Maybe Less Is More On TV, Too

Michael Hedges November 11, 2020 Follow on Twitter

The chocolate aisle in the local grocery is a destination (at least in Switzerland). Who doesn’t stop there, contemplating a sweet treat? It’s a long aisle; nothing but chocolate. There are hundreds of choices, packaged appropriately. We linger, contemplate, examine. How many just walk away, can’t make a decision and head for the health food before checking out?

Streaming video platform Netflix is doing a little experiment in France. In the next few weeks it will roll out Netflix Direct, a subscription online-only channel. This received a bit of attention from media watchers as this is a linear channel. Folks tune-in, in a manner of speaking, and get what they get. The more polite professional TV watchers referred to this as “retro,” a throwback to that different age when TV programmers rather than viewers scheduled the TV day.

France was chosen as the test market, reported Variety (November 6), because French TV viewers are more inclined toward the traditional linear TV model. “In France, watching traditional TV remains hugely popular with people who just want a ‘lean back’ experience where they don’t have to choose shows. Maybe you’re not in the mood to decide, or you’re new and finding your way around, or you just want to be surprised by something new and different,” said the Netflix statement. There are about 9 million Netflix subscribers in France and they’ve all watched Game of Thrones about 15 times.

Netflix and the other streaming video portals burst on the scene more than a decade ago offering a plethora of choice in start contrast to the perceived limitations of linear TV broadcasting. Yes, there were well-attended high-level conferences filled with forecasts of the certain ascendency of internet-based non-linear TV. “In my view, starting in the US, TV networks have a very short life expectancy,” said CME chief executive Michael Garin to the European Media Leaders Summit in 2007. “I personally don’t believe that TV networks as we know them will be around in ten years’ time.” Mr. Garin retired from CME (Central European Media Enterprises) at the end of 2008. CME ceased to exist earlier this year on acquisition by investor Petr Kellner’s PPF Group.

Choice overload and decision fatigue have been studied within consumer behavior science for years. The most recent conventional wisdom is that simplicity overcomes choice overload. When consumers know the category well - television being a good example - less choice can reduce the anxiety. Coca-Cola recently (October) discontinued 200 soft drink brands.

The value of serendipity - finding something new and different - is a lessor known choice criteria. Generally, “surprise and delight” has a tax. It’s more expensive. Apple has become the worlds’ most successful brand by offering “just one more thing” to its already pricey products. Linear television accomplishes much the same by dropping a special program into the standard schedule.

The grand promise of digital technologies was - and remains - more choice. Google (originally) promised its search engine would index everything on the Web. Online shopping is awash in choice. It is a bit overwhelming. Like the chocolate aisle.

See also...

• Hot Topics - Streaming Media

• Hot Topics - Television

Media in Spain - Diverse and Challenged – new

Media in Spain is steeped in tradition. yet challenged by diversity. Publishers hold great influence, broadcasters competing. New media has been slow to rise and business models for all are under stress. Rich in language and culture, Spain's media is reaching into the future and finding more than expected. 123 pages, PDF. January 2018

Order here

The Campaign Is On - Elections and Media

Elections campaigns are big media events. Candidates and issues are presented, analyzed and criticized in broadcast and print. Media is now more of a participant in elections than ever. This ftm Knowledge file reports on news coverage, advertising, endorsements and their effect on democracy at work. 84 pages. PDF (September 2017)

Order here

Fake News, Hate Speech and Propaganda

The institutional threat of fake news, hate speech and propaganda is testing the mettle of those who toil in news media. Those three related evils are not new, by any means, but taken together have put the truth and those reporting it on the back foot. Words matter. This ftm Knowledge file explores that light. 48 pages, PDF (March 2017)

Order here

More ftm Knowledge files here

Become an ftm Individual or Corporate Member to order Knowledge Files at no charge. JOIN HERE!