Not long ago, the New York Times began the series “The Sofa Wars,” which chronicles the real-time battle to bring Internet — particularly video services — into the home. This may seem like a head-scratcher for many people, since most Americans already have this service. It’s just called something different: television.
Over the years, television has struggled to maintain viewership. The growing number of distractions provided by the Internet has causes dramatic declines in broadcast viewership. There are fewer people watching TV on their regular television sets and more staring into computer monitors. The content and experience have traditionally been different, but this is all changing.
Sites like Hulu have become web-based, go-to destinations for TV shows. But there are only so many shows you can watch, and although I love my TiVo, there’s only so many you can record. So Hulu has become my back-up source for catching up on television shows. The content has been strictly limited by certain networks, but Hulu Plus (a paid premium service) promises to provide more consistent television programming.
Certain cable companies are also promising to help bring television to the Net, including Verizon with their pending Verizon iPad application. This seems particularly promising, since Apple’s limitations have meant that you cannot watch Flash-based video on Hulu.com directly on your iPad (built to be HTML5 friendly). If Verizon provides this kind of app, it will clearly give many people a reason to stay with their cable service. After all, Hulu’s premium service provides a pretty compelling reason for dropping cable television, but Verizon’s service may add more overall value for iPad users. We’ll see.
The battle for the sofa (as the New York Times calls it) is just beginning to get truly interesting. For content creators, it means a distribution channel that previously did not exist. Specifically, Internet based entertainment will be available to people watching web videos in their living room. Sure, they can watch videos on their computer, but that experience is not quite the same as a nice, big HDTV. Familiar set top devices like the TiVo, game consoles, and the BluRay player offer direct connections from the Internet. Plus, new players like the Apple TV, Google TV, Boxee, Roku, are all trying to elbow their way into the living room.
It took me a long time to get here, so if you’re still here, thanks. If you create content or manage content marketing campaigns, it is important to understand how all of these channels work. They represent powerful new pull-marketing channels that will help you connect your content with your target audience. It is less about interruption marketing and more about putting the right content in the optimal format, so that your audience can access it when they are ready.
For example, if I am in the market to purchase a car, I am going to research my top choices online. I will almost certainly read reviews, watch videos, and explore bit of information I can find before I go to the dealership. I will happily pull your marketing messages, including iPad apps and promotional videos, if it helps me to better understand the value proposition of your product.
But after I make my purchase, I don’t want you to keep pushing messages at me. It doesn’t help me, so I am going to tune it out, which wastes your marketing dollars.
We’re in the early days of this return-to-the-living-room technological revolution. It pays to start thinking about how you can reformat your message so that it’s viable for these new channels, which will include both the big screen (TV), the computer screen, and the mobile screen. If you don’t, there’s no shortage of content creators — including competing marketers — who are actively looking to satisfy the pull-content desires of consumers.
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