MediaPost's TVWatch
A media critique by Wayne Friedman , Friday, Oct. 28, 2011
A male college student on a panel at the recent OMMA Video conference in San Francisco responded earnestly to a media question:
"When you say 'live TV'... what do you mean? Could you elaborate a bit more?"
Laughter filled the room.
So, the female questioner from the audience went deeper in a straightforward way: "So when it's on the TV screen, say Monday at 8 p.m. Or, like, 'The Office,' when it airs on Thursday night at whatever time."
"Oh," the student said. "Like cable."
Oh, indeed. The exchange spoke volumes, of course, about what older, experienced media professionals are trying to grasp concerning shifts in consumer media usage.
It makes sense that some consumers, who don't have personal experience related to what TV used to be, would be scratching their heads. With all the time-shifting going on -- via DVRs, Hulu, Netflix, video-on-demand, and more -- what exactly is "live TV" these days?
Excepting news programs, sports, award shows and the big "live" finales of reality shows, the answer in most cases is: "a live airing of a TV show probably produced weeks or months before."
Yet, media researchers and the business press can still focus on Nielsen metrics such as "live viewing" or even "live plus same day viewing.”
The male student on the OMMA panel was amped to view the new season of Showtime's "Dexter," but said he didn't mind waiting until the end of its current run to watch a bunch of episodes in a row. A female student on the panel called that "binged" viewing -- which, of course, includes little if any watching of advertising.
These students had the usual complaints about TV advertising. They don’t like it much. But, after much thought, another female student said that she loved the current end-of-the-world-themed commercials for Allstate Insurance. Other students mentioned their love of the trailer commercial for the independent film "Misrepresentation."
After much back-and-forth, the male student seemed to get a better sense of "live TV," asking, "Oh -- like talk shows?" Well, yes... and maybe.
The thinking makes sense. Even if networks look to delay the Internet viewing of current shows eight 8 days -- as Fox is doing s-- that's no problem. Students say they'll just wait -- perhaps until the end of the season to watch a dense-pack worth of episodes of a series. Besides, there is so much other stuff to watch -- what's the rush?
For advertisers, this kind of apathy towards some content – combined with high-speed viewing through other shows -- has been causing problems, especially with the current disparate nature of the TV distribution system.
It speaks volumes about what was once thought basic and important in media planning and buying. "Live," later or next year? Where's the real value?
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