12:04am: "bottom's beginning to fall out"
Now I don't really have much against advertising- obviously I'd rather it wasn't there, and there are limits to what I will and will not put up with
1- but I'm willing to accept that if I want something and I'm not willing to put my hand in my pocket for it, then I must recieve it at some (for want of a better term) disadvantage.
In the dark days of dial-up, this was, say, Freeserve not offering the same range of content as AOL did, or later on, having to use an 0845 (10p/min) number rather than an 0800 (free) one, free online services usually have fewer features than their paid counterparts- like Flickr's 200-picture limit, or not being able to use your own layout on Livejournal. In Television, it has always been a short break in progamming every 15 minutes or so.
The bottom's beginning to fall out of the TV advertising market, due to a combination of the market getting saturated, recent limits on certain types of ads, and people doing other things like playing videogames or internetting. Understandably, the broadcasters have had to seek out alternate revenue streams which is why we see all those slappervision-type programmes at night, those dodgy quizzes, and how every single new show these days seem to be coupled with a premium rate phone/text competition or vote.
These are all unpleasant, but on the by and large, I can deal with them- SV can only be broadcast late at night when I'm probably not watching anyway, the quizzes are quite similar, or shoved into the arse end of the EPG, and votes/comps tend to be made into an integral part of the programme- notably the votes for who does the tasks in
I'm A Celebrity, the music channels, or to a lesser extent, the games on
The Big Breakfast, if you can cast your mind back that far.
(See also: DVD re-sales, merchandising,
price gouging on-demand services)
If anything, they might be better than ads, since I don't have to support any of these if I don't want to- whereas if I buy a product which advertises, I am contributing to paying for the ads.
Paying a subscription for a channel is, considering, the most preferable option- I can support only the programmes (or channels) I want to, and there will probably be more choice of programming, since Super Niche Channel 57 would only need a couple of hundred subscribers to break even, rather than the millions upon millions of viewers needed to register
at all on the inadequate TV ratings system
4 and fight for the last remaining scraps of the advertising market.
Unfortunately, Sky have fucked up the pay-tv system (albeit in a misguided business model way, rather than a
strictly evil, monopolistic one) in such a way that it's very difficult for minor channels to offer a subscription system, as once people have paid out for what they percieve as "Sky", they're not inclined to pay any extra
6 for the other channels.
WARNING: Point imminentThe problem is, OFCOM have just done
this, which allows networks to just come out and straight-up ask you for money to keep running- not a subscription fee, which- sensibly- they're allowed to advertise for anyway, nor payment for a vote or competition entry- just "give us your money or we'll stop doing programmes."
This is something they've had Stateside for some time, most notably used by faux-religious channels to screw money out of the weak-minded and by 'public' channels which wind up only showing dodgy 1970's BBC re-runs because that's all they can afford.
Not that a 1970's BBC re-run channel would strictly be a bad thing, arbitrarily speaking- it can't be any worse than some of the truly abortive attempts at TV channels clogging up the 'Entertainment' section, Hollywood TV- however, the way they ask for money is to essentially run telethons- a la Children In Need- and literally hold their programming to ransom.
Remember that episode of the Simpsons, where Homer becomes a missionary? And the climax of the show gets interrupted for that very reason? Yeah, like that.
It's bad enough that real charities keep trolling for donations- I go a fair distance out of my way to avoid the Charity Muggers who camp Debenhams (although my opinions on CMs are a matter for another post, god knows this one doesn't need another footnote) guilting me into donating rather than leaving me be and letting me pick what charities I want to support for myself- without it happening on TV as well. Even then, a minibus for the local Specials is one thing- at least that's a good cause. Lining the pockets of some wannabe Murdoch is another.
Anyway- rambling over. Discuss.
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1 - I'm not overly enamoured at the idea of paying for something and seeing loads of ads2, for instance, nor am I too happy when the same advert gets run over and over3.
2- At present, you're allowed twelve minutes (or so) of ads per hour on average- a figure that Sky channels run right to the edge. Given what you're paying per channel on a Sky sub it would be unfair to expect them to be totally ad-free, but I would view six to nine minutes an hour as acceptable5. Obviously this would have to be on a sliding scale (You pay just over £16/year per full-fat BBC channel, while this would require tweaking, it would be a good comparison model) but is a nice happy medium.
3- a-ring-ding-a-dingding-ding ding neeyow...
4- 10,000 households to represent a population of 60 million? Fantastic!
5- There are dribblings of a break length backlash in the industry, notably UKTV made a big deal of its shorter adbreaks a few years ago, and recently a US news network (I think MSNBC) experimented with a single sponsor for its main bulletin/show. Sky News also saw success when it dropped ads altogether at the start of the Iraq war, and Sky Movies ran ads about how their movies were uninterrupted7 shortly after Film4 went ad-supported.
6- There are (or were) people who don't see why they have to pay for Sky since they've paid their TV licence, so it's a bit like that.
7- Sorry, just being awkward with this one