I seem to repeat the same discussion with every media executive I meet – I argue that connected TV is going to fundamentally change the way we watch TV, but the response, usually from those with a few more grey hairs than me, is to argue that consumers want a “lean-back” experience and that’s exactly what they’ve got with linear broadcast TV. I don’t disagree with this argument – I think linear TV is a great product and will prevail long into the future – but to couch it in an argument of “linear vs. on demand” is too narrow in today’s market.
Here’s my rebuttal: I agree that most people don’t want to be leaning forward to select the next programme as the last one finishes, like selecting individual tracks from a music library. My argument is that linear itself is going to change, and that is what’s going to drive our shift in viewing behaviour. Let me explain…