TV IS DEAD?

PROGRAMME 4: TIME FOR TV

PROGRAMME OUTLINE

00:00 – 00:52

A general overview of the challenges facing the TV industry.

00:52 – 01:18

Nowadays we can watch television when we want to and fast forward through the ads. To counter this, broadcasters encourage viewer participation.

01:18 – 02:00
Time for TV

People still watch on average 25 hours of TV per week, choosing from many channels and ways of accessing.

02:00 – 03:59
Time-shifting technology

Nowadays 12% of viewing takes place away from the regular schedules, with PVRs (personal video recorders) having the greatest impact. Fast-forwarding reduces programme length.

03:59 – 06:54
Skipping the ads

This presents problems for broadcasters who sell advertising space based on the projected audience-size viewing at a certain time. Sponsorship funders are important. Time-shifting means viewers miss the channel's own branding.

06:54 – 08:36
The schedulers

Schedulers plan in advance. They keep an eye on the other channels, and take account of programme delivery time, programme cost, viewers' preferences, and the time of day and year. Time-shifting technology threatens the schedule.

08:36 – 08:50
Bringing us back to the schedule

Broadcasters encourage viewers to watch TV and the ads live.

08:50 – 11:58
Peaktime

The most popular time for TV is between 7pm and 10pm. Advertising revenue is highest then, so more money goes into the programming. Ratings matter.

11:58 –14:26
Soaps

Soaps – shows about ordinary people in ordinary places – succeed in bringing people to the schedule and sometimes run for years. 'Emmerdale' is distinctive because of its countryside setting. Soaps encourage conversation, are easy to follow and best watched at transmission time (rather than recorded).

14:26 – 16:20
Must-see TV

Broadcasters put huge resources into the kind of shows that encourage conversation. To join in, people watch live, as these programmes often have a short shelf-life and quickly become history. 'Event' television is becoming popular.

16:20 – 19:56
Weekend?

Effort and money goes into weekend programming, particularly Saturday night. 'Together TV' means television that family and different age-groups can enjoy watching together. They are less likely to switch channels or fast-forward through the ads. Such crowd-pulling television is not new, but it has been modernised.

19:56 – 24:00
Interactive TV

People want more interactivity in their lives. Talent voting shows are a successful format, and in order to vote for contestants, viewers must watch live. This is a 'lean forward' rather than a 'sit back' experience. Saturday nights attract large audiences, demonstrating that there is an appetite for family viewing, which provides 'social glue'.