Video Games. DVR. Online Streaming. These technologies amongst others have changed the way that audiences now engage with television. From decreasing live audiences like the invention of DVR to the constant shift of time spent playing video games, the television industry has seen changes in the way that viewers are consuming television.
The creation of 'flex-time' schedule where viewers consume television at their liking has resulted in the television industry having to adjust and adapt to these changes despite their fears. Technological changes have allowed for audiences to no longer depend on live television airing but rather has given audiences the power of where and when they engage with programming. The 2007-2008 brought transformation to the industry and the standstill by networks and writers that season demonstrates that despite the fear media companies have regarding technological shifts, they have no choice but to adjust. Advertisers demand it!
The development of what Michael Curtin calls the 'Matrix' media system accurately describes the way that the media industry has approached and resolved the increasing fears brought forth by these technological changes. No longer ignoring the changes caused by technologies like online video and DVR, networks got with it.
Networks began to find ways to continue to attract advertisers by tracking audiences as they watched television programming online and on their DVRs. Similarly, networks developed multimedia platform to attract the attention of audiences. Now attracting viewers through the online airing of programs as well as additional content, the matrix media system was created. The outcome of the fear held by media companies and networks regarding these technologies that impacted viewership was simply to give audiences what they wanted, content where they wanted it, when they wanted it.
Continuously changing, the media industry simply can not let fear hold them back from continuing to provide advertisers with audiences and audiences the content the we've all grown to love and many more ways to enjoy it. The Matrix media system is a perfect example of how media companies, specifically networks must continue to provide to their two targets, advertisers and audiences.
Other articles that touch on the need for networks & advertisers to adapt to technologies and the way audiences use them.
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