The end of the world as we know it

Tomorrow marks the end of the world as we know it, or at least the end of the television world as we know it.  Tomorrow at 12:01 AM, television takes its next great leap in the US, from analog signal to digital.  We finally catch up with the rest of the world who’ve had really cool features on their broadcast channels  for years.  Most of us have cable or satellite, which already takes advantage of a digital signal, some having required a new box be installed to get certain channels.  In all, it’s really nothing but an overdue upgrade (like we’re going from Windows 95 to Windows XP, but not yet to Windows 7).  What it does remind me of is how reluctant most people are to make changes like this.  Most don’t see it as a cool new thing, they just see it as a hassle (“What do you mean I have to buy new equipment to watch the same old TV”).  It sounds much like the daily grind at DDA.  We get a lot of questions like ‘What do you mean we have to switch our email practices?’ or ‘Why do we have to upgrade from Windows 95 to see a website?’  It may seem silly to us, we’re always excited about new gadgets and toys we can use on the web, but it’s understandable.

Humans generally love to stay in their comfort zone.  This is nothing new.  I don’t enjoy things I have to do on a daily basis (and generally let everyone around me know) that take me out of my comfort zone. The issue with technology is that as technology progresses we have to stay up on everything that is happening or we will miss out on an opportunity that may pass us by, that goes for DDA as well as for our clients.  We provide services that few companies of our size can, because we are willing to go out on a limb and take risks on technology that is just starting to emerge.  We have the brilliance of staff to pull off some amazing pieces of work.  From David’s crazy ideas through process to finish, the people here make it happen.  It’s pretty cool to actually sit back and watch some of the things we do.  We have streaming video that works though Flash which updates databases and throws some Coldfusion administration in the mix.  That in itself could involve 3 or 4 of us, and everyone puts it together seamlessly.