On the way to extensive use
TV Markets: Despite the Internet, TV viewership continues to grow unabated. New channels, however, face an extremely difficult time—especially in regions with such a high level of TV consumption, such as German-speaking Switzerland.
TV markets Despite the Internet, TV consumption continues to grow unabated. Nevertheless, new channels are finding it extremely difficult - especially in such spoiled TV regions as German-speaking Switzerland.TV broadcasters' fears that the Internet and interactivity would increase at the expense of TV usage can definitely be dismissed as unfounded. On the contrary: even in the recent past, audiences have increased the amount of time they spend in front of the television with each passing year. This is one of the findings of the "International Television Key Facts" study, which the IP Network conducts every year in collaboration with the RTL Group. The report provides meticulous information on the development of TV markets in 37 countries (see box). It was presented and discussed last week at the Institute for Journalism and Media Studies at the University of Zurich (IPMZ).
If we look at the last eight years of development, the public has spent at least a few additional minutes of its daily media time budget on TV every year. In Germany, for example, daily usage increased by ten minutes between 2001 and 2002 alone. Even greater growth rates were observed in Eastern Europe, where the population has spent an additional 15 minutes in front of the television since 2000. Above all, the Poles made a name for themselves as frequent viewers. In the last five years alone, their daily TV usage has increased by a whole 28 minutes.
Despite the respectable advance, from which no other traditional media could even come close to benefiting, optimism is not appropriate for the medium of television. At the same time as the increase in usage, the offerings on the TV market have literally exploded. "However, this expansion has by no means been translated into a corresponding increase in demand," explained journalism professor Heinz Bonfadelli.
This has already been painfully felt in Switzerland by the two failed channels Tele24 and TV 3. The TV experts present doubted that U1, which is about to launch, would be any luckier. The fact is: German-speaking Switzerland is spoiled like no other region in Europe with top programs from financially strong broadcasters. According to Giordano Giordani, "the high level of news expertise of the SRG stations combined with the high-quality competition from the German channels" represents "an almost insurmountable hurdle."
Spoiled TV audienceThis quality offering also sets the standard for the professionalism expected. "Viewers will only accept certain compromises in quality if there is a local connection, as is the case with regional private broadcasters," explained Bonfadelli. "I hardly think that people will be prepared to do the same with a national service like U1." There were also doubts as to whether the strong emphasis on interactivity promised by the new channel would lead to success. "Although a certain desire for interactivity can be observed, this phenomenon is limited to young viewers. Overall, TV remains a passive medium," said Gior-dani. Bonfadelli added that this characteristic will become even more pronounced in the future. "In line with the US model, television consumption will also change from intensive to extensive use here. This fact also stands in the way of interactive TV."
Other big question marks were raised about the staying power of new TV offerings. Bonfadelli recalled the start-up time of today's successful broadcaster RTL. "This program had to spend ten years building up to generate sufficient audience loyalty." In comparison, TV 3 did not have enough patience, "even though the financially strong Tamedia Group was behind it", said Bonfadelli.
Feel-good content dominatesIf the IP study "International Television Key Facts" is to be believed, the current program trends will continue for a while yet. According to the study, the reality, casting and dating formats that have dominated in recent years will remain successful.
In general, the study identifies a trend towards "more entertainment, more audience proximity and more fun" in 2003 and 2004. "Feel-good TV" is the keyword for the needs of today's
audience, also in the sense of a response to the bleak economic and global political situation. The current high significance of nostalgia programs ("Seventies, Eighties and
Nineties shows"). "In a difficult environment, people want to
be reminded of better times." (dse)
According to an IP study, casting formats are among the current TV hits - and will remain so.
Daniel Schifferle
If we look at the last eight years of development, the public has spent at least a few additional minutes of its daily media time budget on TV every year. In Germany, for example, daily usage increased by ten minutes between 2001 and 2002 alone. Even greater growth rates were observed in Eastern Europe, where the population has spent an additional 15 minutes in front of the television since 2000. Above all, the Poles made a name for themselves as frequent viewers. In the last five years alone, their daily TV usage has increased by a whole 28 minutes.
Despite the respectable advance, from which no other traditional media could even come close to benefiting, optimism is not appropriate for the medium of television. At the same time as the increase in usage, the offerings on the TV market have literally exploded. "However, this expansion has by no means been translated into a corresponding increase in demand," explained journalism professor Heinz Bonfadelli.
This has already been painfully felt in Switzerland by the two failed channels Tele24 and TV 3. The TV experts present doubted that U1, which is about to launch, would be any luckier. The fact is: German-speaking Switzerland is spoiled like no other region in Europe with top programs from financially strong broadcasters. According to Giordano Giordani, "the high level of news expertise of the SRG stations combined with the high-quality competition from the German channels" represents "an almost insurmountable hurdle."
Spoiled TV audienceThis quality offering also sets the standard for the professionalism expected. "Viewers will only accept certain compromises in quality if there is a local connection, as is the case with regional private broadcasters," explained Bonfadelli. "I hardly think that people will be prepared to do the same with a national service like U1." There were also doubts as to whether the strong emphasis on interactivity promised by the new channel would lead to success. "Although a certain desire for interactivity can be observed, this phenomenon is limited to young viewers. Overall, TV remains a passive medium," said Gior-dani. Bonfadelli added that this characteristic will become even more pronounced in the future. "In line with the US model, television consumption will also change from intensive to extensive use here. This fact also stands in the way of interactive TV."
Other big question marks were raised about the staying power of new TV offerings. Bonfadelli recalled the start-up time of today's successful broadcaster RTL. "This program had to spend ten years building up to generate sufficient audience loyalty." In comparison, TV 3 did not have enough patience, "even though the financially strong Tamedia Group was behind it", said Bonfadelli.
Feel-good content dominatesIf the IP study "International Television Key Facts" is to be believed, the current program trends will continue for a while yet. According to the study, the reality, casting and dating formats that have dominated in recent years will remain successful.
In general, the study identifies a trend towards "more entertainment, more audience proximity and more fun" in 2003 and 2004. "Feel-good TV" is the keyword for the needs of today's
audience, also in the sense of a response to the bleak economic and global political situation. The current high significance of nostalgia programs ("Seventies, Eighties and
Nineties shows"). "In a difficult environment, people want to
be reminded of better times." (dse)
According to an IP study, casting formats are among the current TV hits - and will remain so.
Daniel Schifferle
