Let The Content War Begin!

The Times “are-a-changing.”

Television is where I have spent the majority of my career and life.  Whether watching it as a kid or working on it as an adult, it has always been an exciting adventure. However, it has had its bad times as well as the good times. 

In the second quarter of 2023, the layoffs began to roll across the cable TV market, and now in the fourth quarter, they have targeted the FAST channel and streamers. No one is immune to this horrible economy. 

Over the last 50 years, the television content industry has undergone several shifts and changes. It’s worth examining how the industry has evolved and how user-generated content has impacted the professional television content market. Unfortunately, the US cable TV market is currently experiencing a downturn, leading to many layoffs and downsizing. It would be useful to compare this to previous times when the industry suffered. What does the future hold for television content? Will cable TV survive in the face of competition from F.A.S.T. channels or will streaming become the new normal? What lies ahead for the television content industry?

The ever-changing landscape of television content—a thrilling and occasionally mind-boggling narrative filled with plot twists, cliffhangers, and a cast of characters ranging from traditional broadcasters to the YouTube vloggers of the world. So, grab some popcorn and settle in; this story is still being written, but let’s look at the chapters we’ve already read.

The Evolutionary Tale

Picture this: It’s the 1950s, and families are gathering around the television set—a single set, mind you, for the entire household. Fast-forward through the decades, and we’ve seen the rise of cable TV, an avalanche of channels, and the birth of what we now fondly or frustratingly call “500 channels and nothing on.”

Then came the early 2000s, where the plot thickens. Enter the Internet, the charming disruptor. The Internet’s role was more than just a cameo; it was a game-changing performance that gave birth to a new breed of stars: user-generated content creators. Platforms like YouTube allowed virtually anyone to become a content producer. Your neighbor could suddenly compete, in a way, with big broadcasters. How’s that for democratization?

Challenges and Resilience

It’s worth noting that TV content has weathered multiple storms before. The invention of the VCR led to concerns about piracy, yet the industry survived. The 2007-2008 Writers Guild of America strike paralyzed the industry momentarily, but it bounced back, adapting and evolving. So while we’re witnessing a downturn in the US cable TV market, leading to layoffs and downsizing, it’s perhaps a transitional pain—like growing up, but for industries.

The Streaming Surge and F.A.S.T. Competitors

Streaming is the chic, seemingly unstoppable new kid on the block. Netflix, Amazon Prime, and Hulu have not only stolen viewers but also entered the Emmy race, which speaks volumes about the quality of content they’re delivering. And let’s not forget F.A.S.T. (Free Ad-Supported Streaming TV) channels like Pluto TV, making waves by offering a hybrid experience. It’s almost like the past and future decided to meet halfway and have a little soirée. F.A.S.T. Services are in many ways outperforming the streamers and the linear channels.  Generations Y and Z are both fiercely loyal and dependable users of these free services, they refuse to spend money on content.

The success of F.A.S.T. channels hinges on having original content. Currently, all the content on F.A.S.T. is recycled from cable networks, and the distributors are content with earning profits from outdated shows. But eventually, the viewers will lose interest and seek newer and more unique content. This means that a competition for original content will soon emerge.

My team and I will be introducing a new approach to creating original content for F.A.S.T. services very soon. This will lead to the creation of an original content supply for all F.A.S.T. Channels. Our approach has been tested and proven profitable in over countries where we operate.

Will Cable Survive?

The million-dollar question—or should we say multi-billion? Let’s not write an obituary for cable TV just yet. Its adaptability has been notable; think about how many cable services now offer streaming components or bundles that include Internet services. Cable TV still has a place, particularly among older demographics and in areas where internet connectivity is unreliable.

Looking Ahead: The Future is Hybrid?

Here’s where it gets interesting: The future might not be an “either/or” scenario but rather a “best of both worlds” situation. Imagine a world where streaming services, F.A.S.T. channels, and traditional cable co-exist, each offering something unique. Think of it as a smorgasbord of content where you can pick and choose based on your mood, need, or even time constraints.

So, will cable TV survive in this ever-evolving landscape? It’s like asking if print books will survive in the age of e-books. They can co-exist, each appealing to different sensibilities and circumstances. In a world increasingly defined by choice, perhaps there’s room for everyone at this grand banquet of television content.

Remember, in every era of uncertainty, there are also unprecedented opportunities for creativity, innovation, and transformation. The television content industry is not just surviving; it’s in a constant state of reinvention. And isn’t that what makes any story worth watching? So, whether you’re a casual viewer, an industry stakeholder, or an aspiring content creator, stay tuned.

The next episode in this saga promises to be riveting.

Let’s examine the past for any indications of the future: it’s been a century!

September 7, 1927—a date that truly changed the game. The day when Philo Farnsworth made the first working television system, including the fully electronic method to scan, transmit, and receive television images. A hundred years since that landmark moment? My, how time flies when you’re being entertained, informed, and occasionally glued to your seat!

A Century-Long Symphony in Multiple Acts

1. The Black & White Era: Televisions initially were more like a community event; families and neighbors would gather around a single set to watch broadcasts that were few and far between.

2. Technicolor Dreams: Then came color, making the world inside the box almost as vibrant as the one outside. The ’60s saw color sets overtaking black-and-white.

3. The Cable Revolution: The late ’70s and ’80s brought us cable—a smorgasbord of channels and choices, providing a variety of content that was previously unimaginable.

4. Reality Bites: Reality TV exploded onto the scene in the late ’90s and early 2000s. Some might say it held up a mirror to society; others argue it distorted it.

5. The Stream of Consciousness: And here we are, in the streaming era. The television has evolved from a piece of furniture in your living room to a service you can access on any device, at any time.

The Impact—It’s More Than Just a Box

1. Social and Cultural Influence: From coverage of the Civil Rights Movement to the first man landing on the moon, TV has shaped public opinion and brought us together in ways previously unimaginable.

2. Artistic Achievement: Groundbreaking shows have elevated the form to an art. Think “The Sopranos,” “Breaking Bad,” or even comedies like “Friends” that became cultural touchstones.

3. Educational Milestones: Remember “Sesame Street”? Television has been a classroom, teaching kids about numbers, letters, and social skills. Even adult programming often carries important messages and themes.

4. Political Power: The medium has often been a kingmaker, playing an essential role in elections and policy debates.

5. Global Village: Television has made the world smaller. We get to see lives, cultures, and events from every corner of the globe, right in our living rooms.

6. Consumerism and Advertising: For better or worse, TV has also been a monumental advertising platform, influencing consumer behavior and fueling economies.

Looking Ahead: Another Century of Evolution?

TV’s 98^th birthday isn’t just a look back; it’s also a tantalizing peek forward. Virtual reality, augmented reality, interactive storytelling—these are not mere buzzwords; they are signposts pointing toward an interactive and immersive future. Picture this: a day when you’re not just watching your favorite characters but interacting with them in their fictional worlds. Sci-fi? Maybe. But then again, a hundred years ago, so was the idea of a flat-screen TV you could hang on your wall.

So, here’s to the television: a centenarian that refuses to act its age, forever young, forever evolving. Whether it’s watching the news, binging on a series, or cheering for your team in the Super Bowl, television has been and remains a shared experience that transcends borders and generations. It’s a tapestry of human experience, woven from a thousand threads of drama, comedy, tragedy, and triumph.

Happy 98^th TV! You’ve seen us at our best and our worst, yet you remain a constant, like an old friend who knows all our stories but is always up for hearing them just one more time. And as we lean into your next century, one thing is sure: the show is far from over.