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Online Television: The Best of Both Worlds

Written by: Rob Lawson

Article Overview: With so many different digital mediums available to us at the moment, it was only a matter of time before someone began to merge and combine two of them together. It already happened with mobile phones and online social media, as the popularity of iPhones demonstrates to us. Then there is the Internet and television - two different mediums; one you use for all of your communication and information needs, the other is maybe more for entertainment use - something to sit down in front of after a long hard day, allowing you to mentally ‘switch off'. Yet considering how much time in a day we tend to spend in front of a computer nowadays, it's no surprise that online gurus are taking advantage of the popularity of television and have created Internet websites that allow you to choose which TV show or program you want to watch - on demand.

Online Television: The Best of Both Worlds

With so many different digital mediums available to us at the moment, it was only a matter of time before someone began to merge and combine two of them together. It already happened with mobile phones and online social media, as the popularity of iPhones demonstrates to us. Then there is the Internet and television - two different mediums; one you use for all of your communication and information needs, the other is maybe more for entertainment use - something to sit down in front of after a long hard day, allowing you to mentally ‘switch off'. Yet considering how much time in a day we tend to spend in front of a computer nowadays, it's no surprise that online gurus are taking advantage of the popularity of television and have created Internet websites that allow you to choose which TV show or program you want to watch - on demand.

What's the deal?

In 2006, a new episode of the TV series Lost was aired online - around 11 million viewers it. Also in 2006, market analysts Jupiter Research reported that around 11 per cent of computer users regularly watch videos on the internet. A year later, this figure had jumped to 28 per cent, and it kept on jumping as each year went by - presumably due a lot to YouTube and its easy accessibility and free videos. Yet even the websites that are charging for their TV shows to be viewed are increasing in popularity as more people spend more time online.

In terms of cost, almost all online television is free, using the traditional concept of advertisements and banner ads to make their money. The US ABC recently announced they will make their shows available to view online the day after they have aired on television, for free. The only catch is that the commercials scattered amongst the shows will be unable to be paused. These commercials will also be limited in number - probably only three, being one minute in length each - and will be all from the same advertiser, no doubt maximizing their effect on the audience watching. You can see how this idea is increasingly appealing to businesses that can afford this type of major bulk advertising.

The buzz of 2010: Social TV

But the development hasn't stopped there. ‘Social television' is the newest kid on the block, merging the concept of online television with the online phenomenon that is social media. In a nutshell, it's TV services that involve viewers' communication. We can now watch our favourite television programs online, whilst interacting with others doing the same - making recommendations, critiquing, chatting, and blogging with each other. It's adding one more thing to the long list of ‘togetherness' that the Internet is creating. Obviously we have always ‘socialized' around the concept of TV, even with the simplest form of discussing shows with friends - but the new idea here is television will now be an active practice rather than a passive one. You can comment on shows, review your favourites - basically interact with the world around you whilst enjoying your TV experience. And in a world that seems to be enjoying online and social media with gusto, this would appear to be a concept that is ready to take off.

WineLibrary TV is a great example of how internet television can assist in boosting a business brand - or even be the entire brand in itself. Gary Vaynerchuk took his multi-million wine selling business to the online world as a way of educating his viewers about wine in a ‘non-stuffy' way. Such a hit, WLTV has become a cult favourite, with self-named ‘Vayniacs' interacting regularly with each other on its online forums. They even organize offline group gatherings in the tradition of die-hard fan clubs. This is social television at its best - viewers have found something they are interested in, can view and learn about it online, and participate in interactive communities.

The big players

There is a large range of online television websites, besides actual channels' own sites - the most well-known perhaps being Hulu, which ABC, FOX and NBC together created in order to bring television shows to their viewers - with no profit. Available only to US viewers, its popularity probably stems from its availability of hit TV shows the morning after they have aired on normal television. Hulu airs commercials in normal commercial breaks - the only difference is that you're watching them through the Internet. Another internet television station was 18 Doughty Street, well-known in the online TV world as it claims to be the first British Internet-based television station. Interestingly, although only running for a little over a year, the TV station closed down in the midst of attempting to create a ‘citizen journalism' element to its site, allowing the public to submit videos to be aired. Perhaps if this had succeeded, it would have been one of the first endeavors into the now more commonly accepted concept of social television.

Where to from here

So where does the future lie with this clever combination of two popular mediums? Perhaps soon we will see the demise of the traditional television as it becomes easier and cheaper to watch our favourite shows online. Although some dismiss this idea of internet television, due to the association of our PCs with work and stress, as opposed to the TV as a place to ‘switch off' and relax whilst watching our favourite shows. But in a world where we want things here and now, and with a generation on the rise that was multi-tasking digital technology whilst still in nappies, it would make sense that people will soon be expecting quicker and easier-to-use combinations of the world's best mediums. Plus if this can combine with the ‘social' aspect of the online world that people so love, then even better.

Channel surf from your ... computer chair?

Take Diggnation as an example. This is a weekly internet television show that was created by the founder of Digg.com (a website where anyone can submit articles, images and videos) and a friend in 2005, which basically consists of the two friends drinking beer, chatting and discussing the top stories that made Digg.com that week. Sometimes referred to as ‘the Wayne's World for Geeks', the show has increased its viewer numbers through the years. Its popularity deemed mostly to be its interesting content and ‘I'd be friends with that guy in real life' hosts. It has become so popular that advertisers began approaching them for space on their show to market. Forums show that people love diggnation because it's relevant, relaxed and actually entertaining. Fans of Digg.com (and there's a lot of them) watch it because that's what it is about - digg.com.

Which makes you wonder - is this where the future of online TV is going? Countless number of smaller, topic-specific online TV shows that will cause the common lament ‘I watched it because there's nothing else on' to be a thing of the past. If more and more television shows pop up online as more and more ‘average Joes' use free Internet space to create them, then surely we will all find our favourite shows there as we search for topics that actually genuinely interest us. Or will you and I have our own channels? Will your business? Now there's an interesting thought ...

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Article Tags: internet television, internet tv, online marketing, online television, online tv, social media



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