Commercial TV: Dead or Alive?
There is a pattern in entertainment technology in which new advances that allow consumers to enjoy media in new ways becomes a perceived threat to the entertainment industry and they fight back, trying to stifle the innovative technology. This happened with the introduction of the VCR in the 1980s, when entertainment industry executives (most notably Jack Valenti) said that personal video recorders would destroy the movie industry as people would stay at home rather than go out to movies. Of course, it was later demonstrated that the introduction of VCR's didn't bring on the end of Hollywood as we know it, and in fact opened up a new market for selling movie to consumers. Most recently, the development of digital video recorders (DVRs) like TiVo prompted doomsayers in the industry to say that it would lead to the end of commercial television. So, after the hype and the doom and gloom, what is the reality? The latest Nielsen numbers show (Tech Trader Daily) more TV being watched than ever before, even with DVRs. Personally, I found that owning a DVR didn't make me watch more TV, it's just that when I'm ready to watch TV, it's something that I want to watch rather than whatever happens to be on. As for the fear of DVR owners skipping commercials, I do actually end up watching them, usually those at the start of the commercial break and at the end, and I almost always watch my favorite commercials. That Geico gecko cracks me up every time. So, loosen up Hollywood, the technology trends are always changing, don't be afraid, just understand that people want what you offer, they love your product, they just want to consume it on their own terms. Once you understand this, you will learn to work with your customers and make a lot of money in the process.


