Page 58 - TAM Review 2019

SECTION 7: THOUGHTS

TV Transformed

By Fiona McCann, Sales Director Medialink

10 years ago a feature piece in The Economist hailed TV as the
great survivor, praising its ability to withstand new competition

ahead of other Traditional Media. A decade on it is fair to say TV

has more than merely survived. Far from being some old dinosaur
who refuses to accept its beating and lie down, TV is transformed.

A combination of next generation technology and a rich supply of

premium content and services have propelled it forward.TV has

evolved to become the digital medium it always promised it could
be ,delivering news, drama, sports & entertainment wherever ,

whenever and however it’s mass audience wants it.

It offers huge choice, functionality and flexibility, putting the viewer
firmly in control.
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Advanced TV technology, service providers and broadcasters 1
have all stepped up to provide content and services that are now

curated together for the viewer on ‘Big Screen TV’ in the home.

This is driving viewing back to TV and growing total set usage (+1%
Vs 2008*).

Linear TV still represents the majority of TV Viewing here in Ireland Review 20

(almost 80% of the average adults video day**), but of course
this new technology and a wider choice of content and services

are inevitably changing viewing behaviour. Video on Demand is

becoming a growing part of the overall TV landscape. First class
Broadcaster VOD Services are enabling viewers to Catch Up and

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