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Loading ...As all of you are well aware the constraints that TV broadcast schedules once exercised over their loyal viewers time have all but melted away. The “modern” viewer need only cruise iTunes, AOL, broadcaster’s websites, YouTube or their local DVD retailer to find the episode they missed or even want to see before it has being aired. Hours of entertainment are available at our fingertips so it is no wonder that few people are willing to fit into the bi-hourly time tables set up for them by major networks. I’m all for this new freedom and it seems that things are not going badly for advertisers or for the networks either. Though DVD sales are dropping the sale of television series on DVD has been consistently rising (New York Times). Advertisers are finding new and ingenious ways to get ad time within the actual show (who can forget the first 30Rock episode with the super oven) or in only slightly disruptive banners at the bottom of the screen.
It seems that there are still a fair number of viewers that enjoy the experience of staying up for their favorite series’ next episode (I think back to my mornings as a high school teacher having to endure endless banter about “last night’s episode of ‘Lost’”). However, for the busier individuals who can only catch time to watch an episode during a very rare lull in their busy schedule the option of a personalized viewing schedule is very appealing. Broadcasters are aware of this. Consider NBC’s final decision to no longer sell their series on iTunes (a point I discussed here). They want to ensure that not only are they able to cater to their consumers individual needs but that they can profit from this new, more personal relationship. They are now offering free episodes a week after their on-air debut (New York Times) and are looking to be able to sell commercial free versions of their shows in the future (at their own prices - not the iTunes $1.99).
What do all these changes mean for the television viewing communities of tomorrow? I remember being in elementary school and not being able to wait to chat about last Friday’s T.G.I.F. line up with all my pals. Will little girls now get together at recess to watch “That’s So Raven” together? Or will teenagers cover there ears and yell at their friends not to spoil the episode that they are going to download next week?
It seems that they days when everyone knows what the other person watched last night are over (remember there was a time when there were only two or three channels… total). Will a new kind of community be formed or will the viewing community become a community of one?
Filed under: Television, YouTube, YouTube Marketing
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