[opendtv] =?utf-8?Q?Re:_[opendtv]_Re:_NYT:_An_Ad_Buyerâs_Busy_Day_? =?utf-8?Q?as_a_Target_of_the_TV_Upfronts?Date: Mon, 23 May 2016 08:06:43 -0400
- From: Craig Birkmaier <brewmastercraig@xxxxxxxxxx>
- To: opendtv@xxxxxxxxxxxxx
On May 22, 2016, at 10:54 PM, Manfredi, Albert E
<albert.e.manfredi@xxxxxxxxxx> wrote:
Craig Birkmaier wrote:
Bottom line this is the new reality:
1. Live linear networks will continue to thrive as a medium to carry ads
Says who?
Me, Nielsen and a lot of other people. There's a reason everyone was in New
York buying ads. Yes there is more competition and many people are time
shifting, but most U.S. homes still watch live linear TV at least half the
time.
Use of linearly-distributed content is dwindling fast, and live linear
networks, aka MPEG-2 TS broadcast delivery, are not even necessary for live
content.
Not true. Live linear is still half the audience, and the MVPD networks are
doing just fine. What is declining are all the channels that were created to
drive up MVPD prices, filled with reruns.
The vast majority of programs people are watching on demand com from the live
linear networks.
As for how the content is distributed, who cares? There was a time when almost
everyone used antennas. Technology keeps evolving and making new forms of
competition possible, but consumers watch as much TV as they ever have.
So why do you insist that people are moving back to the 1950s? I don’t get
it. Ads exist just fine within on-demand content, or within live content
delivered over the Internet.
You are claiming people are moving back to the '50s, not me. There will always
be a portion of the audience that will make appointments for their favorite
shows. There will always be people who watch live sporting events. There will
always be an audience for TV news and the cable news networks.
This is not returning to the '50s, it is just new technology delivering the
same old content and ads in new ways.
Even for sports, I doubt very much that sports addicts would be opposed to a
scheme in which they can begin watching, say, 2, 5, or 10 minutes after the
game begins, but still watch the game from the start. Infrastructure limited
to live linear delivery is simply not necessary anymore, Craig. It will
soldier on from mere momentum, for some years, but it's being replaced by the
users themselves.
Just new technology Bert. The people who operate the live linear networks are
not listening to YoY Bert. They are too busy making money.
And LOT'S of people already time shift sports, if for no other reason than to
skip the ads. Watch ESPN makes tons of events available for on demand after the
live broadcast.
The infrastructure for live linear, in a very large percentage of homes, is the
same infrastructure that delivers their Internet bits Bert. The Internet is not
replacing everything else Bert, it is augmenting the choices. Some people still
use antennas; most subscribe to a bundle of live linear channels; people still
rent movies from Redbox and buy DVDs. And all of these businesses are competing
with new Internet services that offer content on demand to buy, rent, subscribe
to, or watch ad supported.
the rerun networks will disappear).
Says who? Perhaps the use of linear delivery, for rerun content, will
disappear. But rerun content will continue to do well. So sure, linear
delivery is going into disuse for all manner of content, why should it not
also disappear for rerun content?
You're pathetic. Yes, the rerun networks will disappear - that is what I said,
and have been saying for several years. These MVPD channels were created to
exploit old content; now that content is being sold to Netflix, Amazon, et al.
There is no longer a need for channel surfing to see what's on, when you can
access almost any program ever created.
But that does not mean that networks that offer original content will disappear
- this is where the "old" content comes from for syndication and on-demand
libraries.
2. Content will continue to be sold into syndication, and most older
content will be accessed on demand,
You should have said that first, not as an afterthought. Linear delivery of
TV content was only an expedient, dictated by technical shortfalls of the day.
No Bert, it is a business model, one that has survived numerous technology
shifts. It will survive the Internet too.
Once the infrastructure is no longer shackled to broadcast/live delivery
exclusively, there is no reason to remain constrained to that technology. For
on demand, or for anything else.
We have not be shackled to broadcast/live delivery since 1980.
Obviously we are not constrained by that technology. I regularly access live
linear networks via my cable STB, and now with my mobile devices via TV
Everywhere. I regularly access on demand services via TV Everywhere and
Netflix. I buy and rent content from iTunes. And I watch all kinds of video
from independent sources via the Internet.
Just choices.
So, ads and on demand delivery are HARDLY mutually exclusive. Ads HARDLY
depend on linear/live delivery or on infrastructures limited to linear
delivery. These are two orthogonal discussions.
I never said anything different. I did say:
I've never said ads would disappear; ads are too effective, and there will
always be live content - entertainment and sports - where they cannot be
avoided. And there will always be ad supported services for those, like you,
who are unwilling to pay for the bundles.
I must assume you can read. Apparently you are having issues with comprehension.
In short, just because ads are continuing to be a factor has absolutely NO
BEARING on how these ads will be delivered, or on a future of MPEG-2 TS
broadcast distribution networks.
Duh.
Regards
Craig
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- » [opendtv] =?utf-8?Q?Re:_[opendtv]_Re:_NYT:_An_Ad_Buyerâs_Busy_Day_? =?utf-8?Q?as_a_Target_of_the_TV_Upfronts?Date: Mon, 23 May 2016 08:06:43 -0400 - Craig Birkmaier