WHERE DO WE STAND?
“Since the advent of television, the television industry has been intensely interested in perpetuating an economic model that favours the broadcaster”. While free to air networks are still dominating on a national scale, the question of ‘for how much longer?’ needs to be addressed. This audience is not secure; they are slowly but surely shrinking and migrating to other means of media consumption. The mass audience is dispersing into smaller units of people interacting with their preferred medium of choice, with a number of people still undecided and moving between different platforms at their discretion. Consumer loyalty does not solely revolve around traditional television any longer.
The freedom of choice that exists outside the traditional programming schedule, which is stagnant, inflexible and dated. It holds no comparison to the endless possibility of the Internet, torrent services and streaming. “Commercial broadcasters have responded to these challenges by diversifying their content and their systems of delivery, learning how to address an individualised, fragmented audience rather than a wide-ranging community or aggregated audience”. Broadcasters must acknowledge the severity of their situation, they are no longer lone players in the game - the NBN is coming. The situation is here, and the fear is warranted. Next Page ➤ |