the buttoning of the Web: entrenching brand in behavior

TechCrunch reports on the Netflix attempt enter the remote control market. An interesting, if brilliant example of not only how tech device companies are scrambling to secure a place in an ever expanding array of media choices, aligning themselves on a slippery landscape, it also suggests that media modes themselves are trying lock themselves into well-established behaviors. No doubt making the button topos of the remote a space for preferential placement is in some sense derived from the “buttoning” of websites, conceptually. In interesting track of human behavior evolution. Web interactions became “buttoned” graphically, so much so and to such a degree of reality, that so-called “real” buttons now are being thought of as themselves labelable and transposable. Also, entering in the the hardware is one of the surest ways of anchoring your service into the media behavior of users for years, though we can certainly imagine how fast these “Netflix” remotes will become dated.

Brilliant idea: Netflix and a number of consumer electronics companies have joined in a development effort to put Netflix-branded one-click buttons on remote controls that operate Internet-connected TVs, Blu-ray disc players and other devices.

This should make streaming Netflix from your TV even more convenient.

Netflix this morning announced that, starting this Spring, branded buttons – including some featuring the company’s logo – are planned to be placed on remotes that operate certain new Blu-ray disc players from companies like Best Buy’s in-house Dynex brand, Panasonic, Samsung, Sharp, Sony, Toshiba and others.

via Netflix’ Next Destination: On Your Remote Control.

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