WHAT IT MEANS: Viewers want solutions to problems or pure escapism. Viewing pattern includes interacting with mobile content.
As television audiences become more fragmented and viewers get more programme choice, they either want to watch big, epic events like the Olympic Games, or binge and gorge content in a single sitting.
And that, says Stuart Murphy, former director of entertainment channels at Sky UK, is posing a new conundrum for those commissioning content as well as for advertisers.
Murphy was in SA for an audience measurement conference and is one of the big hitters in UK television, responsible for hits like An Idiot Abroad and David Attenborough’s Natural History Museum. He told the Financial Mail that audience needs have changed radically over the past two years: they either want to watch "solutions to problems or indulge in pure escapism".
Finding niche audiences is more difficult as programmers have to decide whether to "go epic or be specific".
"As television sets get bigger people increasingly want a huge, all-immersive experience, like a sports World Cup or a show like Game of Thrones."
But complicating matters is the changing dynamic of viewing patterns. While families might still sit together, they are simultaneously using mobile devices and interacting with all the content they are consuming.
He cautions, though, that brands and TV stations should not get overexcited about social media engagement. Second-screen interactivity is difficult, particularly with drama. "The best way to approach this is simply by providing added information. More often than not the rest is done by accident as viewers comment on and criticise developments."
Those making and commissioning TV programmes should be aware of the short attention span of viewers and be mindful of "the hook" — that aspect of a show that will compel them to remain and return for the next episode. In spite of a continuing uptake for reality television, he says, audiences have not deviated from their choice of genres. Drama still works, with universal themes like love, loss and people making it big.
He says the balance of power in programme selection has shifted to younger family members, who consume media faster.
When it comes to TV news, viewers are "demanding that stories are told faster, with more context; experts explaining an event and more graphical information". He also believes audiences don’t mind a sudden shift from hard news to softer items as that’s how people currently navigate the online space.
Murphy says it’s tough for advertisers to make sense of this new television environment.
"As best they can, they should try to work with programmers and storytellers to make sure their commercial message is one that people will want to stick around for and not fast-forward through."
Brands should think harder about "dynamic" advertising where the ad talks directly and meaningfully to the audience watching a show.