Sunday, September 14, 2014

Newer Platforms

TV morphs before our eyes.

Google is making a bold play to nab at least $300 million in TV advertising ­revenues from broadcasters and do what James Packer and Lachlan ­Murdoch couldn’t after buying into Network Ten four years ago: recreate a youth-orientated TV network via YouTube.

According to Nielsen, YouTube’s ­Australian audience topped 9.5 million people in August and Google’s latest ­figures say Australians have signed up to more than 40 million YouTube channel subscriptions this year.

Some media buyers who are in ­negotiations with the online giant for its new YouTube “Preferred” project – the first initiative outside the US in which top-spending brand advertisers are guaranteed access to the online video juggernaut’s top 5 per cent of channels – say Google wants 10 to 20 per cent of the $3.5 billion TV ad market. ...

Teenagers and twenty-somethings don't consume entertainment the way their ruddy-duddy parents do?

It's cable networks occasionally, and the internet a lot. And tablets, smart phones, tablets and once in a while the desktop computer. The newer generation is a country mile from the kids who watched Leave It To Beaver on the black-and-white set in the living room, or the portable sitting on a desk in big brother's bedroom.

The days of three national networks and a handful of local stations seems as remote as Victorian England. In the 21st century, everybody's viewing habits will be customized to his/her mood and desire. Before the '20s arrive, most of the viewing public will be plucking their preferred entertainment off the internet cloud as the urge strikes them. Waiting for television content will be for saps.


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