Rivalry is Moot
I heard a blurb on the radio today about Britney and Christina going head to head! Who will win: X Factor or The Voice? Which one will YOU choose? So dramatic and hyped… and pointless. My immediate reaction was laughter, since DVR makes these rivalries a moot point. People can watch BOTH shows!
In fact, DVR has changed the TV landscape quite a bit for marketers. Advertisements are sold with the assumption that a certain number of viewers will see the ad. In the past, viewers could change the channel, leave the room, or otherwise tune out, but it was much easier to figure out how many viewers watched the show. These days, viewers can DVR shows for later, or watch them “live” but with a 10 minute delay, which allows them to fast forward through the commercials altogether. I’m not knowledgeable about this type of technology at all, so I have no idea if networks can measure how many people DVR a show. But, even if they can measure how many people DVR a show, I doubt there’s a way to measure how many people actually watch all the shows they DVR. So, once again, we’re back to inaccurate or immeasurable viewer figures, and the ability to fast forward through commercials.
How long will we pretend that one TV show trumps another? I do think there’s still some significance about the line-up and show promotion, but as technology advances, I think these rivalries will be less and less relevant!