The New Age of Reruns

Reruns have enjoyed a unique place in television programming. They are both criticized and celebrated. Those seeking original shows, groan when the reruns take over, yet others happily accept the fact that they are watching one of their favorite episodes of Seinfeld for the eighth time on the TV rerun circuit. Before broadband Internet was prevalent, a TV series would rise in popularity, and depending on how marketable it became, it would extend its television season with reruns or extend its airing well into future years through syndicated television. However, with fast Web access now ubiquitous, one of the most common uses of reruns is not on television, but as downloadable programming on a computer or iPod.

Apple already lets you buy and download many TV shows and movies from their online store, but unlike the music business, the television and movie businesses aren’t letting Apple steal all the thunder for bringing digital content to the consumer. Companies like NBC are taking steps to also go direct via the Web. They’ve started NBBC (National Broadband Company) enabling consumers to download and watch, television programming, clips and other video content.

It isn’t just television shows and movies that now have an extended life online. Television commercials are also seeing extended duty on the Web. If a TV commercial is good it might be seen again and again on YouTube or Google Video. Or, it may get millions of views in the blog world. In addition, many companies actively promote their television commercials on their websites.

The boundaries for video content are becoming more indistinct. It is easily possible for people to see a “television” commercial or show without actually seeing it on a television. The younger the audience, the more likely that scenario could be true.