The Business: TV is Dead

Or, at least we’re redefining it

BY SHANE O’NEILL

Published in the June 2013 issue

Tv is dead! Well, it’s not really dead, but its current architecture is dying … OK, “evolving” into something entirely different. When you think TV, what do you think about? I think about sitting in front of a television and watching my favorite show at 9. The problem is referring to television as media. We are in the age of content, and, because we don’t have to watch that content on a TV, it will change how you advertise.

Don’t get me wrong, I like plopping down on the couch and watching a good movie on my big screen. Yeah, good times. But, I don’t have to, nor do I always want to.

Sometimes I watch movies or TV shows … sorry, I mean broadcast entertainment, on my laptop in bed, at a friend’s house, at the airport, or anywhere else I want. In fact, the iPad is one of the reasons this is going on.

Why? Because the iPad is a content delivery device and, surprise, that’s what people are using it for. Bottom line, it’s all about content and how it’s delivered.

See, there is something going on that is picking up steam, and it will cause a major shift in how we view media. It’s the cable cutters. According to a Deloitte Survey, one in five Americans say they’ve either cut the TV cord, or plan to do so soon.

It’s certainly not perfected yet, but it’s happening and evolving quickly. I use AppleTV to watch movies. I don’t go to stores and check out a DVD. I push a couple of buttons, watch, and I’m done. However, I can also watch YouTube videos, listen to my music and view my pictures. It’s not just Apple providing the content, it’s also companies like Netflix, Hulu, Amazon and GoogleTV that are constantly expanding the content they deliver and how.

I can watch just about any show I want online, either on any of these service providers or the actual content providers, NBC, CBS, ABC, Comedy Central, etc.

However, my cable options are limited to my subscription package. That doesn’t seem right, and I’m paying $75 a month for basic cable. Come to think of it … that kind of ticks me off.

What does this all mean? It means to start to consider some of these providers for delivery of your advertising.

Did you know, for example, there is a much higher brand recall rate on Hulu versus cable? And it’s not just the “kids.” The average age of the Hulu consumer is 32.

I’m not saying it’s right for everyone, but it’s all part of the growth in “social marketing” and it’s much more than just Facebook and Twitter; it’s the entire digital landscape. It’s all connected and the next three to five years will redefine what we consider “TV.”

COMMENTARY BY SHANE O’NEILL

Shane O’Neill is director of Digital Marketing at Fruchtman Marketing. Contact him at shane@fruchtman.com.