High-tech firms are vying for ways to satisfy our increased appetite for television on the go, writes MARIE BORAN
THE VAST majority of Irish people now watch television on their laptop or desktop, according to new research from iReach commissioned by Magnet Networks.
The number of people who have moved from the television set to watch programmes regularly on a laptop or PC is one in five. Perhaps unsurprisingly, this rises to 58 per cent for people aged 18-25.
Overall, 71 per cent said they had used devices other than traditional televisions to watch programmes.
The results of this survey, which sampled 1,000 people, show the emergence of an increased appetite for television on the go. Thirty-five per cent of 18-25-year-olds who own a smartphone have used it to watch television, while 40 per cent have done so on a tablet device.
What does this mean for the future of the television set?
“In 10 years’ time, television will exist across every platform and newer technologies will sit alongside and augment the current media consumption model,” says Colm Grealy, chief executive and co-founder of Digital Reach Group.
But it won’t be a doom and gloom scenario of declining production values, as “anytime, anywhere” viewing leaves television channels competing with YouTube videos of kittens travelling on turtleback.
“The nature of linear broadcasting is changing as we move away from time- or event-based programming, but content is still hugely relevant because part of that relevancy is the local aspect. We see channels like Sky News dabbling in locally focused news,” he points out.
Grealy, like most early adopters, has a tablet device which he uses to watch content. In particular, he points to how sports programming is evolving to suit the platform but also to put the viewer in the director’s chair.
“I watch a lot of sports and enjoy American baseball. The National Baseball League’s ‘At Bat 11’ iPad app shows you where the market is headed. As a user, I can choose my preferred audio or video feed; what statistics appear on screen; whether I’m getting a home or away perspective; live footage or catch-up.”
Signs of this versatility showed up in the iReach survey. Almost a quarter of survey participants have used Facebook to comment on a television programme while watching it.
“I’m not surprised by this kind of convergence,” says Mark Kellet, chief executive of Magnet Networks, which operates a WebTV service. “The interactive mix of social networking while watching live broadcast will only increase.”
Kellett reports that Magnet’s WebTV service is growing as a result of this increasingly mobile convergence culture. WebTV allows users to watch the free-to-air Irish television channels – RTÉ 1, RTÉ2, TV3, 3e and TG4 – online and can be accessed on mobile devices.
“WebTV is growing mostly through word of mouth and our conversion rate is quite high. Over 20 per cent of visitors sign up for the service,” he adds.
On the other side of the coin, the iReach survey showed that changing media consumption habits exist alongside some strong opinion on licence fees: 83 per cent of respondents feel the range of programmes on offer from their free-to-air TV stations does not justify the annual €160 charge.
The sentiment surrounding the proposed universal household charge differs slightly: 22 per cent feel that including mobile and laptop devices in television viewing charges is a good idea, while 18 per cent are unsure.
Three-quarters of us believe we will still own a television set in 10 years’ time. “Standard television sets being produced now are internet-capable and come with apps. Google TV is an example of the integration of web search, live TV and other content that we will be seeing and interacting on our screens,” remarks Grealy.
“The real threat to Irish media isn’t from one another. It is companies like Apple and Google. They are firmly fixed in the digital content space.”
YouTube is hugely significant when it comes to grabbing a share of our attention and is great at adapting to new devices and operating systems, he says.
The solution for media companies? Embrace mobile. It is a difficult time for media companies to figure out what’s happening next, but there are signposts. In the US, of more than eight million iPad users, 56 per cent are male. Luxury brands including Rolex and Rolls Royce are pursuing their market here, says Grealy.
“In the next 18-20 months, this market will change again. Affordable tablets like the Android-based Galaxy Tab are paving the way for a €100 tablet within reach of everyone.”
ON THE MOVE: THE FIGURES
20 per cent of Irish people watch television programmes on their PC/laptop regularly
34 per cent have watched TV at work
13 per cent have watched TV on public transport
7 per cent have watched TV in the bathroom
34 per cent own an iPhone/Smartphone
65 per cent use their non-TV device to watch YouTube videos
24 per cent have used Facebook to comment on a TV programme while watching it.
75 per cent believe they will still own a television in 10 years. – iReach/Magnet Network
