Download - The Death of TV? Hardly
The Death of TV?
Steve Weaver, Network Research Director
Death or Liberation?
Image Courtesy of Thinkbox
TV is the most consistent and favoured form of entertainment
over the last 50 years
It is changing!! New delivery technologies
Satellite; cable, digital terrestrial, broadband
New hardware
HD screens, plasma, widescreen pc, ipod, iphone, blackberry
New services
Freeview, TiVo, Iview
TV is now anytime, anywhere
TV = Screens and Content
This gives us the ability to
consume content:
ANY TIME
ANY PLACE
ANY WHERE
But with viewers in control, wont an on-demand tv environment be the
death of TV?
PEOPLE DON’T WANT TO HAVE TO WORK TOO HARD ON THEIR
SELECTIONS!
Despite endless opportunities to be entertained, the vast majority of us still
like to sit on our sofa and reach for the remote
TV is about relaxed entertainment
We still chose the lounge room tv over the PC to watch content
You are now in control of your lounge room tv
VHS used to fill this gap, but now we have an explosion of
choice:
1. PAYTV +2 Channels the whole channel is shifted by 2hrs to allow you to still view what you
want to watch
2. Digital Recording Devices HDD’s, TiVO, IQ replace the VHS allowing you to record and watch when
you want it
3. Online Services ABC IView; NineMSN Catch UP TV; Yahoo7 Catch up TV
Our TV Love affair continues…
• Last year people spent 4hrs 10mins watching TV per day!
• This is a 2% increase on the previous year and 5% higher than 5 years ago
• It takes just 6 weeks for TV to reach 100% of Australians
• 28 Pay channels and 5 FTA channels reported in 2003- now 64 pay channels and 15 FTA channels in 2009
• 3,822m people watched the launch of Underbelly in a single hour. The most popular youtube video in Australia over the last month has pulled only 959k views
Our TV Love affair continues…
• We now are prepared to pay more for a TV than ever
before!
• Virtually all TV Sets sold in Harvey Norman are now HD
capable!
• The average screen size is growing by about an inch per
year!*
• Digital TV Penetration is now well over 50%
* UK Data- Courtesy of Thinkbox
Desire for More
And we continue to want more TV:
BIGGER and BETTER sets, or better picture quality or sound
To CATCH UP with TV we missed
To TREAT ourselves with TV as a form of personal indulgence.
Watching the boxed set of Underbelly in one sitting.
To INTERACT and FIND OUT MORE about the things you love
And ideally some MOBILITY, to take it with you when you go.
Source: Lindsey Clay, Thinkbox
Will TV Advertising Survive?
• Roughly 85% of viewing is still watched ‘live’
• In the UK, recording device owners now watch 6% more ads than before they owned the device
• Those with devices are watching up to 15% more TV!
• Faced with the choice of pay-to-view or ad supported free streaming, we are more over chosing ad supported free streaming
• TV and ‘Search’ (Google) are highly compatible • Huge spikes in search following tv exposure
• Digital TV provides endless cool ways to advertise • Red buttons interactivity
• Extended content via mobile
• Geo-targeted advertising
• Mass personalisation
• Different ads for different screens
– Point of sale retail messages when viewing on your mobile
– Branding campaigns when viewing at home
Image Courtesy of Thinkbox
TV- Death or Liberation?.... Liberation