Seven Things Changing the TV Experience
Monday, 11. 2. 2009 – Category: T2 Communications
The television viewing experience is changing quickly, but so far the strategy for these changes is a bit lacking. While traditional linear television remains dominant, time-shifted and on-demand content continues to corner a niche in the market place. Recently, U2 shattered records by airing a live stream of their concert at the Rose Bowl on YouTube that registered over 10 million viewers. While a one-time event online, its popularity rivaled linear TV content that evening.
The U2 concert is just the latest example of non-traditional video changing the viewing habits of viewers around the world. Here are six other major events and products that are laying the foundation for the next evolution of video viewing, what some are originally calling TV 2.0.
Hulu: Like YouTube, Hulu is arguably already integral to the viewing experience of many Americans. This is strange because Hulu has only been actively advertised since the Super Bowl this past February. Now it stands alongside YouTube as one of the biggest aggregators of video content online. If the rumors are true, they are looking to take the next step in offering more content, including some that might require subscription fees. This would take them another step closer to become the first online video service provider that could legitimately challenge cable and satellite.
March Madness On-Demand: This past March, CBS offered up all of their game coverage of the Men’s NCAA Basketball Tournament online for free. While CBS networks focused on the regional game, viewers could log in to the CBS website and see any game in progress. Few sports have made their way online, and fewer still have done so for free. With March Madness, CBS tested the waters and found 7.52 million unique visitors liked what they were offering.
Super Bowl Online: CBS appears to be trying to build off their March Madness success. Earlier this year, rumors surfaced that CBS is looking to secure the rights to broadcast the 2010 Super Bowl online as well as on their network. The Super Bowl has long been considered the pinnacle of television ratings. That is why having is shown online will be such a pivotal moment for television. If CBS, the NFL and television programmers in general can show that the world’s largest television event benefits from online viewing, it could open the door to a new wave of content moving online.
TV Everywhere: While the idea isn’t necessarily original, the idea of cable programming coming online is. Major cable operators are coming together to develop, “TV Everywhere,” which they hope will prop up their linear cable service by mimicking Hulu and other online content aggregators.
Apple: Sure, Apple TV hasn’t lived up to the expectations some had hoped for it. But those hopes could help to build the mindset for the next great viewing experience, and don’t be fooled into thinking that Apple is not listening. Apple may continue to call Apple TV a hobby, but it is clear they have video on the brain. iTunes offers consumers an alternative to television viewing, allows you to purchase entire seasons of your favorite shows, with episodes available to download as soon as they air. And looking at the new 27” iMacs, one can easily see the blending of the computer and the flat screen TV—all at a reasonable market price.
MLB TV: Many don’t realize that Major League Baseball has been at the forefront of online video subscriptions. They were the first professional sports league to offer their full schedule of games online. This past May, MLB was granted a patent for their Online Geolocation Technology, which allows them to determine the market in which the viewer is located and overlay the appropriate blackouts for their content. It is a patent that will have implications not just for baseball or sports, but potentially for online video content in general.
David Fleming is Director of Corporate Communications for T² Communications.
Tags: Apple, David Fleming, Hulu, March Madness, MLB TV, NFL, online, Super Bowl, television, TV Everywhere, U2, YouTube