People Don’t Watch Crap Anymore; The Industry Needs To Redefine ‘TV’

Man with big hair watching television[url=http://www.istockphoto.com/file_search.php?action=file&lightboxID=6793307][IMG]http://i206.photobucket.com/albums/bb234/cellectus/vetta.jpg[/IMG][/url]
[url=http://www.istockphoto.com/file_search.php?action=file&lightboxID=5276630][IMG]http://i206.photobucket.com/albums/bb234/cellectus/portraitII-1.jpg[/IMG][/url]

While the industry is all about putting TV into categories like ‘catch-up’, ‘SVOD’, ‘linear’, consumers don’t care about that, says Christian Kurz, senior vice president of research and insights from mass media company Viacom. To them, it’s just plain ol’ TV.

Speaking a breakfast in Sydney yesterday for mammoth kids’ network Nickelodeon, Kurz explained how the industry is “salami slicing” TV, referring to TV in very specific terminology.

“As an industry, we really need to catch up with our audience who are already there, and we just need to change the language when we talk about these things,” he told an audience of media buyers and brands.

There’s no shortage of media attention given to the perception TV is declining, said Kurz, which he claimed is completely not the case.

Rather, consumers have redefined what TV means to them, and the industry has been left to the wayside.

“As an industry, we kind of need to follow suit,” he said. To consumers, it doesn’t matter whether the TV is watched on a big screen in the lounge room, or a puny device under the covers. It’s all the same.

And given the plethora of content available now on any of the various salami slice definitions, viewers choose what they want to watch, not just what’s on TV.

More access doesn’t equal more consumption though, said Kurz. “No one watches crap anymore.”

When it comes to how kids are tuning into the screen, there’s no doubt in anyone’s mind linear TV – the LCD the comfy couch is pointed towards – is the main source for securing a few kiddie eyeballs.

However, research from Viacom saw a deeper penetration of tablets in Australia than globally.

If there’s access to tablets for kids at home, some 75 per cent of them will hop on, compared to the 64 per cent globally.

Smartphones were a lot less, with 54 per cent using the palm-sized devices in Australia compared to 65 per cent on an international scale.




Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

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 […]