TV is a very important part of my life. I have grown up with it and if you have read any of my other blogs you will soon realise that I am a TV addict. I especially love the American TV sitcoms and dramas. Last year I fell in love with the new series Revenge.
Channel 7 aired the first season approximately 5 months after it started in the US. The second series started in September this year on US screens however, after praying that Channel 7 would fast track the new series, Australian audiences will not see it on screen until early next year. Now I am usually a patient and law abiding person however this time frame has left me questioning my moral values.
The TV landscape is changing, media consumption patterns are changing and unfortunately for the Australian viewers our networks are not moving fast enough in my opinion. The rise of the ever powerful internet and the availability of American and UK shows at the click of a button have seen some Australian consumers turn into criminals.
Channel 7’s boss, Tim Worner, has stated that the network will not be spooked into fast tracking content. He said ‘The first season of Revenge, one of Seven’s big successes this year, ran some six months behind the US yet was still the number one drama in Australia’*. He does have a point – however this is still testing many people’s patience. Channel 10 has fast tracked some of its new content. Modern Family, Hawaii Five-O and Homeland are all screened on the network within a week of the episode screening in the US. Foxtel is also fast tracking some shows, with Gossip Girl screening Express from the US with only a 12 hour delay between airings.
The other big issue faced by the Australian television addicts is that if you are not careful Facebook will ruin plot lines. With the increase in social media interaction you run the risk of finding out the vital plot line months before the episode is due to be screened on Australian TV.
With this fast paced society that we now live in, can Australian brands afford to hold back on new products like the TV stations? Consumers are more savvy than ever and will seek out new products from other markets and import them into the country if Australian brands are not quick off the mark.
In light of a highly demanding consumer, can TV stations and brands afford to hold onto content/products and not fast track them into the market?
For those who are keen to read more there’s a great article published by the SMH here.
Laura Furness is a Channel Planner at BCM
Great post Laura. You’re so right, you are addicted to TV! You’ve also made a great point in that Aussie retailers will be left behind if they hold back product. People will just seek it out elsewhere or find an alternative.
Could not agree more Laura. It’s such a pain it takes so long for US shows to hit Aussie TV stations! One day the stations will have to get with the program (oh yes, I just went there)
I couldn’t agree you more Laura. After the final episode of the last series of Revenge aired in the US I was amazed to see the fb posts of locals who had subsequently seen the show long before it was broadcast here.
It’s also possible that the shows performance may start to wane by deliberately delaying it. Cashing in on the momentum that a show has is something that can’t be ignored.