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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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How the Internet has changed TV

In this essay, we will talk about how the internet has impacted TV, how it has bought about the development of the Online Production company and how their presence means that the traditional production companies like your BBC's, Channel 4 and others, these traditional production companies have made strides to adapt to the newer age of television, both BBC and Channel 4 have on demand services, this means anyone who wishes to watch the shows that are broadcast on TV whenever they want once it has aired, the thing that Channel 4 On Demand does better than the other services is that it offers a lot of series that they make all on there once its finished broadcasting to allow viewers to watch it when they want, at the cost of advertisement being shown at intervals.

We are going to discuss the development of BBC 3 how it started off as a late night channel with shows based on viewers aged 16+ and went into an online format which focuses on aspects of society with their show “what not to say” and others which focus on issues within an age group of 16-34. We are also going to talk about how YouTube through its varying ways to bring content to the masses, is trying to mix both the online production method with the traditional to create a network.

BBC 3 is a prime example of how traditional production companies can adapt to the online format, BBC 3 launched on February 9th 2003, as a broadcast channel aimed for ages 16-34, that focused primarily on shows that came from the UK (approximately 90%)with a vast majority of it being original content (About 70%) ranging in a wide variety of shows, animation, comedy, current affairs and drama shows that are aimed towards the age range, the channel started broadcasts at 7pm UK time and ended at 4am UK time, this channel was the BBC's main content for its younger viewers, it's original content shows like ‘Gavin and Stacey, Bad Education and others, these shows played on topics and weird scenarios that would have been seen within the age group that the shows are aimed towards, its these style of shows that popularised the BBC 3 channel and is what made the channel unique to the BBC and its decommissioning of the channel after heavy budget cuts at the BBC the channel started to convert to a online format, starting with a new logo and talking about the online formats it was going to use to continue with the sort of content you expected from the channel but coming from a different angle because of the fact it is an online format.

The online channel in which It transitioned into caused the BBC to come up with different style of programming for the full online channel, the types of media being produced by the online channel are varied but also topical still for the age audience BBC 3 was made for.

“BBC Three online as a pathfinder in the remainder of this Charter period which will provide an opportunity for BBC Management to test and understand how public service broadcasting can and should evolve in a digital world. In particular the new BBC Three will be more than an online version of its linear predecessor or a handful of long form programmes within a BBC Three branded space in BBC iPlayer. Instead we would like the new BBC Three to take risks with ideas (particularly in comedy and factual programming), talent and technology so that it will capture the imagination of the YouTube generation and will help to build awareness of, and a market for, new forms of public service content.” (Page 22)

In-text: (Downloads.bbc.co.uk, 2018)

Your Bibliography: Downloads.bbc.co.uk. (2018). [online] Available at: http://downloads.bbc.co.uk/bbctrust/assets/files/pdf/review_report_research/service_changes/bbc_three_application.pdf [Accessed 3 May 2018].

BBC used BBC 3's rebranding of the channel to an online format as a gateway for their development into the online format, BBC 3's online format was their way of trying to bring the YouTube generation viewers to their website and try and make content that will make people watch the videos in the same way people of the YouTube generation watch content, so the BBC started to create content that fits the same sort of genre and creative process of YouTube videos and this can be seen in there “What not to Say” videos in which someone asks a group of people to read stereotyped questions that people within that style of group (EG: Porn Stars, Goths, Girl Gamers ETC) where they will discuss these questions in detail and what they don't like about them, what annoys them about these typical questions, it's a very YouTube style show, its these sort of steps about traditional TV broadcasters because of the impact of the internet that makes BBC 3 a big impact on what broadcast TV needs to do to adapt to the online world that many of this current generation watch and what most likely the future generation will watch as well, if you look at YouTube and its steps to create content that is like broadcast TV but available to be watched at any time to allow you to watch it at your own viewing wants. YouTube also outside of its own content created, funds shows on YouTube, shows that rival the styles of big broadcast TV shows, if you look at Good Mythical Morning, a very popular YouTube show with hosts that are very enjoyable to watch, the show is very much like your late night talk show, except with a twist, its done like one long 30 minute plus episode but split into 3-4 segments that's you can watch in whatever order you wish or not watch parts, the fact this option to watch it whatever way the viewer sees fit is one of many reasons traditional TV is needing to adapt, because people of the younger generations and the ones who were in their teens and young adult lives that saw YouTube and other online productions grow because they saw protentional to make what they want for people with the same sort of views as them, making videos and content they saw fit for the slow but growing development of these entertainment sectors, it allows for the freedom of a on the go viewer to watch a full quality show but on the go meaning they can watch it on the bus, train, or even as a passenger in a car, it allows for ease of viewing content that doesn't matter if you didn't finish watching it because it was made in such a way that that issue isn't a huge impact on that viewing pattern of the show as much as it would on a broadcast TV show.

If you look at this quote found on fortune.com  which was written about a research from into TV viewing habits. “A new study of media and attention by Nielsen Co. confirms what has now become conventional wisdom: Smartphones are winning and traditional television is losing, especially when it comes to viewers in the most desirable 18 to 34 demographic. Nielsen also says that traditional TV viewing by all age groups peaked in the 2009-2010 season, and has been on the decline ever since. Until that point, the audience for TV had grown every year since 1949.” (http://fortune.com/2015/12/07/smartphone-tv-report/)

As you can see from the chart, this study conducted from May 2014-2015 about the average audience age groups and also how they view their content, this shows how the Tablet and Smartphone viewing is rising in the younger audience, and this is because of the rise of online viewers and easier to access content on the go, the variation in content, many traditional broadcast companies have an online on demand system allowing people to view content when they want once its aired on or also offer a as live streamed content which means its aired the same time as the stream but the broadcast version but at the cost of it being about 10 seconds behind. If you look more at the charts you can see how the traditional TV viewing is slowing down. (See next page)

If we go back to the YouTube discussion and how they are progressing into a style of broadcast TV, at the moment primarily in certain US countries, YouTube have created their own TV network which is available online and on google Chromecast, YouTube TV is a way to bring broadcast channels online.

“YouTube is hardly alone in trying to win at live internet TV. Dish's Sling TV, Sony PlayStation Vue, and AT&T's new DirectTV Now are already vying for viewers, and Hulu is expected to come out with its own version of a service later this year.

But none of these have really taken off.

 Analysts estimate that Sling TV, the most popular of the services, has about a million subscribers, meaning YouTube has plenty of room to win market share. And it enjoys a distinct advantage. "There's already this install base of users who have YouTube on every device and app, and every TV," says Paul Verna, a senior analyst for research firm eMarket

The name YouTube alone carries weight as a signifier of people's viewing habits migrating online. And for networks taking part in YouTube TV's launch, that could make coming aboard the service seem like a smarter move than saying no. "YouTube brings the brand in online video (to live internet TV),” says Glenn Hower, a senior digital media analyst with research firm Parks Associates. If any platform is likely to cannibalize (more) viewers, it's YouTube. To not participate as more and more viewers look to the internet for video could mean dealing yourself into irrelevance.” (https://www.wired.com/2017/04/youtube-tv-review/)

This section taken from an article written from “Wired.com” talks about how YouTube is a signifier of viewers navigating to online platforms to watch content, another article talks about how YouTube has gotten the rights to broadcast 18 MLS matches to the new MLS Francise LAFC to stream the games online to YouTube TV, which in this quote taken from “Variety.com” talks about what they believe is the importance of such a deal.

“YouTube TV has secured exclusive rights to games with a new Major League Soccerteam in Los Angeles, marking the first time a streaming service of any kind has made such a deal with a U.S. pro sports team instead of a TV alternative.

As part of the innovative arrangement, YouTube TV will also nab naming rights on jerseys for the team, known as Los Angeles Football Club, which joins MLS in March. The team's owners include media mogul Peter Guber, Magic Johnson and Will Ferrell. “When we talk about innovation, it goes beyond a traditional distribution deal and really looking at programming for LAFC fans both on and off the field,” said Angela Courtin, global head of marketing at YouTube TV and YouTube Originals. “We think it's going to be groundbreaking.”      Approximately 18 LAFC games will be exclusive to their own YouTube TV channel, which will be restricted to its subscribers in the Los Angeles market. YouTube TV subs will not have to pay an additional fee for access to the games beyond the $35 per month they already spend on the base package.” (http://variety.com/2018/digital/news/youtube-tv-soccer-rights-los-angeles-football-club-1202682004/)

This sort of deal is showing the progression and merging of the online production and traditional production, allowing for a wider variety of viewership and allowing everyone from varying age ranges to watch the same content but in different ways.

In conclusion, the internets impact on TV as a whole is both a good and bad thing, its impact has caused some issues in the traditional broadcaster sense because it has caused budgets for those broadcasters to flocculate because of the inconsistent viewership they were getting meaning they were having to adapt to progress with the modern age which is very prevalent in the BBC 3 changes, and the internet was a big impact in that change which In the end will be better but the internet is having a positive change on TV, because as generations develop what is already currently in play with the fact that traditional broadcasters are developing ways to bring its content to a wider range of mobile, online audiences, its bringing a development to all genres in a way that TV hasn't seen since its start, as more and more traditional broadcasters develop their content for online purposes then TV will develop into one big network with individual areas creating content

Bibliography

http://www.bbc.co.uk/news/entertainment-arts-35221706

http://downloads.bbc.co.uk/bbctrust/assets/files/pdf/regulatory_framework/service_licences/tv/2013/bbc_three_sep13.pdf

http://www.radiotimes.com/news/2016-01-22/bbc3s-move-online-what-can-we-expect/

http://downloads.bbc.co.uk/bbctrust/assets/files/pdf/review_report_research/service_changes/bbc_three_application.pdf

http://variety.com/2018/digital/news/youtube-tv-soccer-rights-los-angeles-football-club-1202682004/

http://fortune.com/2015/12/07/smartphone-tv-report/

https://mashable.com/2017/04/05/youtube-tv-review/#LBAMkKBxJgqE

https://gizmodo.com/youtube-is-officially-in-the-live-tv-game-now-1794049030

https://www.wired.com/2017/04/youtube-tv-review/

http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2015-reports/comparable-metrics-report-q2-2015.pdf?afflt=ntrt15340001&afflt_uid=wJengVI5Zhg.oEOcs7sna63S0WxSNbpEULXmgvWQwMk2&afflt_uid_2=AFFLT_ID_2

http://www.nielsen.com/us/en/insights/reports/2015/the-comparable-metrics-report-q2-2015.html?afflt=ntrt15340001&afflt_uid=3IAlMlgnGyY.qI4-578iY_tJL4vpIDePB8pKf-hDQJhr&afflt_uid_2=AFFLT_ID_2

https://www.bloomberg.com/news/articles/2016-10-26/dish-s-sling-tv-service-seen-exceeding-1-million-subscribers

References

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Alba, D., Alba, D., Simonite, T., Simonite, T., Heller, B., Finley, K., Levy, S. and Tiku, N. (2018). YouTube TV Goes Live in Google's Biggest Swipe at Comcast Yet. [online] WIRED. Available at: https://www.wired.com/2017/04/youtube-tv-review/ [Accessed 3 May 2018].

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Moritz, M. (2018). Dish's Sling Seen Passing 1 Million Users in Cord-Cutting Race. [online] Bloomberg.com. Available at: https://www.bloomberg.com/news/articles/2016-10-26/dish-s-sling-tv-service-seen-exceeding-1-million-subscribers [Accessed 3 May 2018].

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