"In order to 'modernise' what we have seen is the TV industry has taken its content, stuck it on a server, and, well, that's it. There's no masking the obvious - It looks like it wishes it didn't have to change. What else could they have done? Have any large TV companies embraced the world outside their own nation? Have any got stuck into interactive formats? Embraced shorter content? New types of ads or funding?"
"Has anything actually changed despite a world growing up with no concept of what TV is? I speak a lot at TV events and people talk like YouTube doesn't exist, phones don't exist, Netflix is never mentioned, let alone come to accept that the very notion of TV is now undefined. Is it a screen? A quality mark? A distribution technology? Is it defined by the length of the show? When does TV become a video or even a movie? Nobody knows."
"The more we call it TV, the more we limit our imagination to what is possible. The moment we see it as 'quality video' instead is the moment we may start to rethink advertising and in a way that works better for everyone. I'm not entirely sure who looks more incompetent these days, TV companies who excel at making great TV and their fumbled reluctant attempts to understand how to deliver TV in the digital age,"
The TV industry has largely resisted substantive transformation, often equating modernisation with simply placing existing content online. Broadcasters have been slow to embrace global distribution, interactive formats, shorter forms, new ad models, and alternative funding. Audiences and creators increasingly lack a clear definition of TV as screens, quality signals, distribution technologies, or content length blur. Reframing TV as "quality video" could enable fresh approaches to advertising and monetisation that benefit audiences and advertisers. Major tech platforms have scale and data but struggle to produce consistently compelling long-form content. Rising tension suggests major industry disruption and competition ahead.
Read at The Drum
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