We Don’t Want to Watch What You Want Us to Watch

Especially when you want us to watch it.

Times are changing in TV land.

While we in NZ still have restrictive broadband limitations in speed and monthly data caps, the world moves ahead in the use of streaming video.

Offerings such as Hulu and Netflix, plus streaming options through other providers such as Amazon mean that video delivered over the internet is dominating internet traffic in those markets.

But even in New Zealand, on demand video is becoming more and more prevalent. MySky allows for easy recording and playback of shows from SkyTV’s plethora of channels and the free to air networks have the OnDemand services where you can catch up on shows you have missed only a day later.

But what this “on demand” method of consuming video (and audio) does, is it puts the control of the content back into the viewers hands.

Apart from live events such as sport, where the “watching it live” component is eminently important, most other forms of TV or movies can be consumed at the viewers leisure. No more checking the TV guide and planning your life around when a particular show is on, just watch it when you like.

Imagine a world where you can pick and choose all of the shows you want to watch with no reliance on date and time.

What impact could this have on the different parts of the ecosystem?

Producers of Content: Major producers might be more selective of what content they invest in and so the number of productions might reduce in size (possibly better funded). Independent producers of content such as the Twit Network may be encouraged to produce more content to fill the gaps left my changed in major network production.

Advertisers: Much improved analytics and viewer statistics will allow for much more targeted advertising. Ads for lower rating shows will reflect those lower ratings and advertisers can get a real idea as to the viewership of their ad portfolio.

Consumers: Fringe shows (from the current model) will become even more marginalised until they disappear. Niche shows will be created by nimble producers focussed on fanatical audiences. The only scheduled shows will be live events.

I like this future as it enables true choice for the consumer and a better experience.

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