What will television look like in five years?
Television hasn’t been seen only on television for a long time, but what will it look like in five years? Gone is the idea that on-demand platforms will put an end to traditional channels. They are complementary habitats. The classic chains continue to function because they fulfill their function of window on the living world, which accompanies the spectator in his daily life.
In the order of its programming is the future of emblematic frequencies such as La 1, Antena 3 or Telecinco. Its well-organized grills continue to be a showcase for a massive discovery. At a time when viewers are saturated with the search for things to see, they are also grateful to find an attractive offer through the zap always. A live offer that, in addition, you can collectively consume and comment on using social networks.
But audiences are constantly changing and their way of consuming television is also progressing. The public demands to reconcile the schedules, it already goes to bed earlier and prefers the concrete to the stretched. Major programs can no longer get carried away until the wee hours of the morning or the viewer does not return to the next broadcast. The most concise entertainment is rewarded. New audiences think they have so much to enjoy that they can’t afford to feel like they’re wasting hours in front of the screen.
Because we already spend too many hours in front of the screen, regardless of the size of the screen. And we receive many impacts from which we do not know where they come from. The consequences of this constant anonymity lead to a revival of auteur television, in all its variables: information, broadcasting and entertainment.
“At a time when technology is destroying everything, only those who touch the key to craft creativity will stand out from the rest and go beyond.”
Traditional media will thrive again with self-named creators who transcend because they generate that unique trust in an audience that connects with them as influencers because of their talent or specialty. Or both qualities together.
The trend is already visible today. Authorship helps relevance, teleclonics encourages forgetting. An example: Broncano is an author and has built a community of believers. He made his own kind of late at night and it passed. She brings a different perspective, projects an editorial line with her comedy. It’s the same with the anthill by Pablo Motos. He has clearly and firmly positioned himself for years in the dynamics of Antena 3 and has an assertive personality.
Each TV channel should establish a clear channel identity that relies on representative writers, in front of and behind the cameras. This is not only valid with a cast of presenters. The relevance will be in the creators own look. They will be the values of each channel and their proposals will have to be presented with order and concert to impose themselves in the daily habit of the televiewer. Even remove this routine on weekends and holiday periods. Audiences need to internalize what happens each day and in what slot it airs. In a broad sense, successful television in five years will, paradoxically, be one that returns to the origins of television of yesteryear: where the objective was to attract the viewer with genuine company empathy for proper names rather than the instant hype tactic of selling stocks for tenths of a share. The first opens the way to fidelity. The second, the opposite. And the viewer is already warned of the bait and lost in the incessant sense of counter-programming. It just makes you flee to other places, like Netflix. At a time when technology destroys everything, only those who touch the key to craft creativity will stand out from the rest and go beyond.