Just think for a minute. How did your grandparents consume
content on their television sets? They structured their commitments around the schedule of the broadcasting companies for the
privilege of enjoying their favorite shows.
Then came the era of live telecasts and the element of
anticipation was added to the mix. From sports championships to beauty
pageants, millions of eyeballs greedily took in events and results, as they
happened in real time and were as knowledgeable and savvy as the newspaper
editors.
At the turn of the new millennium though a trend burst onto screens, literally, and it was that of
personalized, streaming content. It allowed viewers to watch what they wanted to when they wanted to and at their own terms of frequency and ‘pauses.' And the concept of non-linear visual
entertainment was born.
But is traditional television going the land-phone way? Will
it soon be an object of nostalgia for times simpler?
If the advertisement numbers for linear entertainment are to be considered, conventional ‘TV’ is
still a powerhouse and will continue to
be so for a very long time to come.
WHAT DO THE EXPERTS
SAY?
Those with industry experience and objectivity feel that
content personalization on streaming platforms, like Netflix and Hulu, make for an enjoyable experience. But some disadvantages and problems will slowly but
surely manifest themselves,
disillusioning enthusiastic adopters.
·
- First and foremost, with choices come the penalty of potential user interface complications. People need to jump from one platform to another to enjoy features that they like. Yes, broadcasts provided next to nothing regarding interactivity and convenience when compared to the streaming and VOD options of today but Millennials think differently, and they want the best of all that is available to them. Thus with engagement (that stems from tailoring hands-on what one can watch) comes the fatigue of navigating different applications which can get tedious after a while. And the broadcast system can be supplanted only when the alternative is just as easy a habit to slip into.
- Analysis Paralysis is also a likely problem. With so much going on, leisure time is wasted in ‘deciding what to watch’ instead of actually watching it. Busy Millennials can get exasperated by the growing number of options presented to their overstretched minds, and this might cause friction where non-linear viewing is concerned. The world may as well return to the comfort of the couch and allow someone else – the broadcasters - to take decisions on their behalf for the majority of their entertainment needs
- Last but not the least, fragmentation may actually bump up prices. Personalized content promises to be cheaper than channel bundles because you only pay for what you wish to enjoy. But a closer evaluation of this business model shows that in the search for a ‘complete’ viewer experience that can justify the shift from good old television broadcasts people often end up subscribing to more streaming content platforms and channel modules than they realistically need to. A la carte sounds lucrative and cost-effective but rarely is so.
SO THE FUTURE IS…
Linear entertainment is not going to retire anytime soon. It
is simply going to evolve. It will stick to its broadcast model and its
simplicity but will offer a roster of personalization features for the people
who would like to take advantage of them. Recording programs, the ability to
play and ‘pause’ live television, movies on demand are just a few examples.
More is on the horizon – especially with the popularity of smart television
sets that can access the internet.
Streaming services will continue to play second fiddle and
provide content that is completely in control of the audience for when it is in
the mood to diligently choose its entertainment.
So hold on to your flat screens and your Direct-to-Home cable
guy. The revolution is still far away.
