Dec 23, 2015

The Week In Review: “Too Much Good TV” Is Linear Thinking

Originally published at on December 18, 2015

1. 409 And Counting.

There are now 409 scripted original series on television.

If you watched each one for a half hour, once a week, you’d need a 29-hour day to complete the task.

That’s a lot of TV.

A lot of really good TV too, and clearly the issue arises that there’s not enough time to watch all of it.

Some people see this as a problem. We don’t.

There are far more good books out than anyone will ever have time to read. Yet no one is suggesting that fiction writers put down their pens because there’s just too much good literature being produced.

“Too much good TV” is Linear Thinking. It’s saying that all of these shows are competing for the viewer’s attention at the same time.

Non-Linear Thinking says it doesn’t really matter, that people watch some shows live and some shows much later. And that it’s not so much a matter of liking one better than the other as it is a matter of convenience.

TV, as we’ve said before, is about to become a lot more like books and movies. Where there are libraries of classics and cult hits and no one is ever going to read or see all the good ones. That makes it a more important medium and brings in the specter, raised in this most excellent New York Times article, that it might even become an art form.

Why Should You Care

The bar keeps getting set higher and higher. That's tough, because you’ve really got to search to find the gems these days, but it’s amazing because it means TV is going to attract the best and the brightest in every field.

It also means that this is a strong and vibrant medium that’s not going to be replaced by YouTube videos. No matter how loudly the tech blogs protest.

What You Need To Do About It

Be the best TV network/writer/director/producer/actor/technologist /marketer/advertiser/blogger/social media expert/critic/fan you can be. Keep the quality going and things will fall into place. Not for every series or every network, but for the industry at large.

2. FIOS, FIOS, Everywhere

Remember when we told you that TV Everywhere was about to really take off now that Nielsen’s TAM was going to be measuring all those non-linear views?

We weren’t lying.

Verizon FIOS confirmed that customers who have the FIOS Mobile app are now able to watch anything that’s currently on their DVRs. That’s just the first step in what promises to be the total liberation of programming from the confines of the set top box and a big win for FIOS.

Why You Should Care

Because with TV Everywhere comes the whole shift to addressable advertising or what we have been calling “Audience Parting.” Dynamic Ad Insertion (DAI) in tandem with programmatic buying and selling will make this real and the whole monetization ecosystem will get turned on its head.

What You Need To Do About It

Figure out how you’re going to take advantage of the shift and start planning now. Familiarize yourself with Audience Parting and start figuring out the ramifications for your organization.

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