Video Programming Trends Changing

TV—at least as we’ve traditionally thought of it—is changing. I’m talking about TV we get via from the big networks via broadcast, cable or satellite. The number of people watching traditional TV just set a recent new record low for the number of viewers (via The Long Tail). As the article points out, July is usually the low point for viewers, but this set a new low even for a July.

In addition, the big networks are having a harder time selling their advertising inventory. It appears to be a buyers market, which happens when supply exceeds demand. Advertisers are paying for eyeballs and if there are fewer people watching, then the demand from advertisers is less.

Meanwhile digital video content is a different story. The growth here has been phenonmenal. Digital content can be delivered directly through the computer creating IPTV. This means it can be delivered by whoever produces it, and it can bypass broadcast signals, cable and satellite.  This should gives us an indication where the next battleground might be for who controls TV, movies and other digital content.

As I’ve said before, TV and movies aren’t going away. The big questions though are who will deliver this programming in the future and how will it be distributed. If I were an exec right now at one of the big TV networks, I’d feel like a general trying to fight a war with a dozen major fronts, and more opening every day.