The disruption of the TV station time-space continuum has been predicted so often that it’s tempting to dismiss it this time around. The contention in today’s WSJ: Disney and Apple “have taken a potentially significant step in the dismantling of a decades-old system for distributing TV programming to viewers, a move that could have profound long-term consequences for broadcasters, cable systems and satellite companies if more users download shows instead of watching them the old-fashioned way.”
That’s a pretty big if. Truth is a lot of things are chipping away at local station audiences — intense programming competition from cable networks; alternative forms of delivery like VOD and DVD; HD; time-shifting and place-shifting; other demands for attention like video games; filesharing; etc. It also requires another if under the current construct — if more people are willing to pay per show than watch it on TV. The fascinating bit about this partnership isn’t the ability to download TV shows, a genie that left the bottle a long time ago, but the effort to charge for the downloads and to control the experience.
But by for now and for a long time into the future, the easiest, least-expensive and highest-quality way for people to get television still is to flip on the set and watch. The balancing act for everyone in the programming distribution chain will be to keep delivering to that audience while catering to those seeking different experiences.
One more thought … If stations and networks aren’t looking at ways to deliver geo-coded, ad-supported programs via broadband — a variation of the way “free” ie ad-supported broadband video is being delivered now — they should be. I don’t think I’m the only one who would opt for that over paying $1.99 an episode.
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