Television in 2010

TV in 2010

A multitude of television channels broadcast 24 hours a day and more is available via online streaming.

The plentiful nature of television means that channel loyalty is extremely low, except for highly niche channels that address a specialised audience. Channel surfing is routine for broadcast television and content is streamed vas individual programmes or 'box sets' of series. This means that branding of programmes is crucial - audiences must recognise each programme as a brand in the same way as they do for films. This requires television channels to rely on tested television brands or to heavily promote their new programmes, which need to be 'sealable' - to have some element (stars, production values, narrative) that provides a 'reason why' for the audience to tune in. 

Continuity announcements desperately try to keep viewers interested as programme end credits roll promoting the following programmes and cross-promoting similar programmes elsewhere in their stable of channels. Audience 'hooks' at the opening of each programme are vital to entice viewers not to change the channel. Channels increasingly rely on popular flagship programmes to support their branding as a channel. The development of long form television drama reflects this need for high quality flagship programming - the serial narratives of these dramas is designed to encourage loyalty to the programme as audiences must follow every episode.

The highly competitive nature of television has consequences for regulation. Regulators in the digital world have much less power over commercial channels and none over online streaming if the company is based overseas - such as Netflix.