Millennials are killing TV – LOL!


While researching this topic I noticed a slight difference in the definition of the group Millennials.  WJSchroer defines them as born between 1977-1994. Pew Research says this of Millennials in the chart below = Generation Y (1981 -1998).

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  • McCrindle Research Center defines Millennials as being 1980-1994 and “Gen Z” (i.e. post-millennials) as being 1995-2009
  • Strauss and Howe use 1982 as the Millennials’ starting birth year and 2004 as the last birth year.

We use the term Millennial very liberally in 2016. They are seen as the group that will decide the future of many things, including Television.  We constantly hear that Millennials do not consume TV like the other groups before them.  They have a dislike of pay-TV services and do not have Televisions in their homes (Errrm! What if they live with people of a previous generation?).  Is all of this noise around Millennials a true gauge of the future of the world of business?  I have a feeling that if you were to look at those born in 1981 and those born in 1998 you would see an enormous difference in their perception of the world and how they function in it.   Millennials are not all born equal.

‘Millennials’, like the Gen X group, is just too broad a group for it to mean anything.  It has become a psychobabble term for writers and speakers to put some credibility on a particular target market, to justify their reasoning for their theories on how to win them over…It gives them kudos, and we do not question. I am however, questioning the use of this term as an accurate or relevant marketing justification.

We use this pigeon-holing method because we need factual evidence i.e. numbers to support our ideas and conclusions on modern consumption.  e.g. Millennials don’t do this; Millennials don’t do that, and by the way here is a pie chart to prove it. These Millennial statistics worry me because they can easily deliver misinformation, they do not go deep enough to find the real cause of a generation behavioural shift.  I just read a fantastic article on this subject by  Laura Marsh @lmlauramarsh – The Myth of the Millennial as Cultural Rebel | New Republic.  In it, she talks about reasons why Millennials car share, flatshare, dont buy houses, marry late etc.  She states that ‘Millennials in the USA are feeling the pain of lower living standards,’ which therefore naturally impacts their spending and attitude towards the world around them.  Laura hits the nail on the head many times in this wonderfully written piece. She writes, … when headlines of “Millennials are killing the X industry” could just as easily read, “Millennials are locked out of the X industry.” There’s nothing like being told precarity is actually your cool lifestyle choice.”

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Just to wrap this up – My argument is that Millennials are not any different than previous generations, other than they live in an era where technology has enormously changed the world they live in.  In fact it has changed the world for all generations still living.  I recently read that we have now reached the tipping point in society where technology is actually causing more unemployment than the creation of new jobs. This could be a life-event factor as Millennials have less disposable income. Millennials also choose to stay single longer.  However they do have many ‘life-events’ just like everyone before them … So while they are young, adventurous, virile and sporty, why would they plonk themselves in front of a TV.  I see a lot of them down the pub having fun, socialising or out playing sport.  What I believe is that as they grow older Millennials settle down, get married, have babies, buy houses and eventually flop in front of the TV when tired after a hard day in the office.  Marketing to them in that mode changes, but they are still considered somehow a different audience.

When you dig deeper, it is indeed revealing that there is a flaw in the narrative regarding the group we call the Millennials.  The people who are killing industries with their non-conformist lifestyle.

 

 

The Reality of the Lazy TV Audience


So let me start with a few extracts from a blog piece that was written by Mr. Will McKinley a New York writer and author. Why? Well, I want this subject matter (Streaming versus Linear TV) to not be seen as my opinion (because I don’t have the clout when it comes to people taking note of what I say … But I do say things that other more famous people say, often way before them – Sometimes that is frustrating. Sometimes it reassuringly delights.)

I love the convenience of streaming. It’s thrilling to have easy access to every episode of shows (and movies) I love, and have loved for my entire life. But, in a landscape where there’s so much choice, having everything can almost feel like having nothing. There’s no call-to-action, no immediacy, no reason why I should watch one thing over another right now. But perhaps more importantly, there’s no shared experience…

But perhaps most importantly, a linear network means that someone else is doing the work for you. Because sometimes you just want to plop down on the couch and watch, not assemble your own custom lineup from across multiple streaming platforms (and I speak from experience, because I subscribe to pretty much all of them)…

Will on-demand streaming be a dominant force in TV? No doubt. In a sense, it already is. But creatively curated linear programming will always be an important option. They call TV viewers couch potatoes, not couch amateur TV executives for a very good reason. Never underestimate the laziness of the American public.

While this ‘Linear versus Streaming TV’ narrative plays out across the world, it was interesting to see at IBC 2016 show in Amsterdam that TV technologists can now introduce SVOD content into EPGs as if it were a Linear channel. There are also companies that will, for a small fee per annum, curate Free on-line programmes for you (e.g. Rabbit TV’s Freecast) so that you do not have to do the hard work of being your own amateur TV executive – Thank you, Will McKinley, for that expression, which I too have used in many previous articles to express the burden TV viewing is becoming.

Let’s not forget that TV, despite its modernisation, is a product that has to appeal to the masses. i.e. The old, not so old and the very young. I don’t like to use the term Millennials because they too will have life-events that will make them lazy couch potatoes. So as far as the majority of TV viewers is concerned, being entertained must not be hard work. So if TV streaming becomes the norm, we will be expected to be our own TV show curator, which means that we will end up stuck in a viewing rut, as our limited knowledge of what is available from the global pool of entertainment is limited by our ability to memorise the planet’s content. Yes, we are we now expected to take the cognitive burden of knowing what content is available from what provider and whether we have already seen it or not by having to dig through all the buried content.

Live broadcasts are also an opportunity to encourage sampling by channel-surfing new viewers, in a way that streaming will never offer.

I agree with Mr. McKinley when he says that we still need the lazy person’s option for a long time to come.

VR is Trending, is Trendy, I Tried it!


carshowVRThe world of VR and AR is on the move and it is getting very interesting.  I had tried it many years ago but the nauseating experience was very off-putting.  This day and age however I saw myself in another world running a small office, doing an alien autopsy, in zero gravity and slicing melons with a Samourai sword on the HTC VIVE; in UNIT9’s offices in Shoreditch.

The most AMAZING experience was standing on an underwater wreck, meeting a lifesize Whale … believing I could touch it…#Fantastic!

Back to life, back to reality goes the song. Yesterday in the office in Switzerland I watched the start of a Netflix movie using the Galaxy Gear. Wow what a difference.  The headache-eye strain sensation came back and the experience just wasn’t the same.  High Five VIVE!

How all of this new technology fits into the world of Television is beyond me at the moment.  More study and thought processing is required to see how they marry, if at all. Thanks to the team of Anrick and Geraint at UNIT9 hope to get to see more of this as it develops into the future.

 

A Short Play Called ‘The Death of TV’


Setting the scene: The evening light is dimming.  It’s 8pm and the children are snuggled down in bed and the husband says,  “Dinner is almost ready honey, can you find us something to watch on TV?” …

 

Picking up the remote the wife switches on the TV …

“I don’t know darling!” “Why not honey?”  “Because there is only a bunch of icons on the TV and I cannot see any TV shows, that guide thingy we used to have, it’s gone darling!”  “Gone! Why would they do that honey, it was very convenient.”  “I heard that you are supposed to know what you want to watch darling, you just ask for it now.”  “Really honey, OK!”  “Are there more programmes like that documentary on South Africa we saw the other night?”  “Maybe darling, what was the programme called?” … “Ermm, what channel was it on?”  “I cannot remember darling.” “Neither can I honey.” “Oh!” “Now what shall we do?” … “Ask the TV honey its got that voice thingy activated.”  …

Wife fiddles with remote control – pushes button …

“TV,  Can you find me any travel programmes about South Africa, but not about South Africa as we have seen that, what about somewhere else please.”

Screen icon turns … searching … searching … searching … TV replies

“Can you be more specific, I have 24,000 programmes on South Africa and 30,000 programmes not on South Africa and I have several shows called Somewhere Else.”  “I have them in English, Greek, Spanish, Arabic, French, Portuguese, Polish, German and 25 other languages, what do you want me to do?”

8.45pm: “Have you found anything honey?” “No darling, I’m afraid not … its not that instant anymore.”  “Shall I put the radio on honey?”

The End.

This Was TV Yesterday-2

TV Viewing HAS NOT Changed – The Gap Filling Has!


We have yet another set of statistics that declare the living room TV Viewing habits are changing.  Let us look at this from another perspective:  I would put it to you that it is not TV Viewing that has changed it is human habits that arhave changed due to the advent of ‘New Technologies’.  If you were to take away the smart-phones and tablets from a TV centric family (as I have done at home recently) you will see that the TV viewing on the BIG Screen once again takes principle place.  Not book-reading, or board-game-playing but TV, and it quickly becomes a fight for the remote control with unhappy, sulky members of the family who are not interested in what the others are viewing….however we noticed that slowly but surely a migration back to sitting as a group with sharing-as-a-group takes place and an agreement to share what is on the TV, as it did in the time before these other access devices entrered the fray.  As a family we searched for common-content that all the family could get a little something from, be it a documentary, a film or even a cartoon that pleased everyone .  We became part of our children’s TV world and they ours, once again.  We also adhered to the ratings and respected the different viewing options based on quality of content – NO MORE VIOLENT, SEX RIDDLED,  TRASHY OR STOOPID content.  It was a pleasant and fulfilling exercise.  During the ads we went to the loo, talked and did what we always used to do during the Ad breaks – Watched some Ads and not others… (BTW Ads do not require ‘viewing only’ for them to have effect – the audio part subcontiously enters the brain even if you are not watching!).

Allowing the phones back instantly became the new distraction thus proving that easy access to communication (messaging), access to fun & stupid videos (via the internet) and access to ‘work and private’ emails urghhh, highlighted a penchant for instant gratification and removed the need to ‘work to find common-TV Centric ground’ and once again enabled what we call ‘gap-filling’ .  Each to their own simplistic and shallow needs.  The IAB piece on chaging TV Viewing Habits IAB Article states the following:

extract: For example, the incidence of checking emails is consistent during TV programmes and ad breaks (both 34 per cent) whilst texting or Instant Messaging is only 1 per cent higher during the ad break than the programme. The device tracking showed, overall, there was actually more online activity per minute during a programme than an ad break.

The information in the article is not startling and supports the findings of the experiment we carried out at home . It shows that if the viewer is not fully engaged with the programme they will still feel the need to do something else.  We saw distraction in the form of speaking and fidgeting or leaving the couch when the TV show did not fully delight a particular family member.  So what does that tell us?  It only tells us that TV is all about engaging the viewer as much as possible.  It has never been that we all sat avidly from start to finish without some form of mental distraction, UNLESS it was a TOTALLY compelling content from beginning to end.

In the old days we had a lot less content to choose from and it was a lot less ‘same-same’, as it is now in the world of 24 Hour channel stuffing. It is not TV Viewing that has changed it is the enablement of filling the ‘distraction time’ without having to get up and do something else and it is the masses of same-same stuff on TV that drives people to look for fresh and exciting, different content elsewhere, which makes the stats skewed.  The people surveyed must have been sat in front of the BIG Screen for those statistics to have been gathered…The only difference is from yesteryear to today we have technology that has made it simple to ‘visit another place’ for instant gratification. The dwindling ‘attention span’ is bad content and boredom, no matter how minor, leads to ‘gap filling’.

And to finish: The Kettle Surge moment, written in the article, is also a just sign of the developing times – We have much more efficient coffe machines and probably hear the sound of corks popping much more, as NESPRESSO and WINE has replaced the TEA drinking of yesteryear. LOL.

 

 

If I Can Talk To My TV Aren’t TV Apps Dead?


The subject of this piece is navigation, search and recommendation on modern day television platforms. The standard way of navigating through the hundreds of channels via the Electronic Programme Guide (EPG) is heavily criticised. The EPG is called antiquated; Linear TV channel and programme line-ups are very old-fashioned is all we hear.  Surely we have a better system?  We know we do and it is called Apps!  The future of Television is Apps is it not?  After all we do Apps on the telephone, tablet, so why not on the TV? Let’s have an Apps dashboard approach for the navigation of content.

Simple! Errrm! Nope!

An Apps driven navigation platform expects everyone to have a mental programme/film database for the plethora of coloured tiles (Apps) that hide content within them.  As we split the content into a myriad of ‘coloured tiles’ on an interface, we all start only watching the top ten that we can remember.  There are thousands of programmes that do not get watched, not because the content is bad,  but because it just never appears anywhere.  Then the Apps all need to fight it out for prime position on the 42″ screen. Everyone wants to be the only entertainment theatre in town, so it is a real-estate war (As it is on the EPG).  Just as in Google search if you are not on the 1st page between 1 and 10 you are purportedly toast.  Android TV just added 600 Apps.  This is just the start.  So is there an answer to rid us of all of this fragmented, App, coloured tile, buried content complexity?  Can we offer a better system that makes it easier for the consumer? Well, it seems we can. It is already deployed. It is called voice!

“Hello! Is it ME your looking for?” Yes, we can just talk to the device and ask it for something to watch. Yes, we can just ask the device for a particular film, programme or TV personality and the system will present all the options available to us across the TV eco-system. It is called Universal Search and it is a new way of navigating the millions of programmes available on the system. Simple! As we travel around all the TV business to business seminars, people are raving about this new system and how this system is the saving grace for accessing all TV content.

Wait a minute! Does this not mean the end of the App? Because in the case of Universal Search it quite honestly does not matter behind which brand a particular content features anymore, does it? It’s just stored somewhere, and we ask for it with voice and then it is presented in a selectable list. No need to bother yourself with what sits behind what App; woohoo! Who cares whether it is is Hulu or Netflix, or NowTV or Roku or ESPN or Disney it is the content that we want to watch … So we just ask for the content and it will appear!

Simple.

Wait a minute! As we will never see anything presented in any format in this new buried content paradigm how will we get to know what content is available across all of our services connected to our TV? Perhaps we can go back to the old paper TV Guide and can look up content that is available (Like a Karaoke Catalogue) and then holler to the device so it can do all the work. The TV industry can then stop wasting money on all this Apps malarkey and the need for continual software upgrading, supporting of all their complex individual back-ends et al. The TV world can just fill a big repository with wonderful content and go about promoting it…We as consumers will get what we want when we want where we want, by asking for it…and in any language.

Wait a Minute! How will the content be monetized? Well, as it will be true ‘a la carte’, so you only pay for what you watch, or not, if it is Ad supported.

Simple.

I believe that Amazon has already hatched this plan …