The Internet, needless to say, is changing how we use time reserved for television viewing. Through web services that provide streaming video and on-demand presentations, consumers have increasingly more freedom and buying power at their disposal.
The most radical change in television caused by the Internet is its phasing out of ‘real time’ broadcasts. In the days of antenna-based television and analog cable service, consumers’ viewing habits were dictated by a broadcast schedule. The schedule, arranged by networks, required them to watch a particular channel on a given day, at a given time.Confused? Here ‘s a little help .
The Internet, which now supplies programs by television networks, allows us to view broadcasts according to our own schedules. This ‘on-demand’ concept has transferred a huge share of power from broadcasting companies to viewers, simply by placing the means of program selection in viewers’ hands.
Broadcasting companies are aware of this growing autonomy and increasing their on-demand services. Many TV series are now available in their complete run on the Internet and on-demand television options should feature more heavily in the coming years. Media analysts foresee a complete integration of Internet and television in the future, with the network broadcast schedule becoming a thing of the past.