Cable vs Broadcast


It is no surprise that cable has continued to grow and grab big programming. Oprah moved to cable. Monday Night Football did. Now March Madness.

People want to watch what they want to watch. Online, we search out exactly what we want and go.

TV is no different, that is why smaller networks (cable networks) are getting what they get. It narrows to a specific target. The big Broadcasters are very broad and want a very large and broad audience. While cable networks tend to reach fewer viewers, they reach more specific viewers. This is good for advertisers, if they are marketing to that specific demographic.

As more people do more things online the demand for specifically what we want grows. We have more choices to read what we want and watch what we want.

As content producers knowing where your content fits the best will allow you to grow viewership. As advertisers knowing what content to be along side or with, (for embedded content… in) can and will make all the difference.

More channels will come and their specialty will be greater. Especially, as they reach more of a global audience. As more goes global, it is possible to narrow even further. Thinking globally, a narrow, more specific program can reach larger audiences, in sheer numbers alone.

So, enjoy watching what you want, where you want.

2 Comments (+add yours?)

  1. Kim Barnes
    Apr 28, 2010 @ 09:35:03

    This trend is already starting the the professional sports teams owning their own cable channels and therefore revenue shares. You can already see this coming down the pipeline with psedo-branded screens on the major networks like “Raiders TV”. The deals will be between the distributor (cable co or website/online provider) and content owner/creator. As an independent producer I’m all for it, if the ad dollars are there to support and social networking/marketing is optimized the niche markets are able to create, innovate and expand their vision of what they think their audiences want or need.

  2. Steven Napolitan
    Apr 28, 2010 @ 09:49:04

    Hi Kim…

    Yes, content will continue to become more specific and reach a certain groups of followers. Video content will continue to increase and present huge opportunity for all involved, from Producers to Brands.

    This stat shows some of what is already happening:

    More videos were uploaded to YouTube in the last 2 months than if ABC, NBC & CBS combined had been airing New Content 24/7 since 1948 (when ABC started.)

    As mobile connections continue to grow and increase in speed, more video content will be consumed then ever before.

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