View to a kill.
Speaking of redundancy, how’s the shift in television?
I can now view 16 free-to-air channels!
In response, the pay TV sector is doing odd things.
Instead of nurturing a dwindling client base, their desperate measures are breaking hearts and losing minds.
Lessons for us here, I reckon.
I noticed the first pay TV tactic a couple of years ago.
Black van convoys disgorged young, uniformed zealots who huddled and high-fived before flitting across my suburb like so many incendiaries.
Soon my street resounded to thumped doors and high-energy pitches.
Just the things to make me pretend I wasn’t home.
But my dogs gave me away, and I had to endure a ten-minute scripted diatribe about why life was pointless without pay TV.
I didn’t buy it.
I did, however, read the brochure thrust at me as the horde moved on.
Pay TV did have some interesting programs.
But, like Schmackos in a Kong Wobbler, they were locked in an impenetrable barrier and fed piecemeal.
It was uncanny how each good program was unique in its channel, such that five channels had to be bought to cobble one night’s entertainment.
I’ve since found I’m not alone in my thinking.
I Like Your New Stuff Better Than Your Old Stuff
Recently, I heard of a friend who’d been a pay TV customer for a decade.
When she saw an ad offering extraordinary discounts, bonuses and freebies to new customers, she rang the firm to seek same.
On being curtly informed that the largesse was for newbies only, she posited that:
- Her chronic custom was much more valuable than a fresh sign-up.
- Her loyalty was worth some reward.
The answer was still no.
So she cancelled her subscription altogether.
Then she told my wife.
Who told me.
Who told you.
I’ve since asked others about their pay TV experiences.
The recurring theme is advertising.
The pleasure of watching a paid program is being eroded by a growing number of ads for that show, other shows and other channels.
The repetition is said to rival free-to-air television.
And that’s saying something.
So, it seems the last advantage of pay TV is drowning in self-promotion.
It seems obvious to me that pay TV will go the way of brick cladding.
While I decry its survival tactics, I don’t have any better ideas.
Therefore, is this stressed sector merely doing all it can?
Or are there better, smarter ways to get back in the limelight?
You’ve tuned in.
How about turning us on?
What advice would you give this (and other) fading performers?
Paul Hassing, Founder & Senior Writer, The Feisty Empire