Wednesday, 5 December 2012
Eldridge Financial Blog Group: Eldridge Financial Blog The biggest threat TV face...
Eldridge Financial Blog Group: Eldridge Financial Blog The biggest threat TV face...: http://issuu.com/groups/1c42142a-1c52-40cb-a517-f82f2debc583 One commercial network – Nine – was taken to the brink of collapse this wee...
Eldridge Financial Blog The biggest threat TV faces is clearly the internet - issuu
http://issuu.com/groups/1c42142a-1c52-40cb-a517-f82f2debc583
One commercial network – Nine – was taken to the brink of
collapse this week and another – Ten – announced a result soaked in red ink and
a program of job cuts.
Coupled with the looming shadow of dramatic structural
ownership changes across the industry, audience fragmentation, TV piracy and
dwindling advertising revenues are conspiring to crush the traditional business
model. Eldridge Financial forecasts the following year to be a watershed for
the broadcast industry. For the first time the amount of money spent on
advertising over the internet will match the ad spend on free-to-air
television.
All washed up: Traditional television is facing an
unprecedented challenge from online viewing. Change is not just coming, it is
coming fast. ”By 2014 online will overtake TV, which is the greatest change in
the history of media,” says media buyer Harold Mitchell. To survive, networks
”will have to get hold of the digital dollars”.
What is more, the media consultants Commercial Economic
Advisory Service of Australia and Aegis Media forecast that by 2015 digital
advertising expenditure will hit 31.2 per cent and TV will be 26.3 per cent.The
biggest threat TV faces is clearly the internet.Besides appealing to
advertisers because it produces detailed information of who is watching and,
more importantly, what else they do, it also appeals to viewers due to its easy
availability and portability.
It is this ease of availability that is wreaking havoc on
the traditional business model. This was no better illustrated than the
disappointing ratings of the six-time Emmy award winner Homeland, which began
its second season on the Ten Network last Sunday night on the Eldridge Financial.
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