TV Gets Poor Reception

The Internet revolution appears to be further corroding the power of television to hold our interest.

People are spending more time on the Internet as broadband speeds enable more convenient viewing of not only video clips but also TV shows and that has become a headache for Australian television networks.

According to research conducted by the University of Sydney, 53 per cent of people regularly download their favourite show from the Internet.
Since the prime viewing season in Australia time starts in March – five months after the northern hemisphere – eager fans are downloading and watching their favourite shows on the Net rather than wait for them to be broadcast.

While that’s a boon for consumers looking for choice, it’s a headache for networks that charge a premium for ads appearing during popular programs.

The industry is putting on a brave face claiming that it doesn’t really affect ratings; however, as people become more accustomed to programming their own viewing habits, advertisers will need to become more creative in reaching their target audiences.

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