[opendtv] Re: When_TV_Ads_Go_Subliminal?
- From: "Manfredi, Albert E" <albert.e.manfredi@xxxxxxxxxx>
- To: "opendtv@xxxxxxxxxxxxx" <opendtv@xxxxxxxxxxxxx>
- Date: Thu, 19 May 2016 02:29:23 +0000
Craig Birkmaier wrote:
What business exactly do I claim is dying, Craig?
Linear Television Networks Bert.
And it is, Craig. Not only do I claim it, just looking at the stats, but SO
DOES THIS ARTICLE.
For all the talk like mine in this column about the future of
television advertising, in the here and now industry executives
and analysts expect ad rates to spike in the coming upfront
deals for the first time in several years.
The whole point of the article was how can ads be introduced such that
**non-linear viewers** will not be able to skip them? If the on demand viewer
is using a PVR, then product placement works best. If the on demand viewer is
using IP, then it doesn't much matter. The ads can't be skipped. Point being,
the whole premise of this article only makes sense if you understand that TV
viewers are **not* going back to linear TV. If they were going back to the
1950s, then there would have been nothing to write about.
For some reason, the four major networks have survived,
And we already know how, Craig, in spite of YOUR proclamations that they were
going under, for the past 20 years or more. The networks survived because the
majority of viewers DO NOT watch linear. The majority of viewers have stopped
watching the old fashioned way. These TV execs have figured it out, and THAT'S
why they are finding better ways to get the ads viewed.
I did. Tablets make up a very large percentage of those screens> in people's
laps Bert.
More of your baseless proclamations, Craig. The numbers you have posted, and
numbers I have posted, tell us exactly the opposite. Tablets are going unused,
and either smartphones/phablets of two-in-ones, have taken their place.
Which was entirely predictable, long before it happened. Don't say I hadn't
pointed this out eons ago. Figures and hype from 2012 are irrelevant. In 2016,
we have gotten past the mindless hype.
Clearly consumers are taking advantage of VOD rather than making
appointments to watch their favorite TV shows. This is little
more than extension of the earlier trend to record programs on a
DVR for viewing when convenient.
Yes, Craig, but I was the one to have to explain this to you. Indeed, whether
you're watching on a PVR, VOD online, or VOD on the in-system DVRs, it all
amounts to the same thing. Viewing on demand, aka time shifted. Delivery over
the linear channels is now more of a hindrance than an asset. It is a waste of
bandwidth, over networks that are capable of being two-way. Remember how we
already went over all of this? How much equivalent IP network capacity can a
cable system recover, if it drops all of its linear MPEG-2 TS broadcast streams?
The broadcast streams take up an enormous amount of capacity, that can instead
be used by broadband users to watch a zillion different channels, not just 100
or 200, or browse a zillion web sites. And consumers are demanding broadband
more than legacy MVPD service, subscriptions of which have already dropped to
68%.
Why are we going around this circle again, Craig? You posted nothing that
changes any of this.
Bert
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