TV Isn't Dead - It's Evolving and Evolving Quickly
Posted in: Online TV/Music at 01/09/2015 15:31
The abandonment of linear TV formats for digital on-demand media consumption signifies the rebirth of TV. How does this metamorphosis affect brand strategy for consumer engagement?
Wall Street research firm Pacific Crest released a report last week that highlights the slow erosion of cable subscribers and the death toll for TV. I'm not sure I agree with the hysteria that TV is dying, but I do believe that TV is in the midst of a massive transformation from the analog linear programming engagement model to a digital, on-demand engagement model.
This transformation is scary for video content owners that have underinvested in digital content distribution, and likely even more unnerving for multichannel video programming distributors (MVPDs). Cable companies like Comcast watch hundreds of thousands of subscribers abandon them month after month. However, the modest erosion of today isn't a massive threat, as TV is still the easiest way to reach consumers consistently with an engaging message at scale.