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Lecture notes looking at the challenges to television posed by new media
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Television, Video & the InternetMAC129 MED102
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OverviewTelevision’s changing landscape
The death of television
The saviour of television
Social television
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‘Disruptive technologies’Bower & Christensen (1995)
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Linear vs Non-linearLinear Television:
Television where the viewer has to watch a scheduled programme at the time it’s offered by a broadcaster, on a particular channel.
‘Push’ media
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Linear vs Non-linearNon-linear Television
An umbrella terms to refer to a range of different services that allow viewers to either break free from the traditional programming schedule, or interact with television content in different ways
‘Pull’ media
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Linear vs Non-linearBrussels
Economic – what will be successful and likely to generate revenue?
Regulation – how are the public’s best interests protected; the future of PSB and the BBC?
Content – what will the future of content look like?
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Linear vs Non-linearBrussels
Television Without Frontiers (2006)
Internet television subject to the same regulations as traditional content
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The UK?2006 BBC/ICM survey:
43% of people who had watched video from an online or mobile source in the past week watched less regular TV as a result
3/4s of people watch more online content than the previous year
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The UK?2006 BBC/ICM survey:
9% of people are regular online viewers
13% are occasional viewers 10% expect to do so in the
future 2/3s did not watch and did not
intend to in the next 12 months
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The UK?2006 BBC/ICM survey:
16-24 year olds - 28% watching the content more than once a week
25-44 year olds - 10% Over 45s- 4%
Ofcom: the number of 16-24 year olds watching television had dropped by 2.9% between 2003-2005
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The death of television?Many claims in recent years…
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The death of television?
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The death of television?
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The death of television?
“Traditional TV won't be here in seven to 10 years … It's changing so fast that I don't know if it's even going to be that long.”- Kim Moses, co-producer of CBS’s Ghost Whisperer
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The Saviour of Television?1000 British consumers
3 hour 45 mins of TV per day +3% increase over past 5 years
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The Saviour of Television?
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The Saviour of Television?1000 British consumers
31% of Internet users watched a catch-up service 23% in 2009
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The Saviour of Television?1000 British consumers
19% of 16-24 years olds watch on a device other than a television
7% average amongst adults
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Defining television today? ‘One of the oldest elements in television’s
definition was its potential for liveness … liveness … nevertheless remains a much touted capacity’ William Uricchio (2009: 31-2)
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Defining television today?Raymond Williams (1974) on ‘flow’: a
temporally sequenced stream of programmes or content marking out the various contours of the day
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Defining television today?Aggregation of content to dispersed publics; as
mass audience, subject to a collective address.
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Defining television today?“Its notion of liveness is one of simulation and
‘on demand’; its embrace of flow is selective and user-generated; and its sense of community and connection is networked and drawn together through recommendation, annotation and prompts” Uricchio, 2009: 35
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Across the pond In 2006 US consumers spent:
$20 billion on television $24 billion on home-video rentals and purchases
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Across the pond In 2006 US consumers spent:
$20 billion on television $24 billion on home-video rentals and purchases
"What's really happened is the disintegration of the traditional programming supply chain ... TV has become more of a portal into a wide range of video sources than an integrated device and service."
Ross Rubin, director of industry analysis for the NPD Group in Borland and Hansen, 2007
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Social televisionOfcom report
1/5 of our media time spent multitasking
16-24 year olds more so 9.5 hours of time squeezed into 6.5 per
day
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Social televisionRobin Sloan, Twitter’s Director of Media
Partnerships:1. Synchronous show tweeting
2. Social viewing
3. New kinds of content
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New platforms?
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TV’s future?“When it comes to transformative TV experiences, we
have barely scratched the surface. Imagine a living-room version of the iPad, where people have a customised
viewing experience. Add an Xbox Kinect-type 3D camera and Google TV search, and you have an new
entertainment experience.”
“Home viewing will change dramatically, with advances in sight-, mind- and gesture-based technologies. Walls may become video displays and multiple projectors will move us closer to holographic and immersive TV experiences.
And that's just at home -- on-the-go will have new display devices."
Gary Shapiro:
Consumer ElectronicsAssociation
Liz Rosenthal: Power to the Pixel
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Summary Struggle to define what we mean by television
now (content or platform?). Emergence of non-linear television?
Television content now watched across more platforms than ever before – it has enormous staying power!
Flexibility in mode of consumption has led to the disintegration of the supply chain – difficult to raise future capital investment in content?
Social media to breathe new life into old platform?
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Sources BBC, 2006, ‘Online video “eroding TV viewing”’,
http://news.bbc.co.uk/1/hi/entertainment/6168950.stm
John Borland and Evan Hansen, 2007, ‘The TV Is Dead. Long Live the TV’, Wired, http://www.wired.com/entertainment/hollywood/news/2007/04/tvhistory_0406
Joseph L. Bower & Clayton M. Christensen,1995, "Disruptive Technologies: Catching the Wave", Harvard Business Review, January–February
Ofcom, 2010, ‘Communications Market Report’, http://stakeholders.ofcom.org.uk/binaries/research/cmr/753567/CMR_2010_FINAL.pdf
Parliament, 2010, Press Notice: The British film and television industries, http://www.parliament.uk/business/committees/committees-archive/lords-press-notices/pn250110comms/
Peter Warren, 2006, ‘It’s TV, but not as we know it’, http://www.guardian.co.uk/technology/2006/jul/06/guardianweeklytechnologysection
William Uricchio, 2009, ‘The Future of a Medium Once Known as Television’ in Pelle Snickars and Patrick Vonderaau (eds), The YouTube Reader, National Library of Sweden
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Questions Is there more to the future of TV other than ‘social tv’?
Have you ever used any social applications in conjunction with your television use? Why/not? Do you do ‘2-screen’ viewing?
Will the 30 second ad spot decline except for live TV or news as we move to a world of TV everywhere?
Will brands continue to invest in TV advertising if ad breaks become less relevant in an ‘on-demand’ world?
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QuestionsWhat is the future for television:
Content funding Consumption Platform/devices
What is television today? Is it the device in the room or the content we watch?
Does the viewing context make a difference to the experience of television?
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Series1
0 5 10 15 20 25 30 35 40
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13
4
3
2.75
2
0.75
iPad
iPhone
iPod
WWW
TV
Radio
How long it took each platform to reach 50 million users
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