Research and debate around the future of ‘traditional television and radio’ broadcasting continues.
A recent report from Deloittes seems to counter mass thinking that the demise of traditions broadcast is just around the corner.
Throughout this year at least, the report is predicting over 90% of all TV viewing and over 80% of all audio content consumed will be from the traditional TV and radio broadcast systems.
Reason stated for continued use of scheduled programming include the ease of use and inertia of those services - no user intervention or forward planning needed.
The report goes further to suggest that the availability of on-demand content, appropriately supported by the mainstream Broadcasters, can actually increase the demand scheduled programming.
This is a theme the ABC in Australia promoted at the Australian Broadcasting Summit in Sydney last year. Much of their on-line presence was aimed at getting viewers back in front of their television sets enjoying scheduled programming.
There seems to be a small but growing voice of caution around the now widely accepted view that all consumers want to completely control what they watch, when they watch it and where they watch it. Do mass market consumers always embrace the possibilities of new technology like early adopters?
Change is constant, but what of the pace of that change in viewing/listening habits – maybe we need to think about change more in terms of generations than tens of years?
-- Steve Roberts, Kordia
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