Is television now dead or is it just resting?

by Julian Westaby.

unity-of-the-russian-people

The chat round our Monday morning Chablis at Dunning towers was the ‘quite remarkable’ (as David Coleman used to say) story that the next England International Football game is ONLY going to be available for footie fans to view over the Internet. For a fee of anything between a fiver or a tenner (depending on when you sign-up) you’ll get access to the streaming of this bit of football history. It’s NOT going to be on television for the first time ever. England v Ukraine at a laptop near you!

It’s all been happening in the football arena as this comes hot on the heels of the mighty Kilwinning Rangers announcing that they’ve covered a game on Twitter http://twitter.com/steadythebuffs a Scottish first, according to them. How exactly this is going to work is obviously going to be the most interesting part but we’ll definitely be checking it out, if it turns out to be a success.

At the tail-end of last week, it was also announced that Internet advertising had surpassed TV advertising in the UK for the first time ever, so it set us thinking, is sport on TV finished? Is TV finished?

One of our Directors,  Julian Westaby had a discussion with a VERY senior TV executive last week and it’s clear that things are definitely changing for telly. But these changes could indeed turn out be the saviour of Television. So, how’s this going to work then?

Well, because it’s all very new, we’re not going to come up with a single, concise answer here. Telly execs have been wracking their brains and still are not all that sure what shape the future will be! However, this might be a move away from ‘Broadcasting’ in its truest sense (sending out one programme to a large, generic, UK television audience) to creating content-rich, regional programming which is sent out to a smaller but much more dedicated and selected audience. This audience will find the programming MUCH more interesting and a lot more relevant to their tastes. Because of this, advertisers will be keen to engage with audiences who fit-in EXACTLY with their products and services. So from Broadcasting, to Narrowcasting. Hmm, that would be different.

Anyway, we’re getting ground-breaking stories every week on ‘firsts’ and ‘convergence’ and you could argue that the emergence of new and flexible platforms is nothing new. There used to be a cinema on every corner, because nobody had a telly. Then, there wasn’t. So it should not come as too much of a surprise that now everyone’s on the Internet, things will be changing. Interesting times though.