Vents MagaZine Music and Entertainment Magazine
Related Articles
What Is Linear TV?
Linear TV is the technical term we use to describe traditional television. In fact, we can use the term to describe the 24/7 broadcasting practice we used to have with our over-the-air (OTA) and cable TVs that we’ve had for many decades.
As a matter of fact, we can use the term ‘linear TV’ interchangeably with traditional TV and even cable TV. The main principle is that the content is delivered or broadcasted in a set, linear schedule. If you want to watch a show that is scheduled to air at 7 PM, then you’d have to tune in to the channel at 7 PM.
Yes, we now have the option to record the shows via TiVo or other means, but the fact remains that the shows and events are broadcasted in a set schedule.
Linear VS On-Demand TV
With the advent of various technologies and especially the high-speed internet, linear broadcasting is no longer the only form of TV broadcasting after it reigns for half a century. Now, on-demand TV is becoming much more popular than ever, and newer forms of broadcasting like ‘connected TV’ and ‘advanced TV’ are also on the rise.
So, how should we define all of them?
As discussed, linear TV is the traditional way of watching and broadcasting TV content, where we have a set schedule for each content. Linear TV broadcasts run in real-time, and everyone who tunes in to the channel will get the same content.
On the other hand, ‘advanced TV’ is actually an umbrella term to describe other forms of TV broadcasting that can include:
- On-demand TV: a broadcast model where we can watch any content of our choice at our own pace. YouTube and Netflix are examples of on-demand TV. Also called VOD (Video on Demand), and this model has been really popular nowadays with a lot of viewers.
- Connected TV: referring to a TV station that is connected to the internet, so the TV can stream online content without the need for a cable TV subscription or connection to OTA (Over the Air) antenna.
As you can see, there are now challenges to the linear TV model, especially from the ever-popular VOD content.
How Linear TV Broadcasting can Stay Relevant
As discussed, there are various challenges against the traditional, linear TV broadcasting model. To remain relevant, linear TV channels need to stay on top of their audience’s needs and deliver the right content at the right time (due to the linear schedule).
Here are some ways linear TV broadcasters can stay relevant in the competition:
- Having an engaging and authentic content
Above anything else, it’s about creating content that can engage their ideal viewers and tell a great story. This can be easier said than done, and the key here is to understand your target audience and their preferences.
Linear TV operators must be always on the lookout for new ways to engage their audiences, and also use their content to the digital platforms to amplify their reach.
- Using social media and digital marketing
Although linear TV is here to stay, doesn’t mean we can rely on the same, passive strategy to market our linear channel.
Social media is obviously where people are nowadays, and we can use it to share things from behind-the-scenes treats, commentaries, or even simple promotions for upcoming shows and events. However, remember that social media is also not a one-way channel, and this is also a place where you can collect feedback from your viewers, and respond to their questions.
You can also go further and conduct interviews, votings, surveys, and other techniques on your social media profiles to engage your audience. You can use the information to improve your content and also improve your linear channel’s overall engagement.
- Leverage on linear TV’s scalability and reliability
One of the key advantages of the linear TV model over on-demand TV and OTT content overall is that the viewers have come to expect a high level of reliability with linear TV. You can create and stream your own linear TV channel with Viloud and offer an uninterrupted stream of content that is also predictable, so leverage on this fact in your promotional messages.
Another advantage we can leverage is the fact that on-demand content tends to cause option paralysis due to the abundance of choice. Linear TV can allow your viewers to be passive and focus on enjoying the content. Communicate this clearly, and paired with highly engaging content, you can win your viewers.
End Words
Linear TV is still important despite the ongoing challenges of on-demand content and other platforms. The key, however, is to focus on a specific audience and deliver the right content that can effectively cater to this audience.
Although the linear TV format is here to stay, we can also expect changes to come. For instance, programmatic TV advertising is now growing to become a go-to advertising method in linear TV. We can expect new trends, technologies, and techniques to further improve the linear TV model in the years to come.
