Are we at a tipping point for video streaming and what will it mean for the future of TV?
A crowded marketplace is quickly turning into a battle on one side global online giant Netflix on the other challenged local incumbents, as evidenced by the plight EzyFlix and Quickflix. Paul Whybrow explains why local TV Networks must adapt to the emerging viewer norm if they are to survive, let alone thrive.
The ‘Tipping Point’ is a fantastic book by Malcolm Gladwell, with examples of the magic moment when ideas, trends and social behaviour cross a threshold and tip into a new world, where they spread like wildfire and become the new norm.
I look at the recent events in the TV world here and overseas and wonder whether we are hitting that point with the future of television.
Will we reject linear TV viewing which doesn’t give us the highly personalised experience we all crave: being able to watch what we want, where we want on whatever device we have to hand in a seamless and simplistic way.
The “pool of both creative and technical talent” isn’t the issue. It’s the reluctance of business people to upset the apple cart.
Netflix launched their streaming service 8 years ago. The technology has been there but no one acted on it.
In addition, I’d check the need for “gut instinct” programming. In most cases personalised algorithmic recommendations are preferred.
There’s one reason I just got Netflix – to avoid the ads. How long is an adbreak on 7 and 9 and 10? Has it gotten longer ? Did I read somewhere we have the world’s
longest adbreaks? Face it tv networks – the adbreak is going to be the nail in your coffin.
Shame –I made a good living out of making tv ads and learnt my film craft. If anal advertisers just chilled a bit and trusted the creatives in their agencies the tvc’s might be entertaining enough to watch.
Mark, Quickflix started a streaming service in Australia nearly 5 years ago – they acted on the technology it well before everyone else in this country and it is a shame that as one of the innovators in this country they are getting pushed out of the market by international giants. ‘Local is loved’? Not really it would seem.
You singled out sport, reality shows and news, content forms which have a nanosecond shelf life and are ideal for scheduled programming. Given that all other forms of programming seem to be suited to an on-demand model, it’s hard to see the current FTA horde doing anything other than shrinking in size.
Anonymous, I’m aware of (and used) Quickflix streaming. Three big issues I can see why Quickflix failed:
– Poor rights – the material just wasn’t there. The catalogue looked mostly like bad day time TV
– Poor user experience – the site was awful to use. Compare to Netflix which is largely a pretty good experience.
– Lacked the clout of the big networks.
It’s a pity. I would have liked to see them do well.
Paul’s post is one of those ones which I would love to revisit in 10 years time, I strongly suspect people will laugh at it then.