The Internet - Changing The Way We Watch TV

The way we watch TV is rapidly changing, gone are the days of staying in to catch your favourite show and setting your video timer to record the newest film. The introduction of digital TV and the internet has enabled us to play a much more active role in our television viewing, giving us more choice and decisions over our viewing habits. The vast amount of content available on TV and online offers us far more choice than ever before. We are no longer stuck with whatever is the best thing on one of the five main channels, nowadays our choices are seemingly endless. With dedicated comedy, music, reality and kids channels packed full of content we can pick and choose whatever we like.



These days TV is no longer a solitary experience. More programmes than ever are introducing interactive elements to get viewers directly involved. Shows like The X Factor, Britain's Got Talent and Big Brother are all encouraging the audience to become an active part of the programmes. Phone-ins are nothing new but they have evolved to include competitions, votes and live texts creating the feeling of inclusion for audiences during live broadcasts. These interactions with fans of the shows are not just confined to the television. Creating an online presence that can extend beyond a show is becoming increasingly important to channels. Many TV shows now have dedicated programme sites that keep viewers interested and up to date with the latest storylines. Straight after your favourite programme is over you can go online to chat with like minded fans and discuss the latest episode.



TV has to be at the top of its game to compete against online content. The online element of a channel is becoming more crucial in broadcasting and, if successful, can show dramatically increase viewing figures. The web identity of popular teen drama ‘Skins' is almost as popular as the show itself. Programme makers have invited their audience in on the creative process allowing members of the public to suggest plots and nominate bands to appear on the show.



The internet is also influencing our viewing habits. With channel catch up services like 4od and BBC iPlayer you can watch your favourite TV shows via the internet at a time that's most convenient to you. It's no wonder then that advertising sales on the internet have just taken over sales to TV.



Audiences are no longer passive viewers who forget about shows once the credits roll, there are whole communities online who help keep the programme alive until the next episode. With more companies providing TV and the internet packages like Sky broadband it seems that the internet and TV are becoming synonymous with each other, changing the way we watch TV forever.



Jonathan Wallace writes for a digital marketing agency. This article has been commissioned by a client of said agency. This article is not designed to promote, but should be considered professional content.