Live TV Takes the Lead
This fall, get ready for a heavy dose of reality. The reality is that “scripted” shows are slumping and live TV is leading the pack for reach and ratings.
Nowhere was this more apparent than in the NBA finals, which scored a record number of people watching (31 million for the final game). More than 60% of all broadcast rating points from last season were generated by live programming, which includes sports, news, musical specials and talent competitions. Scripted shows such as dramas and sitcoms are in a “slow fade” according to Advertising Age.
Live programming provides authenticity that other programming does not have. Reality TV brought raw personalities, live TV provides programming that is not regularly recorded—it is better seen when it is fresh. And, it becomes an event to share with others in person and online.
Live is also growing: Social media, with Facebook Live, Periscope and others, will bring live to organizations large and small. Live coverage has always been the bellwether of news coverage. Soon it may be the leader of all programming.