CHANGING THE CHANNEL?

INTRODUCTORY OP-ED BY CARL SARNEY, HEAD OF STRATEGY AT TRA. Media used to be so simple. Print, billboards, radio and television. Eyes, ears and eyes + ears. From a marketers perspective, prime time television was (and still is) the ultimate place to tell your brand’s story. There’s no better way to reach most of the nation, captivate their senses and get them talking about your brand.

In New Zealand, public television broadcasts only began in 1959. By 1965 more than 300,000 television licences had been issued here. That represents about 30 percent of kiwi households that had shelled out for a television ‘consolette’ (the average price was about $5,000 in today’s money).

Zoom forward to today, and the rise of internet-connected devices has made the delineation between media channels rather blurry. The average New Zealand household has more than 7 different screens including smart TV’s, smart phones, tablets, laptops and smart watches.

Despite the proliferation of screens, the underlying motivations for watching ‘radio with pictures’ remains the same;

1. Effortless entertainment. It gives us a dopamine hit with very little effort. Effortless entertainment is a fundamental quality of television that makes it irresistible.
2. It starts conversations that help us bond in our social groups. The other fundamental drawcard of television is that it gives us stuff to talk about, it helps us connect with one another, and it helps us affirm our identity.

In this way, television is the modern day campfire. The warm glowing light we gather around at the end of the day to relax and share stories that inform and entertain.

Today in New Zealand, there’s a bit that sits in the middle of streaming services and online content. That’s the TV networks where kiwis tune into All Blacks Games, Shortland Street, Seven Sharp and Married at First Sight. The ‘middle bit’ in New Zealand’s media landscape will continue to draw in audiences with a continued focus