The schedule dominates, stillThe podcast |
Deloitte global podcasts
The schedule dominates, still
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For all the talk of the death of linear television, 95 percent of all television programmes watched in 2012 will be live or within a day of the original broadcast. Technology has not shattered the TV schedule which has remained surprisingly powerful. A leading video-streaming company has even acknowledged that it is not directly competing against traditional linear television and offered a service it dubbed “re-run TV.” Even the advent of social networks has enhanced, rather than diminished, the schedule’s appeal as commentary on programs has expanded from the living room to a community. This may be because we are hard-wired to prefer routine. Choice is cherished but choosing is a chore. Conventional broadcasters need to build on this power and show advertisers the advantages of the schedule and building campaigns within the context of a schedule.
Podcast highlights:
- Why has the traditional, linear TV schedule remained surprisingly resilient?
- Might new technologies designed to help viewers avert the traditional schedule actually help strengthen the power of the schedule?
- How does human behavior draw us back to the schedule?
