On Wednesday 27th May, we are hosting ‘TV Now TV Next’, an afternoon event in Sophie’s Restaurant at the Dean Hotel, where we will be discussing the evolution of Television, with a focus on modern audience behaviour, tech advances and the implications for content and advertising.
So, to get the brain cells working and thinking ahead, we asked some of the RTÉ TV Sales team their opinion on what they think ‘TV Now TV Next’ means for our business. Here are some of their thoughts:
- Geraldine O’Leary: Commercial Director, RTÉ Television
TV NOW is what I do – both as a career and as a key part of my down time when I am not at work! Guilty pleasures include The Good Wife, Fair City and Gogglebox – these are the ones on series link! What’s not to love about working in TV – and particularly RTÉ TV. I am incredibly proud of the quality of what we produce and the fact that in an environment that continues to be fiercely competitive, we are just getting better!
TV NEXT is a series of exciting developments which are changing how people will view and interact with our content. The big challenges for us all in the industry are around measurement and monetisation.
- Joanne Watts: Negotiations Manager
For me TV now serves as a great entertainment vehicle that brings people together – social media has made TV more engaging and has served to fuel the emotive aspect that TV delivers. Regarding the future of TV I think there is a challenge outside of “event programming” to deliver more on demand relevant content as younger audiences do not want to be scheduled to.
- Dennis Ellis: Negotiations Executive
With all the advances in technology that we now take for granted, viewers can increasingly revolve television around their lives, instead of their lives around television. Only the most dynamic, well written, surefire programmes will command a live audience, which is both the challenge, and the opportunity, that faces all media owners in today’s ever changing landscape.
- Dara Meaney: Group Client Sales Manager
TV is making a comeback and not just because we are in the middle of a “TV Golden Age” in terms of programmes such as Mad Men, Breaking Bad, Game of Thrones, and of course Love Hate. Clients are realising that, wait for it……………………… advertising on TV works.
We know advertising works whether it’s broadcast, print or digital. However after a number of years now with ad budgets being fragmented and diverted mostly into online, we are seeing a swing back of revenue to TV. Reason being? TV gives the best return on investment!
- Ann Delaney: Client Sales Executive
In Ireland, we are watching more TV now than now than we did five years ago.
The way TV airtime will be traded may change in future with the onset of real time bidding but great content is what will really make TV stations and content providers stand the test of time.
- Oscar Kennedy: Client Sales Executive
With so much fragmentation and choice in the market there is a perception that TV viewing is falling yet in 2014 programmes such as the Late Late Toy Show and Love/Hate produced record audience viewing figures proving that this not the case – TV is getting bigger!
- Grainne Coleman: PA to Commercial Director
What TV Now is for me is that customers demand it almost instantly because it is a social media generation. Netflix, Amazon Prime and PlayStation release all the episodes of a show at once so their customers can watch when and how they want. Also because people can download TV shows so easily now, what we have is viewers illegally streaming TV if they do not get the programmes they desire when and how they want them. To combat this I believe Irish TV stations need to show popular shows from the US simultaneously or next night for the viewers. This alleviates both online streamers and conventional TV watchers.
- Ciara Daly: Media Sales Co-Ordinator
From a sales point of view, the best way to reach a market audience is still through television viewing. However, as the ways in which the audience consume TV continues to change, we need to find a more efficient way of measuring viewing figures across all mediums from digital, internet and standard television viewing….. like a single measurement to cover all bases.
- Gerry McGuinness: Sponsorship Manager
I’m very interested in the future of TV. In the past if you wanted to watch television, you sat in front of the tube and watched what the RTÉ, BBC & ITV said you could and also when they said you could. Already we see that viewers want a huge variety of programming that can be accessed on as many devices as possible whenever they want. This is a game changer.
- Paul Loughrey: Head of Insights
The challenge as I see it is for all other media to keep up with TV. Big screens, evolving ultra high definition TVs, great sound and the ability to interact through social media all in the comfort of your own room means better engagement with TV content, programmes and advertisements.
- Debbie Kennedy: Head of Negotiations
While thinking in a macro sense about what total AV can deliver , I think it’s time to re-engage in the discipline of individual channel engagement.
RTÉ are in the business of delivering engaged viewing to advertisers in a relevant blue chip environment. This gold standard should be applied across the board – after all not all impacts are the same!
- Ronan Murphy: Head of Integrated Media Sales Solutions
With all the advancements in technology, and the constant talk of the demise of TV (now over a decade), and that social is the only media worth talking about, Irish TV with RTÉ at the forefront, continues to punch far above its’ weight compared to the global TV market and the organisations therein. Irish audiences want Irish content and Irish TV continues to deliver to those audiences quality output but now via a multiple of platforms – live, live +1, repeat, catch up and ‘clips’.
- Breffni Cumiskey: Media Sales Co-Ordinator
TV is in a golden age. Entertainment and drama has never been of a higher quality with audiences flocking to catch rich narratives unfolding on the small screen. These used to be the domain of film and Hollywood. Now they’re beamed into our sitting rooms.
However, even in the face of this success, the diversification of the medium of watching also provides Tv with its biggest challenge. The future of watching is no longer just on Tv as screens get smaller and smaller and our attention spans go with them.
- Maureen Woods: Media Sales Co-Ordinator
TV content offerings do not stop when you switch off your television. TV Next is all about embracing cross collaboration and making use of the rich media marketplace. Often times one does not need to have watched a show to know who was on it and what was discussed. As conversations grow on social media, so to can a programme profile. It is extremely important that we maintain strong quality programming with a uniquely Irish draw, while also embracing the digital, social and on demand trends that form part of TV Next.
- Esme Hanlon: Media Sales Co-Ordinator
I love that I can be anywhere in the world on a Friday night, and with the use of a simple hashtag, I can follow live minute by minute the events of The Late Late Show. I see social media as the perfect tool to push and drive TV traffic, working as a magnet to draw the audience in. I imagine that when something momentous happens and it is tweeted and retweeted, we see a pickup in live audience numbers plus it serves a ‘bookmark’ for people to go to the Player and watch the event as it happened. The joy of live TV is still very much alive and kicking, but we now live in a world where we can repeat that moment as much as we want.
- Olivia Heavey, Media Sales Co-Ordinator
In 1985, we watched Dallas, Miami Vice, Mork and Mindy and Cheers. It was the era of Big Hair, big shoulder pads and the good guys always won. It was the decade of the VCR but you still did not make plans on a Thursday night.
In 2015, Live TV remains the most popular form of video content in Ireland, according to Television Audience Measurement (TAM), Ireland’s third annual total viewing habits study.
It is the decade of the Digital era however the good guys still win and we stay in on a Thursday night.
What next: The questions? Will the good guys still win and how will we wear our hair. One certainty, we will watch TV.
- Sé De Barra, Breaks Scheduling Co-Ordinator
Greatest challenges arise from increased competition in the market, eating away at advertising revenue. Equally as important, is how to retain and grow younger audiences when there are many non-linear viewing options available?
Opportunities – Increased monetisation of non-liner options, potential product placement within popular programmes. Improved collection of Licence fee could help increase quality of programme output.
- Linda Fleming, Business Development Executive
TV works when I see so much repeat business from our advertisers with relatively modest budgets. An SME’s commitment often stems from discussion with family and friends and I know RTÉ can deliver that large audience that makes the difference for them.
The challenge continues… to make TV available to all those SME advertisers but the opportunities abound to tailor packages to continue to have this sector part of our vibrant industry.
- Paul Cantwell, Audience Research
The biggest challenge facing TV in the future is how content will be commissioned by national broadcasters in the face of tech networks commissioning programming for their users. The measurement of future programming will also have to change and a system will need to become multinational so that TV has the equivalent of the music industry’s Kobalt as a measure of success.