SCHEDULING: THE END OF AN ERA
Current television viewing in Australia is still plagued by the constraints of network scheduling. Whilst ‘live’ television is anchored into a programming schedule based on the start time of the event or spectacle (give or take a few seconds), pre-recorded television needn’t comply to such a rigid weekly format. The Australian television industry is failing to meet changing audience expectations, as technologies continue to advance at a pace that acknowledges “things are changing hourly in the television business” (Palmer, 2008, p. 1).
To name one of the major flaws of commercial free-to-air television scheduling is the tendency for shows to run ‘over time’ in order to skew ratings; a dirty ploy which can dishearten even the most patient viewer. Whilst more alternative avenues of viewing have come into play- for example online viewing, subscription, time-shifting etc., the scheduling system no longer provides programming that is entirely convenient. Take a look at the daily TV guide in the newspaper and one will notice that it has changed significantly in the last decade. Five or six otherwise orderly columns representing the big broadcasters have been condensed and abbreviated into countless smaller secondary categories outlining content offered on purely digital stations, each vying for the attention of a specialty viewing demographic.
The amount of choice on offer for viewers is exponentially increasing, and thus, the ability to keep track of a particular show or series requires much greater effort, for the simple fact that there is much more to keep track of. The television landscape has matured, albeit only recently, and broadcast is no longer the most relevant or reliable source for quality television viewing in Australia.
With the promise of a speedier, more robust internet infrastructure on the horizon, “the speed of processors has been doubling every 18 months” (Paul, 2010, p. 27), it is not unlikely that pre-recorded episodes of television shows may perform better if they were offered on an on-demand basis. And perhaps the best time to integrate such a model would be in co-ordination with the death of the analogue signal, which will cease transmission from Australian broadcasters in 2013. The habit of ‘channel surfing’ would still very much be possible with an on-demand TV experience, however viewers could access programs at any time convenient for them, within a designated period.
Broadcasters are already aware of this desire for casual viewing behavior and increased flexibility among audiences. Today, many people are comfortable with switching channels to view multiple shows at once, missing portions of each because of scheduling clashes. If they could start and stop their programming to incorporate multiple shows, they may be more likely to watch the program in its entirety (or even watch it repeatedly) and thus, increase advertising value. Furthermore, “users are certainly willing to wait for half an hour for content to download as it would take them approximately the same time to physically go to a video rental store, rent the content and come back home” (Paul, 2010, p.27).
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To name one of the major flaws of commercial free-to-air television scheduling is the tendency for shows to run ‘over time’ in order to skew ratings; a dirty ploy which can dishearten even the most patient viewer. Whilst more alternative avenues of viewing have come into play- for example online viewing, subscription, time-shifting etc., the scheduling system no longer provides programming that is entirely convenient. Take a look at the daily TV guide in the newspaper and one will notice that it has changed significantly in the last decade. Five or six otherwise orderly columns representing the big broadcasters have been condensed and abbreviated into countless smaller secondary categories outlining content offered on purely digital stations, each vying for the attention of a specialty viewing demographic.
The amount of choice on offer for viewers is exponentially increasing, and thus, the ability to keep track of a particular show or series requires much greater effort, for the simple fact that there is much more to keep track of. The television landscape has matured, albeit only recently, and broadcast is no longer the most relevant or reliable source for quality television viewing in Australia.
With the promise of a speedier, more robust internet infrastructure on the horizon, “the speed of processors has been doubling every 18 months” (Paul, 2010, p. 27), it is not unlikely that pre-recorded episodes of television shows may perform better if they were offered on an on-demand basis. And perhaps the best time to integrate such a model would be in co-ordination with the death of the analogue signal, which will cease transmission from Australian broadcasters in 2013. The habit of ‘channel surfing’ would still very much be possible with an on-demand TV experience, however viewers could access programs at any time convenient for them, within a designated period.
Broadcasters are already aware of this desire for casual viewing behavior and increased flexibility among audiences. Today, many people are comfortable with switching channels to view multiple shows at once, missing portions of each because of scheduling clashes. If they could start and stop their programming to incorporate multiple shows, they may be more likely to watch the program in its entirety (or even watch it repeatedly) and thus, increase advertising value. Furthermore, “users are certainly willing to wait for half an hour for content to download as it would take them approximately the same time to physically go to a video rental store, rent the content and come back home” (Paul, 2010, p.27).
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