Time: The Real Reason TV Died

The recent abrupt cancellation of the teen show The O.C. has raised more hackles about the abandonment of the young viewer by the major networks.  Actually, it is the young viewers who are abandoning traditional TV; the networks know this and they are cutting their losses to focus on the older demographics who still use the medium.  Make no mistake, Deal or No Deal is not Bubble Generation programming, and it is not meant to be. TV is now for the geriatric set.  That is, until it dies out altogether.

The fundamental truth, what those in denial--network executives and sentimentalists--refuse to acknowledge, is that TV has died not because of lousy, ill-suited content, or podcasts, or media competition, or even ad-free alternatives: TV has died because it is a time-based medium. 

It is the restrictive nature of linear, time-based programming that has made TV irrelevant to the new generation of citizen consumers.

As I outlined 10 years ago in a Web Magazine cover story (as a paper medium, the magazine is appropriately defunct), breaking the time barrier is the real opportunity (or threat, if you will) of the always-on, personally-empowered era of the Internet.  Content is neither king nor is it dead; it has existed since the cave drawings at Lascaux or Shakespeare or Howdy Doody.  No, content is not deterring the BubbleGen viewers from TV (although it contributes) and sure, advertising is an irritating but avoidable annoyance (god bless Tivo).  No, it is the restrictive nature of linear, time-based programming that has made TV irrelevant to the new generation of citizen consumers.  The BubbleGen viewer doesn't want to be forced to watch content at a set time.  His or her lifestyle no longer conforms to that type of rhythm.  Prime time, drive time, TV Guide?  Irrelevant artifices.  Today's consumer of content wants it when and how and where she wants it.  Broadcast, webcast or phonecast.  Midday or midnight. 

That is what the traditional TV and radio folks don't seem to get.  Dump the time shackles and traditional media can be relevant again.  Stay with this false premise that you can cast it and they will come, and eventually the medium will die out with the aging audience. 

Comments

[Mark Laudi]

Hi Tom

I couldn't agree more with your analysis. The linear one-size-fits-all programming that each and every television (and radio) station produces is rather archaic. The proliferation of channels does offer some choice, but just not the choice to fast forward, rewind or listen again.

But I would go one step further and say that simply repurposing content for mobile and online playback is not the answer. Far from it. We've counted 18 fundamental differences between the traditional media and the new media. Eighteen! After reading them you end up asking yourself: why would anyone ever think of repurposing content?!

Happy to discuss further.

Mark Laudi
Managing Director
Hong Bao Media (Holdings) Pte Ltd
Singapore