Industry Insider: Can Broadcast TV Advance Itself in The Digital Landscape?
Henry King
Broadcast TV, otherwise known as linear TV, has been one of the most reliable forms of media since its inception in the twentieth century. It has been a source of entertainment throughout generations, providing classic sitcoms, dramas, cult-classic series, and news to the public. Large networks, such as CBS, NBC, FOX, and ABC have dominated television with their hold on 96% of consumers who own TVs. This familiar form of entertainment works by sending signals or radio waves from a large transmitter, such as cables, satellites, transmission towers, etc., to reach an individual's home to broadcast the program. However, as we enter the digital media age, will that be necessary?
According to Nielsen, data shows that TV households were spending more time watching streaming than broadcast television in 2021. Later figures show that pattern increasing with streaming claiming 38.5% of viewing time. Now, the numbers work against broadcast television’s favor with linear TV representing only 25.7% of viewing time. Broadcast TV is losing the entertainment war. However, that doesn't mean it can’t survive.
First, to understand how broadcast television can advance itself in the era of digital media, one will have to look at its pitfalls. While linear television has a large outreach, its ease of use is difficult compared to streaming; an individual with access to the internet and an applicable device can view a streaming platform while broadcasting might be subjected to the number of televisions a family owns as well as the access to a satellite dish, cable wiring, converter box, etc.
Additionally, the access to various forms of media and its content puts digital media at an advantage. There are multiple mediums, such as streaming services, YouTube, TikTok, etc., that allow consumers a diverse range of content that is often curated for them. Broadcast TV is lacking in this department. There is often competition for inventory during prime time hours, making content limited. In the digital age of consumers having a choice over where, when, and how they watch their content, broadcast television can’t seem to provide this freedom with their scheduled system.
The lack of interactivity also provides another explanation for broadcast television’s lackluster performance. Live streaming platforms and various other digital mediums engage consumers with interactive tools. For example, Twitch allows users to comment mid-stream, YouTube has a comment section, TikTok’s platforms make it easy for users to make their videos, etc. Broadcast television is a one-way mode of communication, making user interaction little to none.
Although broadcast TV has seemingly many disadvantages, it is not on the chopping block yet: there are many ways it can revitalize itself in the digital age. Broadcast shows, such as Grey’s Anatomy, Friends, Modern Family, The Big Bang Theory, and more have some of the largest and long-established followings in Hollywood. These episodic shows are often watched more than once. Conversely, streaming services often produce high-budget and hit series, like HBO’s House of the Dragon or Netflix’s Stranger Things, that often attract subscribers but do not retain them in the long run. Continuing these long-lasting series will continue to benefit broadcasting programs.
Instead of surrendering its dominance to streaming platforms, broadcast television can work with the medium. Popular network sitcoms, reality competitions, dramas, and soap operas help boost a media company's subscription video on demand (SVOD). For example, Dancing With the Stars moved from ABC to Disney +, The Office moved to Peacock, and Grey’s Anatomy moved to Netflix. Additionally, if networks continue to produce these episodic television shows that garner popularity they will be able to leverage their content with streaming platforms; ABC’s Abbot Elementary did well on both its linear television and streaming platform ratings. Ultimately, Broadcast television can utilize its well-known, classic program as a means to distribute content.
Live events and large new-gathering operations are another way broadcast television can continue to advance itself in the digital age. While streaming platforms are spending $6 billion on major sports events in 2023, sports are still largely intertwined with linear television. According to MNTN Research,
“Regardless of the generation or platform used, respondents were all in agreement that sports belong on the big screen. From Gen Z (46%) to Baby Boomers (71%), most preferred to use their TV to watch live sports.”
Additionally, broadcast television is often aligned with large political or news operations within a country. In the 2020 U.S. presidential elections, 56.9 million people tuned in during primetime hours — a number that has stayed relatively stable from the past four elections. If broadcast television continues to innovate and improve the access and quality of content that it's known for, it has a chance to stay relevant in the evolving media landscape.
Although more and more individuals are participating in cord-cutting, broadcast television still possesses the strengths that can ensure its relevance. By capitalizing on its long-established, beloved series and collaborating with streaming services, broadcast TV can maintain its foothold in the entertainment industry. Additionally, prioritizing live events, news coverage, and interactive elements can further engage audiences. With strategic adaptation and innovation, broadcast television can continue to serve as a vital source of entertainment, news, and cultural connection, ensuring its enduring presence in the evolving media landscape.
