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The Television Will Be Revolutionized
Opportunities and Challenges of the Post-Network Era
Amanda D. Lotz, PhDAssociate Professor
Department of Communication StudiesUniversity of Michigan
People Were Talking About Television
“The End of TV as we Know it”January 7, 2000
“The Death of Television”October 17, 2005
“The End of TV (as you know it)”November 21, 2005
“The End of Television as We Know It” March 27, 2006”
But…in 2013 alone…•Veronica Mars creator Rob Thomas raises $5 million for the production of a Veronica Mars movie through Kickstarter
•You Tube and Hulu offer an extensive range of television •Netflix begins competing with original series House of Cards and a new season of Arrested Development•Amazon commissioned 14 pilots, developing 5 to series for Instant Video Streaming service•CBS’s NCAA March Madness generated 45 million steams AND had highest linear viewing in 19 years
Has anyone noticed television didn’t die?
•Instead, it is reinventing itself•The television we’ve known was the television possible in the analog era•Digital technologies enable a “post-network era”
US Television’s Institutional History: Three Eras
:15 and :30 advertisments in “magazine” format, sold in “upfront” market
The Network Era (1952 – mid 80s)
Just a TV set, maybe an antenna
Production
Studios produce for monopsony of 3 network buyers
Limited Content through bottleneck of 3 networks
Financing
Audience Measureme
nt
Audimeters, diaries, sampling
Technology Distribution
Financing
Same, plus subscription and experiments with alternatives to :30 ads
Multi-Channel Transition (Mid 80s – Mid 2000s )
VCR, Remote Control, Analog Cable
Production
Fin-Syn, surge of independents, conglomeration, co-production, HD
Distribution Cable increases possible outlets but still a bottleneck
Audience Measureme
nt
People Meters, Sampling
Technology
Production Financing
Multiple Models - :30, placement, integration, branded entertainment …
The Post-Network Era (Mid 2000s -)
DVR, VOD, portable devices, mobile phones, Slingbox, digital cable, networked DVRs, iPads
Multiple financing norms, independent funding, 3D
DistributionContent anytime, anywhere. Hulu, Netflix streaming, MVPD app availability
Audience Measureme
nt
People Meters, Census Measurement
Technology
Key Developments in Television Technology
Key Developments in Television Production
Economics of production
permanently disrupted,
changes texts in various ways
Labor model and norms (program
yr.) in crisis
Non-linear and cluttered program
environment requires new strategies in promotion
Skyrocketing production costs
for dramas destroy
independents
New models in reality and cable
Key Developments in Television Distribution
Key Developments in Television Advertising
Multiplicity of advertising methods supports
different types of content
Not all advertisers have
the same expectation
“Change the way you measure
America’s cultural consumption…and
you change America’s culture
business.”
(Jon Gertner)
Key Developments in Television Audience Measurement
Why Do Industrial Norms and Conditions Matter?
They produce certain textual outcomes The norms of the network era made
certain kinds of programming more likely
The erosion of those norms and establishment of new ones changes the range of textual possibility
And, who makes the most money
Questions of the Post-Network Era
Recent Developments
Netflix Recommendation
algorithm Interface
HBO GO
Over-the-top (OTT) anxiety
MVPD VOD (Xfinity)
Lessons of the Last Five Years
Queuing
What’s Next? Television Without Middlemen
Fundamental challenge to the future evolution of television is the disjuncture between an economic model built in the network era and distribution practices characteristic
of post-network technological possibilities
Bundling is not a post-
network strategy
Will It Be a Post-Channel Era?
How will non-linear programming be organized? Folders
Queues
Disaggregating Music
Album Sales: Peaked in 2000 Almost exclusively downloads since 2004
Disaggregating Print News
Disaggregating Television?
Television Futures
Prized content Live sports and
contests Linear viewing
Television isn’t dying
…it is at the dawn of a new age