As the television industry commemorates its 60th anniversary this month, it is clear that television has experienced immense change over time. The era of “everywhere and anytime TV” is already here, as broadcasters deliver premium content to large and engaged audiences on multiple devices and screens in every Australian home on a daily basis.
Back in 1956 Bruce Gyngell welcomed Australians to television via a single, linear broadcast technology. Today, the definition of television has fundamentally changed, and it will continue to rapidly transform. Broadcasters have met consumers’ needs by making their favourite shows available on virtually any device, anywhere and anytime.
TV provides a brand-safe environment for advertisers, offering premium, quality content and an enhanced multi-screen viewing experience.
“TV today is connected, collaborative, interactive and immersive. Advertisers know Australians have embraced the new technologies and devices that are the hallmarks of today’s TV and they’re taking advantage of new opportunities provided by interactive video on demand formats, augmented reality and new in-program opportunities,” ThinkTV CEO Kim Portrate said.
“As our industry celebrates its diamond anniversary, the way TV is delivered to consumers is now as diverse as the people themselves. Today’s television is moving with its audience to ensure they can access their favourite shows when and how they want. In fact, the advent of multi-screening has enhanced the viewing experience and provides more opportunities to view. It really is the era of TV everywhere.
“As a result, TV was, is and will continue to be a powerhouse for advertisers. ThinkTV exists to help advertisers get the very best out of today’s TV. We are working with OzTAM to deliver advertisers the tools they need to better measure today’s TV audiences and capture all viewing through the best measurement system in the world; and we are proving the effect and dollar return on investment of TV with our $1 million Payback study.”
Research shows that Australian TV audiences have remained stable for more than a decade with more than 15 million people spending time watching TV every day with the vast majority of their viewing live on the main television set.
Catch up services have also helped build TV audiences and opportunities to view with 2.31million connected devices accessing catch up every week, and an average of 163 minutes viewed every week.
In recent years, TV networks have made significant investments to meet the changing needs of consumers, including additional digital channels, catch up services, streaming channels, apps and social and digital video.