Why Broadcasters & Movie Companies Need to Watch Out

Movie projector on a dark background with light beam / high contrast image

Speaking at ad:tech Sydney earlier this week, Jeff Cole, founder and director at research and policy institute Center for the Digital Future, was not optimistic about the future of TV, radio and cinema.

According to Cole, the end of free-to-air television is near.

He said: “I think if we look at the future free-to-air television: CBS, ABC, NBC in America [or] Seven, Nine and Ten here … people have been talking about the death of free-to-air television since I was a little boy. I never believed in it. It’s still here.

“But I think we can now see the end of free-to-air television in the US and in Australia.

When discussing how he believed the end of free-to-air television would unfold, he spoke about Jeff Bezos – American tech entrepreneur and investor.

“Jeff Bezos decided he didn’t want to buy a studio, he could have bought any of them. He decided he wanted to build one.

“And he started putting money into programming and began winning Oscars and Emmy’s and now has a pretty impressive television and film operation.

“But Bezos has also decided he’s interested in sports. And he’s started to buy streaming rights. Little ones. So too has Facebook and Google (YouTube).

“I think when the next AFL contract or cricket contract, just as when basketball and NFL football in the US, I think Amazon is going to bid on those sports.

“As I said to CBS in America about the NFL, ‘when that comes up for biding, who is going to outbid the richest man in the world? Not you'”.

Cole said he believes when Amazon, Google and Facebook get American basketball and football, and cricket and rugby here, it will be the collapse of free-to-air television.

He continued: “They won’t go bankrupt and disappear. They may become on-demand, over-the-top services. But without sports, Seven, Nine and Ten just don’t work.

“You can only watch so much Married at First Sight”.

Cole said free-to-air television is already losing money on sports because “sports codes really know that they can’t get more money out of the free-to-airs”.

He added: “So I think that’s what finally brings down free-to-air in the UK, America and Australia”.

Cole also added that broadcasters and movie companies need to be aware of driverless car, suggesting the car is set to become “the second most important media environment in our lives”.

He said: “We’ll consume more media in our cars than anywhere else in our lives. That’s going to be a big problem for radio. If you’re listening to radio in your car now, [with driverless cars]you’re going to be watching television.

It’s also important to note the line between film and television has completely blurred, according to Cole.

He said: “Historically when somebody became a big television star, the first thing they wanted to do was to get out of television as quickly as possible and become a movie star.

“Today, there’s actually more status in television, and more money for production and television than film.

“Film used to have three major advantages over television: bigger stars, bigger stories and bigger screen.

“Today, the biggest stars you will find in over-the-top television. Big Little Lies part two premieres in two months with Reese Witherspoon, Nicole Kidman and the addition for a season of Meryl Streep.

“Bigger stories? What could be a bigger story than The Crown?

“And bigger screen? A movie theatre is a bigger screen, but the average Australian household buying a television set is 55 inches or bigger. So the screen in the theatre is bigger and better. But it’s not as big and better as it used to be when we were watching 22 inch sets.

Cole added: “The line between television and film has blurred. If you look at people under the age of 16, they actually don’t see movies as a premium experience over television”.




Please login with linkedin to comment

adtech broadcast Cinema Jeff cole

Latest News

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]

realestate.com.au Extends Major Partnership With Sydney Swans
  • Marketing

realestate.com.au Extends Major Partnership With Sydney Swans

Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]

Avenue C Nabs Paula Lopes From KINESSO
  • Marketing

Avenue C Nabs Paula Lopes From KINESSO

Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference
  • Advertising

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference

oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]