The end of the TV schedule

October 26th, 2004

Media Guardian reported on the changes being wrought in the world of broadcast.

Among traditional broadcasters, it is clear that only the BBC has really started thinking about what the shift from linear TV to personalised TV really means. The nature of the ITV beast means that chief executive Charles Allen is more concerned with the next quarter than the next decade. But with each passing results presentation, he might just be edging a little closer to that volcano's edge.

We noted recently that the BBC was taking the changes seriously
Not that we have seen it, but we understand research recently conducted on the PVR, shows that already television has got personal, people are skipping the ads and the conventional business model of revenue generated by spot advertising is under threat.
Questions: How as a commercial broadcaster do I survive? How as a brand do I communicate, advertise to my audience?
Mediapost reported that in the US Mitsubishi has cut $120 million from its Autumn TV ad spend because it believed there was a better way to spend it, reinforces the trend of a movement away from mass TV media
OfCom chairman Lord Currie speaking at a RTS event said

The rapid growth of first multi-channel, then digital, then PVRs and soon higher-speed broadband are simply the pre-tremors of the real volcanic eruption that technology is about to unleash," he said at yet another RTS event. "At the risk of being over-dramatic I would say that most traditional television broadcasters are today standing about the equivalent of one mile from Mount St Helens. When it blows, frankly, that will be too close and it will be too late to run.

Lord Curries comments apparently have been pooh-phooed by many in the industry.
But also consider this. When the cost of broadcast technology is so cheap, businesses and their brands can become their own broadcasters what is in media terms chickenfeed. To look back at the dotcom bubble and bite your thumb at this new world order is simply stupid.
We have changed from a feudal system of passive viewers into active consumers of television programming, I equally think Emily Bells report on the impact of the internet on all media is equally important here in understanding that what is being discussed cannot be dismissed, unless broadcast wants to go the way of the music industry?

How does mainstream broadcasting remain sticky to its audiences?

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