Last week we celebrated World Television Day. Television (TV) continues to be the single largest source of video consumption. Though screen sizes have changed, and people create, post, stream and consume content on different platforms, the number of households with television sets around the world continues to rise. The interaction between emerging and traditional forms of broadcast creates a great opportunity in the information and entertainment ecosystems.
In many ways TV used to be a noun. It was the box in a lounge, kitchen or bedroom that gave you access to a magical world of moving visual images. TV has changed. TV is a verb, it’s an action and a medium that has moved with the changing media landscape. While streaming platforms, social media, and digital innovations dominate the conversation, traditional TV continues to hold its ground as a critical medium of communication.
TV Is Trusted
Sunday nights, 7pm, M-NET. With the iconic theme tune, it’s the show I can trust. Carte Blanche. My trust has been built over time (from decoders to dishes to streaming), TV has proved to be a valuable source of news and information and it continues to be a valuable news media provider in South Africa. SABC news offers a multiple language approach, and in many houses it remains the dominant information provider. Digital media has the benefit of being in real time and quickest on the scene. But people turn to established TV networks to verify the information. In an era of misinformation, established TV networks are still held accountable and deploy journalistic standards that have built their credibility and accountability.
Best of Both
In many parts of the world, access to high-speed internet remains a luxury. While digital platforms have gained popularity, they often leave behind large segments of the population, particularly in rural or underserved areas. Traditional TV, on the other hand, has an extensive reach and requires minimal infrastructure. A simple antenna or satellite dish can bring high-quality programming to the most remote locations.
This accessibility also makes television a critical tool for education and information dissemination, especially in regions where literacy rates are low or internet penetration is limited. Government and civil society often rely on TV to broadcast educational programs, health campaigns, and vital public information, ensuring no one is left behind in the information age.
Better Together
One of television’s unique strengths is its ability to unite people through shared experiences. Events like the 2010 World Cup Soccer, Comrades Marathon or the on-going magic of the Springboks bring viewers together across generations and geographic boundaries. Television has the power to create cultural moments, fostering a sense of belonging and collective identity.
Unlike the highly personalised content algorithms of digital platforms, Traditional TV’s linear programming model exposes viewers to a broader range of topics and perspectives. This communal aspect of television is vital in a world where media consumption is increasingly fragmented and individualised.
Creative Economy and Beyond
Television is more than a medium; it is an industry that supports thousands of jobs locally. From content creators and journalists to technicians and advertising professionals, the TV industry is a significant economic driver. Community TV stations play a critical role in supporting regional economies by promoting local businesses, providing employment, and fostering community engagement by highlighting issues of local importance.
Additionally, television advertising remains one of the most effective ways for businesses to reach large, diverse audiences. We need to only think of Uzalo, Skeem Saam or Scandal! to see the massive audiences that traditional TV still delivers. While digital ads are highly targeted, TV ads create broad awareness and brand recognition that complement more niche digital campaigns. Whether it be generic advertising, squeeze backs or targeted in programming integration, TV delivers exceptional return on investment.
Traditional TV in a Digital World
The resilience of traditional TV lies in its ability to adapt. Broadcasters are increasingly integrating digital technologies into their operations, offering hybrid models that combine traditional programming with on-demand streaming. Smart TVs and mobile apps ensure that television content is accessible anytime, anywhere, without losing its essence as a medium for shared, real-time experiences.
Moreover, TV networks are leveraging social media to engage audiences, extending the life of their content beyond the living room. By integrating hashtags, live posts, and online polls into their programming, broadcasters are creating interactive experiences that appeal to modern viewers. SABC+ is a good example of traditional TV moving into a digital era yet remaining true to its original value offering.
Changing Channels
World Television Day reminds us that television is more than just a screen in our homes. It is a storyteller, an educator, a unifier, and a bridge to the world. In celebrating its relevance, we reaffirm its role in shaping a more informed, connected, and cohesive society.
If you’d like to change the channel on your TV strategy, MediaHeads 360 would love to pass you the remote control and help your brand find the value in TV!