Broadcast TV (Innovator’s Dilemma/Hype Cycle) – Elena DeLuccia
By Elena DeLuccia
January 22, 2017
In broadcast television, the different methods of distribution have very slowly changed over time – then after streaming was introduced, things had to change much faster. Everything started with the Big 3 networks being the only programming offered on broadcast (before PBS and Fox came along). Consumers had to adjust the rabbit ears on their television in order to receive these. Then cable television came along, leading to digital broadcasting nationwide. This was the main way that audiences received their broadcast television for years. Eventually, Netflix added series to their delivery and online streaming services – causing networks to have to compete in order to stay relevant with viewership. They created network and genre-specific apps in order to draw in the viewers that had become so demanding because of the readily available programming offered by other services. Programming now offered on specific apps is “good enough” to consumers.
For the hype cycle, the trigger could be the Big 3 Networks (meaning NBC, ABC, and CBS), where they were the nation’s only programming available. Eventually, when cable came around, broadcast TV was so popular because it came with the opportunity to watch even more programming. “Cable Cutters” – those who decided to cut the cord because of other opportunities to watch online – came into the picture, and cable/broadcast viewership went down tremendously. When networks started to embrace the online hype, viewership began rising until what I consider the Enlightenment period: Genre and network-specific apps that allow consumers to watch their favorite broadcast and cable shows online or on their mobile devices. These include the ABC, CBS and NBC apps, as an example.