Γιατί η ελεύθερη επίγεια τηλεόραση δεν απειλείται από την συνδρομητική τηλεόραση και παραμένει ενα κοινωνικό μέσο TV’s dead… or is it? Mairie MacTague According to recent rapid changes in consumerism and access to media, many commentators have concluded that TV is dead. However, David Brennan, from media consultancy Media Native, argues that whatever the impact of these changes and however the landscape is being reformed, television is performing better than ever before. He argues that the following five commonly heard statements are simply myths: 1. People don’t watch TV anymore – Television viewing has never been higher. Since 2007, almost every month has produced a new record for the amount of time we spend watching TV. So far, 2013 looks no different. 2. On-demand: the great ‘migration’ – Most TV viewing is shared and this appears to be a growing phenomenon. Most shared viewing is based around the schedules, whereas on-demand tends to be a more individual experience. 3. Personal video recorder (PVR) – the death of the 30 second spot – PVRs show no indication of destroying the TV advertising model. Rather, they appear to be strengthening it. People don’t adopt PVRs to avoid ads, but to improve their viewing experience and watch more programmes. 4. Advertising is dead – or is it? – Advertising revenues aren’t dying, they are shifting; a change from display to classified (through the phenomenal growth of the search advertising market) and from brand building to response has recently been observed. 5. The death of ‘content’? – TV’s real power doesn’t lie in the technology. Instead, it lies in the content. TV offers high-quality, curated, rich media storytelling entertainment, and people will find interest in that. What do you think? Do you agree with David’s views?
Posted on: Fri, 27 Sep 2013 03:30:42 +0000
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