Quotations from the book:
On the viewer-TV set relationship:
“The innovation of smart-TV sets has brought a revival of the personal connection between the TV set and the viewer. It is now possible again for the viewer to access all their video content with just a TV set and a broadband connection. Streaming also means that there can be a true exchange between viewer and content source, creating a two-way relationship.”
On the emergence of connected TV and smart TV sets:
“The connected TV set has led to many benefits for viewers, including much broader choice, better interfaces, and the ability to use the same video services across all their devices. But the explosion of available content has led some viewers to consciously (or subconsciously) restrict their choices, simply to make their viewing decisions manageable. And the internet-connected aspect of TV sets opens viewers to some of the same concerns about information and privacy they face in their use of mobile devices or computers.”
On the challenge for weak brands in today’s TV marketplace:
“In this world of Peak TV, the future probably will not be very kind to any network or streaming service that does not have a strong enough brand or strong enough programming to support itself as a standalone app. Rather than the old television adage of TV viewers tuning to the ‘least objectionable program,’ Peak TV is driving people to watch their most-wanted content.”
On Netflix setting the consumer’s frame of reference:
“Netflix managed to win the battle (one that few in legacy TV noticed was going on) over framing the price of video services. By charging around $8 to $10 a month, Netflix established a benchmark that people used for comparison. All of a sudden, legacy pay-TV services costing $100 or $150 a month looked ridiculously expensive – even though they were very different products – and started people thinking about the pay-TV value proposition.”
On the industry’s attitude towards Nielsen:
“Media researchers have been bashing Nielsen for the three decades I’ve been in the industry, but no one yet has been willing to fully fund an alternative. For many in the industry, to paraphrase Churchill’s comment about democracy, Nielsen is seemingly the worst form of audience measure — except for all the others.”
On the future of a holistic measurement of viewing and advertising on television sets across broadcast, cable, and streaming:
“Exact precision may end up being less important than just getting all parties to agree on a certain method or set of measurements as the standards for buying, selling, and analysis.”
Use this link to download a PDF file that contains the table of contents, Foreward, and five pages of Chapter 2, “The Audience”
Suggested Media Questions:
- Why focus on the television set itself for your book?
- How has the relationship between viewers and their TV sets evolved over the years?
- What are some of the ways “Peak TV” has played out on the business side of television?
- How well positioned for the future are the big SVOD services – Netflix, Amazon Prime, and Hulu?
- Where do over-the-air broadcasters fall out in the connected TV world?