Frager Factor

Wednesday, May 01, 2013


Find out how viewers are turning away from television in favor of online video in today's LiveScience GoFigure infographic.

The number of people who watched television at least once a month declined seven percent, according to a recent poll by the Nielsen company.

The survey of fifty countries found that the numbers of people who viewed an online videoincreased to 84 percent showing a shift from watching preprogrammed television shows.

The data also show a decline in subscription for the local cable providers, suggesting that many people are using new technologies and devices that make it easier for them to watch the content they want whenever and wherever is most convenient for them.

Viewership decline, the report states "may be the result of leveling off after a period of sustained growth, weather and economic factors or of other viewing options."

It's clear that the rich variety of alternatives online have given consumers the option of spending their time doing things other than watching traditional television programming as the definition of the traditional TV home continue to evolve.

According to the NY Times, "To the astonishment of some in the industry, total TV viewing has been on the rise in the U.S. for years, despite a plethora of other entertainment options.But new Nielsen data, also released on Thursday, showed an unusual dip in TV viewing in the last three months of 2011. At the same time, some people are spending more time playing video games and watching Web video — though TV still retains the lion’s share of people’s free time."

Check out these recent headlines from my Twitter feed showing programming moving "Direct to Domain" as I've long predicted with Yahoo, AOL, YouTube and Hulu leading the charge. There are now TV APPs like Daily show where I can watch a recap in 60 seconds. In fact at bars, most guys are following live games via sports apps on mobile devices. MLB.TV uses .TV branding for this but they are the exception not the rule. And having an APP icon on your phone for direct navigation kind of makes the domain or its extension a mute point.

What's leading the charge? We suggested in a March 2011 post by Seth Godin its that the monopolies are dying. Here's an excerpt:

Seth: THE MONOPOLIES ARE DYING...AND THEY'RE GETTING DEADEROur post earlier about Glenn Beck and Charlie Sheen brought me back through all my "Direct to Domain" posts and this one bears repeating as its time has come.
Seth Godin's latest post, Monopolies Seven Years Later warns:

"Time to wake up. It just happened.

The past, the glorious, profit-making, fun past of the media business was based on:
• scarce creators, under long term contracts
• scarce retail outlets, able to be controlled with marketing muscle
• scarce spectrum (few radio stations, few TV stations)
• copyright laws (and a lack of technology) that limited theft of services
• limited power of the creators to compete without a large media company as partner 
It's hard to outline a point of view that shows the power of any form of media getting stronger over the next decade. There are going to be more TV channels, not less. More ways for authors to distribute their works, not less. More ways for musicians to connect with listeners, not less. More ways for consumers to sample or take content, not less 
You were a monopolist. You're not anymore.= 
To succeed in the old days, here's what you needed to do (choose any two!):
1. Grab a piece of the electromagnetic spectrum, hopefully one limited by the government
2. Buy up the supply of actors or writers
3. Establish long term profitable relationships with distributors and retail outlets 
Welcome to a new century. In the new century, we all have the same goal:
1. Establish a direct and positive relationship with the end user. 
It sounds easy. It's not. It's scary. It's likely to wreck your business before it saves it. Doesn't matter. The truth is: businesses that don't aggressively pursue this tactic will disappear." 
OF: And most of this content will be going to direct to domain. Thus the biggest opportunity in domains is NOT type-ins and traffic but call-to-action direct advertising response and HOLLYWOOD. I'll be ready when they are. So will my friend with the best 'Hollywood Domains" on the planet.

But it's happening all around us. So consider human behavior, new millennial generation thinking and a changing media landscape before making investment decisions based on a word whose power peaked on 1950. 

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      About The Author: Owen Frager is an Internet marketing expert ready to help take your company to the next level.

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