With a change in technology, markets are we witnessing a mobile makeover for traditional television? - Media Bytes, Question of the Week
The term "traditional television" is an interesting phrase. With a breakdown, it reminds us that once upon a time, families around the world gathered around the tube to enjoy sitcoms, romantic comedies, even novellas and cop shows during prime time hours. The tradition was supported by a lifestyle that, here in America, was scheduled and coordinated by the pace of life and past times of traditional family habits. It sounds antiquated, but less than 20 years, this was a reality.
Today, television - its viewers, devices, and networks - are different, and so are its ad publishers. So is it possible that we are witnessing traditional television going obsolete?
This was a major topic of discussion for our June 23rd episode of Media Bytes Live, which opened up with our Question of the Week on the topic.
As predicted, our answers varied.
TIFFANY: We're already witnessing it now.
CINDY: [In Agreement] We may be witnessing its end now.
TV's BIG MOVE TOWARDS STREAMING
There's a new tradition. It involves a heavy push for television networks to join the wave of everything-mobile. U.S. consumers spending an average of 5 hours a day on their mobile devices has given television networks and ad publishers a green light to moving from what now seems like out-dated broadcasts to broadband streaming and access through these mobile devices. Everything is about speed in mobile, and access to on-demand content means that the ball is ultimately in the court of networks that understand the importance of mobile.
And so there is where traditional television might make its exit.
With nearly every network in your typical cable providers' subscription plan now with their own mobile app, not to mention the decline in cable subscriptions, TV might appear to be going obsolete and many experts agree that it is.
According to a 2015 Investopedia feature, Kristina Zucchi described in detail the crippling elements and opponents leading to the decline in traditional television. Among them, emerging competitors such as Amazon, Crackle, and SlingTV; the decline in cable subscriptions; the demand for highly sought-after television content from networks like HBO, Stars - all networks now with their own mobile apps and subscriptions independent of cable providers; the overall cost of cable bundles and lastly, the emergence of mobile-first or mobile-only.
Television, like the rest of the web, is moving towards mobile. For the upcoming 2017-2018 football season, the NFL has partnered with Amazon Prime TV to bring select games (including 10 Thursday night games) to their network for streaming to Amazon's more than 80MIL active subscribers. We can expect to see a rise in contract deals like this, and if that is the case then the end of traditional television will definitely be finalized.
Watch Episode 21 of Media Bytes Live, available at our Media Bytes Youtube Channel, and live every Friday afternoon at 12 PM.
>> Read more: 5 Reasons Why the Cable Industry Is Dying