« A longer needle. Is that all it takes to cure what ails us? | Main | Hot Dish »
December 1, 2005
TV a la carte
Are we being a bit demanding? The broadcast industry is upset that the FCC is pushing consumers toward a world where we choose what we want, when we want, where we want. Cable über alles feel it’s a violation of the First Amendment, among other things. First Amendment? Which part? Freedom of Religion? Assembly? Speech? Press? Redressed grievances? Baloney?
I thought of this issue as I installed a satellite radio unit in my father-in-law’s Buick (now there’s dichotomy for you). We listen to the kind of music we want, when we want it and where we want to listen to it. Yea! No more ****ing Journey!
We read news in the same fashion. Today, I caught the latest sports headlines from ESPN on my phone while stuck at a traffic light.
Consumers want freedom. As a consumer, I’d like all television – network and cable – to stop confining me to a grid. I don’t want the news at 10 p.m. I want it at 11:15 p.m. I want “The Office” at 9:30 p.m. on Thursday, not 8 p.m. Tuesday. And I don’t want anything from Fox. Period.
With few exceptions, the world of broadcast advertising depends on the grid. Price structures are built upon it. Revenue is generated through it. If networks and stations can’t tell advertisers that “Grey’s Anatomy” indexes high among women 25-39 on Sunday at 9 p.m., then how is Proctor & Gamble going to create a plan that sells feminine hygiene products in a :30 spot on the half hour? And how is the network going to price that :30 if it can’t tell an advertiser when the :30 will air (or if it ever will air if the viewer has TiVo and skips the ads)? You get the picture.
Don’t touch that dial. Next time, I’ll talk about what this means for PR practitioners. But hey – read it on your time, not mine. Enjoy the freedom.
Posted by Rich Sharp at December 1, 2005 2:44 PM