Monday, May 12th, 2008...5:24 pm - Gary Hayes
TV is not in decline…not!
Quite a few pioneers, ad execs, consultants, futurists and plagarists have been bleating on about the decline of TV since at least 2002 when broadband started to permeate everything we do. Now we know it will never die, those live sports, reality shows and up to date on the ground news items will never go away. Even the big landmark documentaries will have a place but the advertising dollar, which equals the spend on new programming is and will be shifting to the online world. This report by ACMA in Australia confirms that the rot has already started to set in with 28% drop per year for 2005 and 2006 when indeed LAMP was delivering seminars with precisely this as part of its message - find new forms cause your audience and accompanying advertisers are shifting too. Here is an excerpt from the ACMA report
Since 2000, alternatives to television, including the internet, subscription television, DVDs and games, have gained in popularity, attracting both new audiences and advertisers,” the report said. The report showed profitability of capital-city licensees was under most pressure - falling 29.2 per cent per annum over the past two years compared to a decline of 4.7 per cent in non-capital cities.
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