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:
> Repeat transmissions and delayed viewings > Personal video recorder viewings, e.g. Tivo in the United States > Viewings on catch-up television services > Viewings on the broadcaster’s player services > Viewings on on-demand services like iTunes.
In 2010, the figures showed a huge increase in television output being accessed online, on demand. The figures varied depending on the show; however, in the case of ‘True Blood’, a hefty 40% of its audience accessed the show on non-traditional media such as on demand services, catch-up television or personal video recorder services. What is really remarkable is that a few years ago the figure was close to 0%. We have to ask ourselves, is it really so unlikely that the figure will rise further in the next few years? This not only creates advertising revenue challenges for the television industry, but also opportunities for television producers.
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