NewsLine Reader Response: TiVo

Earlier this month, NewsLine columnist Andrew Cresci, vice president of TiVo UK, explained the changes he sees as the technology gains a hold in the UK (see TiVo- Should We Fear Change?). Reader Adrian Figgess sent us this response:

I think that the future scenario is far simpler than Andrew suggests, probably with far less interactivity than has so far been assumed – but both advertisers and consumers are in for serious, dramatic, no-nonsense changes to the way they promote on and watch television.

We will still be looking at a box in the corner of the living room (forget the PC, forget the second, third and fourth sets, the living room will still be where the action is) – but that’s about the only aspect in common with the scene today.

I’m sorry, but people won’t be bothering to build their own schedule – life’s too short to do such things! – what we will move towards is the concept of a Library or Archive of programming that will be rented (licensed) from the rights holder on payment of a fee. These rights holders are currently the major programme producers who license material to broadcasters: in future, they will license direct to the consumer who will select programmes from a simple on-screen menu much like they do magazines from a rack in a shop (say, for a regular weekly show) or books (one-off dramas or documentaries, for example). Accessing older, repeat, programmes will be cheaper and could be compared to a trip to the local library.

Essentially, the programme distributor becomes a publisher. Channel branding will be hard, if not impossible, in this environment because there will be no schedule: branding will be done by the producer/publisher. Granada will be thought of in the same vein as Penguin or Hodder & Stoughton.

I say no schedule – but I would expect there to be a few scheduled channels such as News, Weather, and Advert Channels. Yes: Advert Channels. My contention is that by removing much of the advertising from mainstream programming (people will fast forward through it if it is there) advertisers will have to become even more inventive to get their messages across.

Advertorials, infomercials – call them what you will – cleverly produced “programmes” containing information about new products could become a “must-watch”. Many ads over the years have achieved cult status and/or high recall levels because they were so damn clever. Viewers talk about them in the same way that they talk about the programmes. There’s no reason why a breakfast cereal, a holiday company and a white goods manufacturer couldn’t come together in a vignette set in a suburban kitchen. Make it clever, make it funny – keep it short – create the impact. People will tune in to see what’s new. This is also the channel where you see a taster for the new series of Cold Feet – or learn what football matches are on TV in the next few days.

TiVo depends on a schedule for its appeal – allowing people the power to change it or completely ignore it. I don’t think the future of the schedule is that bright: my advice to TiVo is to go for it – while you can.

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