There is no doubt that the popularity of the Internet has been dramatically increasing in recent years. Results of a Google survey yesterday revealed that people are now spending more time online than watching TV. But with even more channels becoming available to viewers, how has the Internet turned people off their TV? Mike Read, CEO, PIPEX explains the heightening appeal of the World Wide Web.
Despite digital TV enabling more choice for viewers, TV is still very much an individual activity. The Internet world is moving faster than anyone predicted and it is widely expected that within two years, 96 per cent of UK households will have a broadband connection. Broadband has enabled a wide range of interactive, Internet activities that are fascinating the nation. The latest trend is social networking, thanks to a number of new online communities. Online shopping, the blogging phenomenon and other social activities such as instant messaging all play a big part in turning off the TV and converting people to the net.
The noticeable aspect of these activities is that they are largely social. People are opting to converse and share ideas and opinions, rather than watch TV, which is often regarded an anti-social and individual activity. Also, people are choosing to switch off because there aren’t the personalisation capabilities with TV. Viewers want to decide when and what they watch, and not be dictated to by television programmers.
This is further reinforced with the news today that ITV is fast losing viewers and advertising revenue. And, with both the BBC and ITV to broadcast their main channels over the Internet, it does seem like the focus on the Internet is here to stay. We expect to see a continuation of this trend for online activities as broadband prices continue to fall and speeds carry on increasing. Providers will move towards converged packages, the so-called quadruple play (broadband, telephone, TV and mobile phone), with all communications controlled from one place in the home.
