Ideally, of all industries, TV SHOULD be one that embraces ‘marketing’ with a passion… not only to best understand their clients, but it SHOULD be their business to understand the element of PROMOTION, which they are key to supplying,12.5% to 25 % of the marketing mix, and, in B2C marketing, sometimes over 25% of total expenditure.
However, TV management has been systematically destroying itself by overtly breaching every possible concept within the arsenal of strategic marketing managers’ armaments.
Is it no wonder that Channel Ten (sometimes called the Simpsons repeat channel) can hardly raise a rating?
Is any EDUCATED business strategist surprised that Chanel Nine has turned, in panic, to mass retrenchments?
Is there damning evidence that ABC executives are actually surprised that ABC is finding itself higher placed in ratings than ever before?
What free to air TV management in Australia has done wrong is ample content for a three year full time marketing course – on “How not the embrace the knowledge and methods of proven strategic marketing management”.
This could NOT have come at a worse time for marketers, particularly FMCG marketers, who desperately need a spearhead promotional medium that can reach big grabs of population awareness in a single investment decision.
In the old days, when TV was content first and cost-cutting last, when imagination and creativity led content decisions instead of revenue grabs, “me-too-ism” and short-term snatchers of high profit, HUT (homes using Television) was at 98% and high ratings were challenging high 40’s.
Even the highest ratings now rarely enter the 30’s.
“Oh, it not TV executives” is the cry, “Its the Internet”. BULL! If TV executive shad embraced 1% of strategic marketing expertise they would have been able to undermine the Internet becoming a medium of choice for leisure time, and significantly reduce households from developing new habits, and from web sites seducing a reluctantly disenfranchised population. Even now, they could turn this enemy into an ally, if they gave countenance to marketing strategy.
What on earth justified undermining the cultural norm of Australians joining together for their 8:30pm Sunday movie? Who actually believes that relying on one quality content show will satisfy a remote-loving viewer for a week.
What purpose did de-regulation serve but the permit such offensive and disruptive proportions of advertising that people reached for their i-phones or lap tops for respite? What self-deceptive denial allowed TV management to allow this terminal policy to perpetuate?
Anyone with formal marketing training can easily see senior management of free to air TV has no understanding of consumer behaviour, rudimentary life-cycle theory, the Boston Matrix, or product portfolio management, of segmentation, of brand management, of targeting and positioning, of modified vs straight re-buy buying behaviour, of new product development, of trending, and certainly no idea of the concept of blue-ocean strategy.
So fatally and fanatically arrogant that they ‘know better’, the free to air TV industry will most likely be regarded in history as laughable as Ken Olson, president, chairman & founder-Digital Equipment Corp., 1977, who said… “There is no reason anyone would want a computer in their home”.
In theory, of course, FTA TV is saveable. But, in practice, it would take a ferociously focused and determined Board of Management, with the support of shareholders, cooperation of middle management and budget to match, to turn things around at this late stage.