A Special Report on Television01 May 2010
Changing the Channel
Television is adapting better to technological change than any other medium, says Joel Budd
- The internet tends to disaggregate media products, breaking albums into tracks, and magazines into articles.
- People can pick and choose the content they want without paying too much.
- HBO was able to please viewers instead of advertisers and were able to take more risks and provide better products.
The Lazy Medium
How people really watch television.
- Even though we can record shows, nearly all TV is watched live.
- People may have strong ideas of what they want to watch, but what they really want to do is watch together.
- Watching patterns 1) First see what is on. 2) Then they move to stuff that's stored on media. 3) Lastly, they would go to on-demand video.
- People seem to underestimate how much television they watch and greatly overstate video that they watch
The Killer App
Television needs sport almost as much as sports needs television.
- Why do media firms pay so much for sports?
- 1) Only a certain number of teams with a certain number of games.
- 2) People usually watch them live so that they don't record them and fast forward through advertisements.
- 3) Ratings are usually guaranteed.
Who Needs it?
3D Television is coming whether or not you want it.
- 3D TV projects two images filmed from slightly different angles.
- The images are then directed to the correct eye to produce the 3-D effect.
- Active TV flashes the two images in quick succession and the set is synchronized with battery powered glasses that darken each lens alternatively so each eye sees images it is only supposed to see.
- Passive TV display the two images on alternate lines of the screen polarizing each line in a different direction; the glasses allow the left eye to see only one image and the right eye to see the other one.
- Sport events will probably spur 3D TV---apparently, filming sports in 3D is so compelling that it requires fewer cameras and cuts between cameras; the cameras are also lower on the field of play.
Here, there and everywhere
Television is spreading in new directions.
- Transmedia - using web video or web comics to supplement shows like Heroes or Lost.
- Experiences are deeper and more immersive for the fan.
- Value of transmedia is not measured in advertising dollars but in audience engagement.
- When Michael Jackson died, MTV quickly assembled a reel of the singer's performances and dispatched it globally; A truly decentralized outfit could not have done that.
An interactive Future
The last remaining mass medium needs to engage its audience and target its offering.
The internet, both fixed and mobile, lures advertisers with promises of precision---why scatter a message among millions when you can target the few who would really be interested.
Big shows are crowding out smaller ones partly because of the amplifying effects of social media, like Facebook, and partly through the spread of recorders which makes it easier to watch nothing but hits.
TV subscriptions are aware of where people live---should be easier to target advertising as opposed to the more diffuse way they do it now, with generic commercials during the shows.
If TV can combine scale with specificity and become more responsive to its audience, and target its advertisements more efficiently, it will continue to thrive.