A celebration of television’s impact on the world
Opinion
On the UN’s World Television Day, Channel 4’s chief commercial officer argues for TV’s superpowers over its digital rivals.
Today is World Television Day, a moment to mark the transformational power that TV provides for all of us, as the medium that not only delivers amazing entertainment and programming but also brings everyone in society together.
While this is undoubtedly cause for celebration, the reality is that, compared to the first World TV Day in 1996, television now faces challenges on several fronts.
The struggle to engage younger audiences, the drain of advertising spend to digital platforms, and even the erosion of truth and trust in society all urgently need to be addressed.
The TV industry needs to front up to Digital, with support from advertisers, to tackle the uneven playing field we face in competing with digital giants, around which concerns abound about misinformation and inappropriate content.
In the more fragmented world we live in, the value and enduring appeal of quality public service broadcasting for new and existing audiences alike are more important than ever.
The content on our platforms is meaningful; it speaks to people’s lives in the UK.
Our remit, set by and answerable to Parliament, means we have a role to challenge with purpose, in contrast to online giants who shy away from asking difficult questions, or worse, fan the flames of misinformation and sensationalism.
Seven in 10 surveyed viewers of our unscripted series Virgin Island (pictured) agreed that Channel 4 talks about the issues that young people face in a way that others wouldn’t, while eight in 10 surveyed viewers of Groomed: A National Scandal agreed that Channel 4 creates change through its programming.
Friction TV
Our purpose, combined with the regulations we adhere to from bodies like Ofcom, gives television a superpower I call ‘friction’ compared to digital platforms.
Put bluntly, you won’t find unprompted graphic violence or unchecked misinformation in our offering, which is why our audiences and the advertisers we work with associate TV with trust.
Few platforms have the combination of social impact and prestige that TV does. In simple terms, when people turn on the TV, they know they’re seeing high-quality, reliable content.
As competition for attention spans grows fiercer, we need to push for a world where TV remains at the forefront of media, setting the standards with its high-trust environment.
Brands that advertise on TV see immediate results for their businesses, so when TV thrives, so do entrepreneurs and society at large.
Ensuring the benefits of TV reach everyone in society is part of Channel 4’s mission statement. Our initiatives, such as the Diversity in Advertising Award, Black in Business, Mirror on the Industry, and our BCorp partnership, showcase the power of TV at its best. It champions vital causes and gives a platform to the underrepresented, setting the agenda thanks to its reach and scale, transforming lives.
Medium of reinvention
World Television Day was established by the United Nations to recognise the growing impact of television on decision-making and to bring world attention to economic and social issues. This year, World Television Day’s focus is on how TV continually reinvents itself, a fact we know well at Channel 4.
Younger viewers, who are now more likely to watch content on their phone than in their living room, are engaging with us more than ever before.
In recent months, BARB data reveals that Channel 4 has passed the 51% tipping point, with 16 to 34-year-olds now streaming more of their Channel 4 viewing than watching via linear TV.
TV has shown it can face up to the challenges that lie ahead over the coming years and decades. Now, advertisers need to reflect on whether they want to support the quality content and trusted environment that we’ve demonstrated we can provide, or risk further uncertainty.
As the world celebrates World Television Day, let’s remember that TV is more than just entertainment; it’s a shared space for ideas, debate and representation.
In a world of infinite choice, television continues to unite audiences, uphold standards, and champion voices that might otherwise go unheard.
That’s a responsibility we embrace and a future we’re excited to shape, so that World Television Day is still worth celebrating in the years to come.
Rak Patel is the chief commercial officer at Channel 4