Is there still a case for linear TV channels?
If you know PlayBox, you’ll know we’re obsessed with OTT. Our customer base and partners have, throughout 2020, been embracing the OTT revolution. We’ve been incredibly privileged to have helped some of our most valued customers in creating innovative on-demand platforms and all new ways of delivering enriching content to their audience.
Of course, this doesn’t mean that there is no longer a case for linear content delivery. Linear channels have sculpted the way that we have consumed media and television for decades. The art of scheduled programming has proven predictable (in the best sense of the word) and captivated audiences across the globe. Read on as we highlight some of the key points that suggest Linear is here to stay.
1: It’s a unique viewing experience
Linear has social viewing at the heart of it. The key is the exclusivity – you and your peers are simultaneously viewing content that is live at the time of broadcast. There’s no potential for spoilers (we’re looking at you, latency) and you can discuss the real-time events of a gripping true crime drama with friends. The build up to the 8pm viewing of your favourite scheduled television show is a tough experience to contend with.
2: It’s easy
Linear content possesses a unique ability – to fade into the background and not require any real degree of choice when choosing what to watch. A real problem affecting some Netflix users is abundance – there’s simply too much to choose from in that never-ending reservoir of content. It can be overwhelming. After a long day of work, or after an exhaustive exercise session, you can turn on a linear channel and the schedule will take it from there. It’s this ease of use that is still a major selling point for loyal older generations who might not have delved into the world of OTT and VOD yet.
3: Live events
You’ll often hear that live events are the only medium keeping linear broadcast alive for younger generations. Sporting events, live comedy, festivals and the like. Whether you agree with that, or not, there’s no denying that live events capture a unique kind of attention from all audiences. There’s nothing that will come close to the anticipation and excitement of a Champions League final, or a huge world title boxing match with your family and friends on the edge of their seats. Emotions are high, and suspense has you hanging on every shot, punch or throw. Crucially, Linear TV is where this kind of content belongs.
4: Still relevant
The humble TV nestled in the family living room remains a major touchpoint for advertisers who can tap into entire households. Local news channels and local events are key for the survival of linear TV, capturing the minds of local communities and holding the ability to deliver geographically based advertising. Super relevant content and a targeted approach goes some way to bridge the gap between linear and non-linear television.
More and more so, it appears that the fixation on audience viewing habits are dominating the advertiser space. Advertisers are keen to know exactly what kind of content you watch and how long you watch it for. In turn, this enables hyper-targeted ads to be delivered to you. OTT and VOD formats have certainly paved the way for this to become the norm – alongside everyday internet browsing and social media. Whether we will see more synergy between linear and non-linear remains to be seen – smart TVs and integration platforms have already provided the initial steps of interoperability between the two.
If you’d like to pick our brains on either non-linear or linear content delivery and playout, get in touch. We’d be happy to talk you through the benefits of both formats, and how they can enhance your content strategy or channel presence. At PlayBox Technology, we helped to redefine linear content delivery with the TV Channel in a Box – and we’re doing the same with OTT. Watch this space…