Editor's Letter: Questions, Questions

By John P. Ourand

Brian Lamb is one of the toughest interviews I've ever had.

That seems like an absurd statement about one of the humblest executives in cable. But it's true.

That's because the former journalist asks questions. A lot of questions. In fact, each time I've interviewed Lamb over the past 10-plus years, he ended up asking me as many questions as he answered.

Things were no different a few weeks ago when I tried to interview Lamb about C-SPAN's 25th anniversary, which the network is celebrating this month. While at C-SPAN's Capitol Hill offices, Lamb didn't care to talk much about C-SPAN's legacy. Instead, he asked questions-starting that morning in his role as chief inquisitor on C-SPAN's Washington Journal and continuing later on with questions (both personal and professional) directed at me, at his staff and, even, at our lunchtime waiter at La Colline. ("What region of France is your accent from?")

Lamb's inquisitive style defines everything C-SPAN does. Each executive at C-SPAN, from Lamb on down, is required to question the status quo and see if there are simpler ways to do things. That has led to forward-looking moves from a network that is best known for pedantic congressional hearings.

C-SPAN's ultimate decision about launching a fourth and fifth channel illustrates this tendency. It received the OK from its powerful board of MSO chiefs. It would have been cleared to raise its license fee. And it would have followed a digital landgrab strategy already put forth by bigger network groups.

But C-SPAN's brain trust questioned that strategy, and co-COOs Rob Kennedy and Susan Swain decided the network's resources would be better spent on driving other aspects of the business. Thanks to that decision, look for C-SPAN eventually to have one of the most advanced websites in the cable space, complete with live and archived video clips.

Despite Lamb's reluctance to talk about C-SPAN's first 25 years, the network is planning to celebrate this month with two unique events. On March 10, it is inviting all of its former board members to a dinner in D.C., at which Sen. Edward Kennedy will be the featured speaker. A little more than 100 people are expected. Two and a half weeks later, on March 27, it is hosting a dinner in D.C. for all former C-SPAN employees. About 1,000 are expected.

If Lamb stays true to form, attendees of these bashes should be prepared to field a lot of questions.

Mavis Scanlon continues this theme of inquiry in her new monthly marketing column. Her first effort, on page 14, is rife with tough questions the industry needs to answer before VOD can become a reliable revenue stream: How can networks and operators synchronize their marketing efforts? Should content be original or repurposed? Should operators offer it for free? As these questions get answered, fewer questions will remain in the minds of customers.