Not the end of television The age of television is at an end. There are obvious examples of sports events, big national events and the big entertainment shows that will always capture large national audiences. The key change, however, is that most other output can be supplied on demand. Drama, documentaries, and news are all essentially on-demand products. The trend is that this content will be increasingly consumed when the audience wants to consume it and not just when the television scheduler decides to broadcast it.
Audiences are by and large choosing the devices they want to use and the content they want to consume on them. Transmedia is valuable here because it allows you, the producer, to capture and engage with an audience. Crucially, it allows you to engage the audience in exactly the way that viewers are now accessing media content. We, as media producers, have no option but to follow this accelerating trend. For instance, in the United States, audiences are now measured not just in terms of the television viewing figures for a specific programme; the audience figures are now also broken down into the various different ways the programme was consumed. For instance, they will measure not just the live broadcast figures but will also measure during the following week: