According to the new report TV will remain a central part of people's media consumption and watch mostly when TV content is shown by broadcasters as opposed to watching in their own time. The report said viewers still find it easier and enjoy it more to just watch television according to a fixed schedule.
Broadcasters - also in South Africa - are growing increasingly worried about the digital revolution where traditional viewers can now download content from the internet, make use of a digital personal video recorder (PVR) and watch television on their computers.
''Our estimate is that over 90% of all television watched and over 80% of all audio content consumed will be via traditional broadcast," the report said. ''Linear will prevail despite the proliferation of technologies, such as digital video recorders, pay-per-view, on-demand television, podcasts, and online music services, all of which permit viewers and listeners to opt out of the broadcasters' schedules."
"As simultaneous web and television use gains popularity, television producers will be encouraged to create Web sites that feed off viewers' eagerness to react to what they are watching," the report said. A great case in point is the enormously popular Survivor SA Santa Carolina Facebook group that sports over 2 000 members who have signed up even before the show has aired a single episode and only starts on Wednesday, 20 January on M-Net.
