Australian broadcasters aren’t threatened by the future of television, they’re driving it
All TV will be watched through an internet connection and all advertising will be traded via programmatic pipes, according to Magnite’s head of JAPAC Juliette Stead. Is it bad news for TV? Quite the opposite.
Audiences’ media consumption habits have certainly changed in recent years. Consumers seek greater control and choice, tend to multi-task, and the younger generations in particular, seem to have ‘always on’ mindsets. But we mustn’t then think that media consumption and TV viewing have changed beyond recognition.
Indeed, the most recent Everybody Gets It report from Deloitte Access Economics argues the industry isn’t sunsetting, but simply shifting over to digital. It found the economic and social strengths of commercial television in Australia continue to be significant, with commercial TV advertising contributing $2.3 billion to GDP in 2019 and $1.6 billion spent on developing Australian content each year.
Let’s look at the reality of TV’s future.
