TODAY
AND THE FUTURE OF AMERICAN TELEVISION
I think we have entered a post-network era in that networks no longer control the viewing habits of audiences. Cable, premium, and streaming have expanded what TV is, reinvented what it looks like, and redefined how we consume it; but these new kinds of viewing have not replaced broadcast, just supplemented its old model. I think the difference of post-network television is overstated. Networks, albeit slowly, have begun to adapt to the streaming model and our modern viewing habits by providing their own online streaming services and original programming, and distributing their products through other ones. They, too, can release a series all at once to make it binge-able. For example, NBC’s Seeso, which has followed this model and also released episodes on a weekly basis. It seems to me that the networks have branded themselves even more now to compete in this era of niche programming, which has helped them to stay relevant and for people to associate their shows with their brand; though they have lost some of their strong brand association and audience notoriety. People generally do not care which network creates or distributes a show, and most people have no allegiance to a particular network, save for news. But our old viewing habits are not dead. People do still turn on their TV’s and watch time-sensitive material such as weekly shows, sports, and other event shows. We clearly still value the traditional group TV watching experience since smart TVs bring streamed programming to the living room.
Networks are trying new tactics to reinforce the communal viewing experience, such as with live tweeting campaigns and live recap shows like The Talking Dead or After the Thrones which demonstrate that this model still holds. Late night talk shows are another way they encourage this live viewing. I think live broadcast still holds value and this is something that will always fall to the networks. So the networks have found ways to adapt to the new models while still holding their roles in broadcast television. At the same time, streaming sites like Netflix are imitating the old model by reviving canceled shows, showing that our old habits are not on their way out. Over the next few years, I believe Netflix and streaming will solidify its legitimacy in the industry; with Roma’s Oscar nominations indicative of this process. This is also symptomatic of the muddled lines between film and television that will continue to blur. Concurrently, since the American television industry has proven itself to be cyclical (something very obvious in the way these “post-network era” changes are reminiscent of the rise of the independent producers), I think we will return to a focus on live broadcasting. Individual consumption will never go away, because of the convenience and control it allows, but I think the networks will find ways to make the communal experience more and more attractive.