Listen to any “expert,” regarding TV, and you’ll hear the same thing. “TV is dead,” they proclaim, “the way forward is new media.” And, it’s easy to see why businesses believe this to be the truth, the growth of search engines and social media being the main indicator.
However, television is by no means dead and gone, as evidenced by the $32bn in affiliate revenue they receive yearly. The truth is there are pros and cons, all of them with the ability to affect your SME.
To make sure you’re on the right side of history, it’s essential to understand the specifics. Here are the main ones for your information.
New And Old Media Mix
Yes, the likes of Amazon Prime and Netflix are making it tougher for traditional media outlets to have it all their own way. But, to say these upstarts are killing TV is a myth, and the reason is simple: partnerships. Thanks to the rise of the internet and smart TVs, online sites are now available in the form of apps on a TV screen. New and old media aren’t at war; they’re in a partnership. As a result, the viewing figures are still high and TV marketing is as effective as a result. You have to figure out which platform is the most effective.
TV Companies Have History On Their Side
History means a lot when you factor in the size and stature of a company. The opening paragraph mentioned affiliate fees, and they are the perfect example as to why history is important. New platforms charge less for numerous reasons, one being destroyer pricing tactics and fewer overheads. However, TV companies with a historic reputation can charge more thanks to the perception of their brand. ESPN’s sub per month, for example, is eight times higher than some of its competitors. This evergreen source of funding only secures their dominance and makes them an effective tool for businesses.
They Instill Stereotypes
From a business’s point of view, is an accident in the workplace is a big deal as employees can take employers to court and win. The problem with television, however, is the fact that they normalize dangerous behavior. According to this slip and fall attorney, there are lots of programs on TV that trivialize accidents and don’t show the aftermath. For companies, it’s problematic as it might influence your health and safety practices in a bad way. Get them wrong and you can be out of business in a flash.
TV Is Compartmentalized
Switch on the boob tube and you’ll see different channels for different things, from sports to movies and nature documentaries. Savvy businesses can take advantage of this by using the right channel to market to their audience. With the proper analytics, you can figure out the types of programs your base is likely to watch and put the advert in front of them for consumption. With the rise of Big Data, it isn’t tough to find out anything, especially TV preferences.
Television affects businesses in different ways – will you make sure it’s positive?