Stonehenge Is the Right Idea Now: Dale Cripps Pitches International HD Cooperative Network

by Dale Cripps
Friday, November 5, 1999

I wrote the following piece associates at CableLabs. I send it along to you, and you are free to re-distribute it to whom-so-ever you like. Indeed, that is the way this is going to get propagated. This is not an easy task. I am but one man still with a vision. I know that particular vision is right as long as the cooperation for it is also made right. That is the challenge. Not any of the majors today--Warners, Disney, MCA, Viacom, Sony, etc., could do this because they would be shot down by their competitors or denied access to important elements by competitors. It has to be started by one...then all things can cling to that one. Of course, it could be that it becomes nothing more than a dead web page. It is all up to the rest. I have made the commitment in my heart years ago to do it. This is just the beginning...the part to get your attention and collaboration on ideas that will lead us to truly a new era in television--not just better pictures and sound.

Dale Cripps
November 4, 1999

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I am more convinced today that the Stonehenge plan (as it is now called in the Hollywood Reporter) is right--not exclusively right--but certainly a constructive contribution to our entertainment/communications industries.

I am no longer concerned that H/DTV will fall out of favor and be dropped by the consumer electronics groups...though that IS always a danger, isn't it?. I understand that the heads of the large CE companies have accepted the time it will take to engage it using traditional channels, and I am told they are not concerned over the rate of penetration occurring now--nor even the speed bumps that Sinclair has erected.

Non-conventionally speaking, the birth of Stonehenge would substantially accelerate the early adopter acceptance and provide a very refreshing reputation for HDTV. Is that useful? Or, should I ask; is that useful enough to attract the right attention from ALL parties--all the stakeholders in HDTV who are needed to fulfill this plan? Of course, I am obsessed with the view that we should make Stonehenge an international for-profit cross-industry cooperative.

It will take unprecedented cross-industry cooperation before "near-first" run content from Hollywood and elsewhere is made available to us on an exclusive basis. This is not a window to be granted easily, but I know this window is under consideration. To open that window, all competitors in Hollywood must join together and see for themselves that a NEW, and highly compelling benefit comes to their businesses with a cooperative hand for, and an investment in Stonehenge. No delusional entrepreneur acting on his or her own, or even in a small group, can go up against these powers and hope to win.. Bill Gates, Paul Allen, and Warren Buffet together have not gained that window. But there is a way, a very compelling one, that can unlock this for us (Stonehenge, that is).

Leadership approaching them with a far reaching vision--one that features no less than free money for Hollywood--is the only one capable of gathering these tough competitors into any form of cooperative venture.. We have that in our vision, and a great deal more.

I am in position to deliver this vision from the 16 years of service to our industry. There are, of course, many people better known, far smarter, and certainly wealthier then myself, but my story is compelling--16 years of my adult life dedicated daily, and without reward, to securing a superior television service for the world. My views have been published throughout the world, and have consistently reflected my belief that HDTV finally is a good for society--raising the standard of living as new beauty streams into the home. Mine is not a hard story to sell...and my style of leadership is, gratefully, limited to mere encouragement of gifted and talented people assembled to do their best for our cause. I find micro management very tiring and ineffectual. I am more of a good audience than a hands-on creator. At most, I will lend a hand with whatever inspiration and any guidance that is genuinely mine to give. The rest is done by the talent assembled.

One thing many find interesting and different about Stonehenge is the symbolism of it--chosen because it is an abstract connection to the earliest of human history, as well as being a subtle and constant reminder of the spiritual undercurrents which seem to have driven life with an invisible hand. The theater emerged from the need for self-revelation and became the means for explaining the gods. Will serious artist be moved by our primal symbolism as we move into the first century of the new Millennium? I am trusting that it will evoke the best from our global artists for years to come? I do not mean to suggest that our network should become a spiritual beacon for everyone or with any particular bent, but at a minimum it is a ponderable for our audience, which will give new artistic expression a receptive frontier.

Let me leave the abstract and get specific on this next point. While the long development for HDTV been unprofitable for most parties (myself included), I'm am not a willing martyr geared to giving up my life to further the cause of HD alone. In the end it is an opporunity, not a necessity. Having recognized years ago its social value the price already paid is justified. But I will NOT enter into a monstrously hard and expensive work of organizing Stonehenge International without being completely satisfied that all the support and talent needed for its success is identified and being drawn towards it. Then we will convert that attraction into funding, and move forward.

I want Stonehenge to be the finest premium global cultural/entertainment television service in the world. Without that attainment we will not sustain high levels of revenue need to make this plan functional. If Stonehenge is not the cutting edge, five star experience for our customers, it will crumble.

Lee Iaccoa said every new enterprise must be launched by its visionary--its spiritual head--or it will fail. I know the vision is mine. But that leaves a great deal of room for highly skilled and talented people in every deparment. I see no end of opportunity and no high that cannot be sought after.

Well, this is the tip of the iceberg. I have left much of the plan in reserve for later discussions. My hope is that I have stimulated your interest enough that a productive dialog can begin.

I will let you know on our web site if, and when, the support shows itself. I am more aggresive today, but I am still just one man doing far-too much to be efficient. With or wihtout Stonehenge, I am sure the industry will do reasonably well. I do hope HDTV does not becomes so burdensome in the conventional markets that it sinks even the sea upon which it must float. I feel confident with the birth of Stonehenge that a new shout-for-joy will be heard from the creative and financial communities as they come to understand that a way is appearing that can be followed with confidence. Joe Flaherty said to me years ago, "There is a pony in all this somewhere." That pony is made up of the right software/hardware combination targeted specifically to the group most likely to appreciate it, and who are best able to shoulder the cost for the premium value that it must be. I'll take that pony and leave the rest in the stall for those with other views.

Dale E. Cripps
November 2, 1999

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