Sylwia Czubkowska: in September, it occurred to me that over the summer – to see something specific – I turned on the TV maybe five times. At home I do not watch news channels (unless there is something really important), fly ?niadaniówki before work, which I’m not interested, and the series of which I am a fan of, or have seen, or I can watch at any time on the internet. After three decades of praise for television quite stopped to watch her. A year ago I would not have believed it, but I spoke just a cable television contract, leaving only a network.
Barbara Sowa: I do not watch TV for two years, ever since I moved to his own apartment. Spending was losing a lot of TV and turn the washing machine, refrigerator, wardrobe. At the beginning I missed it, because so far always playing somewhere in the background. Besides writing about the media, would be fitting to television has become the central point of the building. Quickly realized, however, that no television serves me. The more I read and do not get nervous stupidity level of entertainment. I watch what I want when I want. In the Internet.
not without reason that recall their own stories. We mock examples of a new type of viewer, or rather already hate television – cord cutter . This term was coined by the ocean, and it means “the cable cutoff.” These are not people who have never had a television, or those who decided on it is limited in scope, taking a few analog stations. It’s a whole new group. Early were – as the Americans say: coach potatoes – potatoes kanapowymi who spent on the couch watching TV hundreds of hours per year. Today, the same people eliminate the antenna express agreement broadcasters and digital cable, plunging them thus quite stunned.
Internet cable shears
“Road kablówko: it’s not your fault, but my ” – so begins the farewell letter written in early 2012 by journalist Kevin Sintumuanga and published in “The Wall Street Journal “. “ Not be sad. We spent many pleasant moments. It was a crazy, full of devotional relationship that has endured for decades. I’ve known you longer than my computer, cell phone and all the games on the Nintendo. But times have changed and today I do not reach for the remote control already, today you shall be replaced by the Internet. I’m throwing you kablówko “ – ended his letter.
like him are millions. Because the internet are anything they are interested in: at any time, in any amount, and almost any place, without having to adapt to events arranged by the gurus. And since everything is on the network, why overpay? This is confirmed by freshly prepared American audiences sentiment survey conducted by the Diffusion Group (TDG Research). These indicate that as much as 7 percent. pay-TV subscribers swears that cut the cable and it is already in the next six months, even greater is the proportion (8.8 percent). among Internet users. Of course this is only an opinion survey – from her expressions to implement often goes a long way, but it is clear that the network television cut the cables. Even more about this phenomenon say the data gathered by the Leichtman Research Group, which wyliczy?o that almost every tenth American household that has access to broadband Internet, have given up already subscribe to traditional television.
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What is true about the phenomenon of cord cuttingu was said for a few years, but as a ciekawostce the non-significance. The situation changed in the spring, when the company The Convergence Consulting Group report, “The Battle for the North American Couch Potato: Online & Traditional TV and Movie Distribution” (Fight for the North American bench-potatoes: Internet and traditional television and film distribution “) has estimated, that the United States has 4 percent. households consciously stopped receiving traditional television.
So Cutters proved to be a visible group of customers, and as if that was not enough – their number began to grow faster than expected. With the purchase of pay-TV in the United States resigned in 2012, 1.08 million households, although the forecast spoke of 930 thousand. – In 2008-2012, cut off pay TV 3.74 million (or 3.7 percent). Subscribers to use only from sites such as Netflix, free-air Internet TV – give analysts Convergence Consulting Group. Also here the forecasts assumed that they will be slightly lower number – the talk was about 3.58 million subscribers. According to the company at the end of this year in the U.S. escapees from pay TV will be almost 5 percent.
A similar trend can be observed in Canada. A report published in August, the PwC report shows that the five largest television service providers in the country have observed a decrease of subscribers in the second quarter of 2013, which confirms the calculation of the Convergence Consulting, according to which every fiftieth already gave a Canadian pay television.
the Polish Rehab
In Poland, no TV in the house until recently treated as a fad, a symptom of extreme poverty, or – at best – extravaganza. The TV was a status symbol, a mandatory piece of furniture. In recent years, the situation began to change, however. The level of television entertainment flew down from speed racing streamliner that moment a voice in the debate on the dangers of television took psychologists, pointing to the devastating effects of sticking to screen children. There was no end to discussions.
quickly began to grow a group of people who publicly confessed – if talked about addiction – that TV odstawi?y, because, holding the terminology of alcohol, instead of dry chardonnay she serves them sassy. The fact that they do not have a TV at home, people said the pen – Andrzej Stasiuk and Ewa Lipska, actors – Maciej Stuhr and May Ostaszewska, journalists and even politicians. Rafa? Dutkiewicz, Mayor of Wroclaw, in an interview explained that there is no receiver in the house because his wife acknowledged that “there will be live at the dictation of a TV program.” Actor Christopher Stelmaszyk argued that television pity him time. – better to read a book, fall in love and do a thousand other things , – he said.
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If, however, their religion could be regarded as a kind of act of snobbery, like public discussions about the rebellion against the mindless staring at the screen. With so much today declarations that someone does not watch television and do not have a TV at home, with the extravagance are becoming less common. In Poland, cord cutting, of course, is not yet as visible as the ocean, but it already appeared the first estimates of the scale of the phenomenon. The analysis conducted by GfK Polonia for advertising broker Atmedia that deliberately do not watch TV with us already about 3 percent. persons between 15 and 75 years. Estimates MillwardBrown SMG / KRC turn that TV in the house is not 700 thousand. households. Even more cord cutters is among the Internet users themselves. IAB Poland in its latest report “Prospects for the development of online video in Poland,” estimates that the group is already 1 million people.
majority of Internet users, of course, still pointing at the TV as a device by means of which the most common are watching video content (77 per cent. respondents), but the percentage of people who use the digital device allowing the reception of streaming video – for smartphones, or tablet computer – is 86 percent. The results also lie to the claims of deal, supposedly mobile devices, due to the small size of the screens had no chance against the cinema home. In the first half of this year, more than 77 million times been viewed videos (not counting YouTube clips) on smartphones or tablets. Compared with the first half of 2012, an increase of 240 percent.
Because of this growing range of the network. In the largest video sites in Poland legally can already see 400 thousand. movies, series, TV shows and other video content with a total duration of more than 18 million hours. King of the video is with us – as in many other countries – YT. Visited by 13.8 million Internet users. The most popular service and VoD (Video on Demand) in our country belongs to Onet VoD.pl service, which is visited monthly by 3.6 million users. In addition, the Internet also operate the cinema or TV channels online. Today, to watch the video on the web – even occasionally – admits 96 percent. Internet users. Struggling with drainage concerns television audience quickly sensed a rat and began to create their own video services. In the network are available in both productions TVN, which has created a platform TVNplayer.pl and Polsat IPLA. The first service is 788 thousand. visitors, the second – providing not only the programs Polsat, but also TVP Puls TV or Discovery – attracts nearly 1.8 million people.
new episodes of your favorite TV series you can instantly see the time before the TV premiere. Most often for free or for a small fee, because most of these sites earn from ads. The reason is trivial: Polish e-viewers do not want to pay. In 2012, only 10 per cent. of them happened to buy access to the network. They have, in turn, nothing against mandatory spotom advertising – provided that a movie or tv series watch legally and for free. Almost 80 per cent. Internet users accept this kind of transactions tied.
Owners television companies officially downplay the issue cuttingu cord. Compared with the multi-million audience spending with us watching TV an average of four hours a day, teleabstynenci are still a small percentage. – Cord cutting does not mean giving up television, only changing the delivery of material to watch – says Maciej Maciejowski, director of the department of business development and new media in TVN, adding that for such a viewer station has a wide range of VoD. But that does not mean that it does not recognize the threat posed by the Internet. Risks that may be for television at the same time a great opportunity, because thanks to a rich library of professional production may try to set the tone changes on the online video market and become the strongest player here. They must, however, develop a model to hurry and make a presence on the Internet.
– It is impossible to overlook the rapid evolution of the Internet, and with the mobile devices. Smartphones and tablets have become as common as watches. I’m not afraid for the future of my newsfeed. The demand for news will always be, and where our viewers to take note of them, it is secondary – says Marcin Cholewi?ski, head of the antenna Polsat News.
But the ocean is about the future of news channels tremble specialists. Giants – CNN and MSNBC – in the last year have lost almost half of the audience. But the real poverty can look into the eyes of TV channels information that persist not only with money from advertising, but also from fees from owners of cable networks, if they meet the nightmare scenario of American researchers and the voice reaches the youngest generation brought up with smartphone in hand. Many not only does not have cable TV, but did not plan to its foundation. CNN defending himself against a dramatic outflow of the audience, especially the youngest, trying to her umizgiwa? celebryckich broadcasting rumors and technological innovations. But this is not enough. To avoid cutting off the umbilical cord television, CNN was the first cable television, which joined the TV Everywhere model and began to broadcast a program on the network, streaming (streaming) is also available for free for the 50 million households that already pay for cable.
channels in Poland – as opposed to general– for now increase the audience. But already gearing up for the e-war for a new generation of customers. TVN 24, Polsat BBC News or you can watch live on the network, both the BBC and TVN has its own portal with video materials. TVN also develops Contacts 24, which is equivalent to iReport, which is CNN, where viewers send their own materials and Internet users.
defense flanks TV
Our interviewees as one argue that the phenomenon of cord cuttingu a margin. – Somehow I do not believe in mass resignations of pay-TV viewers. Death of the medium announced a countless number of times and each time the omens were not hit – says Jerzy Straszewski, president of the Polish Chamber of Electronic Communication, uniting the largest cable TV providers in Poland. Straszewski admits that kablarze feel breath on his neck competition website. – Except that it encourages us to fight for customers, to create new types of offers. And most importantly cord cutterzy not forgo entertainment or information that gives the TV, they’re changing the way we consume that content. And for that we must be prepared, and even more: we need to stay ahead of trends – adds Straszewski.
In recent years, the tactics of actions change not only broadcasters, but cable operators or providers of digital television. Loud echo bounced off the offer proposed by the largest U.S. cable operator Comcast evidently addressed to cord cutters. The set is sold broadband internet access and HBO package along with its online counterpart VoD. In addition to the incentive – would, however, return to a traditional television – cable adds decoders. Decoy for the cut is obviously HBO package, because so far in most markets it could not be purchased without at least a basic TV package. HBO itself but also begins to slowly change the philosophy of sales. In Scandinavia, as the first, a year ago has launched exclusively online video on demand HBO Nordic.
– The advantage of cable operators is that the next offer fast redesigned television, high speed internet access offer. The UPC for example, 2.5 million hold. can get 250 Mb / s, and more than 70 percent. customers are already benefiting from a speed of 30 Mb / s Customers do not want to get rid of the internet, because for an increasing number of them is a gateway to information, entertainment, including media, and communicating with friends, and the one offered by cable operators, which showed even SamKnows recent report of the European Commission, it is very high quality. And this is the advantage that operators will want to maximize the competition for customers – tells us Michael Fura, a spokesman for the UPC.
Analysts point out that in the current market situation for operators counts the greatest number of services sold – not just the Internet, but also television and telephony – because then this translates into higher revenues. A, and it is also more loyal. In parallel, due to the technological revolution caused by the spread of mobile devices are changing the habits of customers – is increasingly important offer on demand. – Our response to this trend is the UPC on demand, next year we will add Horizon, which allows for cross-platform decoder, the use of content not only on television but also on many mobile devices – UPC spokesperson explains to us Michael Fura.
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and tells how at a conference witnessed a panel with the President of Virgin Media, which asked about whether Netflix will not kill the company, just smiled and answered: – Netflix? I respect, but do not tremble. A few years ago it was a media star TiVo (device combining recorder television programs, which could also be connected to a home network – ed). Does anyone else remember that? Then the media rolled discussion, someone kill this service. The Virgin decided to approach this differently. Just added services offered by TiVo to our offer. If the people want, go ahead, may it be with us.
Indeed, now Virgin is trying to just neutralize Netflix, which also started to offer. And it is not in this secluded, because it is very clear that the market for distribution of digital television content is the moment to seek new business models and that the players from every possible side. Disney officially in October and it shows her in full production at the Polish YouTube. On the other hand, introduced Ipl? Polsat digital, satellite or online, to their set-top boxes, it can be seen also in the traditional way.
Experts argue, however, that the times of traditional television coming to an end. But this does not mean that the TV will cease to be used from day to day, and the development of streaming viewers will resign from traditional television. In the future, the most important events reported will live, and the viewer is irrelevant whether watching broadcast wielocalowej plasma screen or smartphone. Win one who will have a more interesting offer and guarantee freedom of access to content, at any time and on any device.
Perhaps so it will be exactly like in his farewell letter provided Sintumuang Kevin: “This break will be good for everyone. You grow up. I grow up. Internet access also grows. “
I throw you kablówko. Times have changed. Do not reach for the remote control already, you now replaces the internet
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