As Australians’ viewing habits increasingly fragment across screens and platforms, the question of how to bring audiences back to traditional TV has never been more pressing.
During a recent LG Electronics panel in Sydney, following the launch of its 2026 TV and Sound Bar range, B&T spoke with Alex Blundell Jones, commercial director for LG Ad Solutions in Australia, who highlighted the changing landscape and the role of technology in reshaping viewing habits.
At the event, a panel of Australian experts, including Blundell Jones, discussed the evolving media landscape and how TV can compete with digital platforms.
The most recent data from OzTAM and ACMA shows that while viewing habits are shifting toward digital, traditional TV still commands the vast majority of in-home video consumption. Statistics showed approximately 88 per cent of Australians tune into broadcast television or BVOD at least once a month, with roughly 16 billion minutes of broadcast TV and BVOD content watched weekly.
For media owners and advertisers wanting to shift more audiences onto TV, and away from social media, Jones told B&T, “it’s all about ease”.
He said that historically, TV advertising has been “complex and largely accessible only to major brands”.
Jones highlighted that overseas some broadcasters have started creating products specifically for SMEs to advertise on the big screen, including Channel 4’s ‘Smart Ad Engine’ in the UK, an AI-powered tool launched late last year allowing SMEs to create TV-ready ads within minutes. Nine similarly has its Ad Manager tool in this market.
“The wall gardens have done fantastically well at making it super easy. TV should do the same.”
He believes to create a seamless viewing experience that will shift audiences off social media and onto TV, media owners and advertisers must prioritise simplicity, accessibility, and technology.
Using technology to rebuild Aussie viewing habits
Jones highlighted LG’s latest innovations focus on creating “seamless entertainment experiences.”
“It’s never been a better time to watch TV: endless content options, incredible viewing quality, and the ability to watch on your terms without being constrained to the TV Guide,” he explained.
“Our home screens bring all your apps together in one place, with content recommendations and live sports alerts. It’s less about reversing fragmentation and more about making the viewing experience effortless,” Jones added.
Cyber-psychologist Jocelyn Brewer, also on the panel, said Australian’s nervous systems are often overstimulated by “constant digital noise”.
“TV, especially when designed as a shared, immersive experience, provides visual calm and a chance to reconnect,” she said.
How to win the attention of viewers in a short-form world
With short-form social media dominating attention spans, Jones acknowledged it can be challenging to attract younger viewers.
LG’s strategy focuses on engagement through interactive apps such as Just Dance and other fitness programs, alongside traditional entertainment. “Consumers want more from TV than just content – they want shared experiences, fitness, gaming, and live sports updates. We’re making it all accessible on one screen,” he said.
Jones also highlighted LG’s efforts to mimic the personalisation of social media.
“Artificial intelligence, big data, and smart home integrations all help TVs learn what people love to watch and serve it seamlessly. Whether it’s your favourite sci-fi movie or your local AFL team, TV can now give you what you want, when you want it.”
She added that “TV has the potential to restore family rituals” – and shared experiences that screens have otherwise fragmented. It’s about creating space for meaningful interaction, even in a high-tech world.”
