Despite advancing technology and increased access to content on internet
platforms, television continues to captivate international audiences by evolving
with the times.
Avril Blondelot, international sales director for television research company,
Eurodata TV, highlights some of the trends that keep daily television viewing
time on the rise, increasing from 2011 to 2012 by a whole minute.
“What we are presented with is an international audience that is fragmenting –
wanting to see different content on different screens,’ says Blondelot,
referencing statistics that show US cable television networks like AMC, which
produces shows such as The Walking Dead and Breaking Bad, are competing in
the same playing field as major networks.
“This shows us that new channels are addressing the audiences of tomorrow,’
comments Blondelot.
She emphasises the misconception that sites like YouTube are “cannibalizing’ TV
and says that in actuality, global television viewing is healthy and unhindered by
new media platforms: “For every minute a viewer spends on YouTube, they are
spending an hour watching television and in fact the two mediums are
complementary.
“Research shows us that social strategies build enriched TV experiences. We are
seeing online streaming sites like Netflix starting to partner with big TV players
and shows gaining more viewing time from being tweeted about.’
Rising Star, an Israeli reality singing competition which features viewers voting
for their favourite performers live via an app, is a TV production that is
successfully participating in social media.
“Talent shows with a twist are gaining momentum on global screens,’ Blondelot
continued, referencing the Israeli format, Marathon, which was recently sold in
Canada. The competition features five ordinary people, who, through coaching
and a specialised training programme; complete a 42km marathon in just eight
months.
Blondelot says that shows which contain emotional and physical involvement,
like the French format, Anything Goes, are gaining worldwide success because
they are humourous and engaging. The series, featuring actors and comedians
competing in a number of performance related challenges, was recently bought
by Fox and will feature Steve Carell as its host.
She added that locally produced fiction, particularly Nordic formats like DR
Borgen, Real Humans and Mammon, are doing well in international markets.
“Another country that is executing this well is Turkey,’ remarks Blondelot, who
believes the country is currently producing high quality programmes.
