who our customers are.

    3. Learn by listening. When our customers speak, learn from them. Don’t get defensive, don’t argue for the sake of argument. Listen and take what benefits you to heart.

    4. Be smart. Think before you speak, there are some conversations which have no benefit other than to reinforce stereotypes or create negative situations.

    5. Marketing has no place on Channel 9. When we spend money on Channel 9 the goal is to surprise and delight, not to promote or preach.

    6. Don’t shock the system. Lasting change only happens in baby steps.

    7. Know when to turn the mic off. There are some topics which will only result in problems when you discuss them. This has nothing to do with censorship, but with working within the reality of the system that exists in our world today. You will not change anything by taking on legal or financial issues, you will only shock the system, spook the passengers, and create a negative situation.

    8. Don’t be a jerk. Nobody likes mean people.

    9. Commit to the conversation. Don’t stop listening just because you are busy. Don’t stop participating because you don’t agree with someone. Relationships are not built in a day, be in it for the long haul and we will all reap the benefits as an industry.

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