The last time I took to the AdNews opening pages I mulled over having too much choice regarding TV subscriptions.
It was a case of watching less but wanting more as I found myself caught in a TV stalemate, not knowing which add-on to go for due to the overwhelming amount of choice (FYI I went for Netflix a week after penning that). I’m also toying with Stan now I hear its library is bigger, and potentially Foxtel Play.
While the need to grumble about that has now eased, I have more, only this time regarding prime-time show scheduling and a relentless amount of TV ad breaks (yes, I am grumbling about ads in a publication to readers who live and breathe ads). I just I really feel the free-to-air networks need to reconsider the current state of play.
In Nine Entertainment Co's latest results its group sales director Peter Wiltshire admitted “we were our own worst enemies” when it comes to scheduling TV shows at the same time. So, if we know it, which we do, and they know it, which is evident in Wiltshire's confession, then can we expect change?
Will the networks start thinking more from a consumer point of view and shouldn't they be doing this anyway?
Surely if the top shows were staggered this is better for viewers? I remember the Saturday night heydays growing up with UK TV – having a string of top watches for a good few hours on end - yes, I am talking Baywatch, Gladiators, Blind Date and then flicking over for Casualty.
Here, it's essentially one show, against another similar show – food, renovation, singing, food, renovation and singing. And more to the point, how is The Block already being advertised? Hasn't it just finished?
The monotony and insane competitive time slot booking needs to let up.
Scheduling is made worse by what I can only describe as relentless TV ad breaks. Some even advertise the show you are watching. There are moments when you think it's gone back into the show, when in actual fact it's just a long advert for the same show.
I'm sure I’ve even seen one reality food show advert that featured a spoiler for the current episode we were watching. The constant ad breaks only serve to break the flow of viewing and audiences lose interest in the long run. It’s bad for viewers, networks and advertisers.
Brainwashing with a constant barrage of ads only serves to annoy. I even overheard a couple at a restaurant discussing it recently and countless media execs have echoed these views.
I’m not bashing TV for the hell of it. I love TV, and last year’s upfronts gave me a great insight into the sector. There are good shows and great adland talent involved across many facets. But with better scheduling, some different new shows and less ad breaks, it would be a whole lot better.
This opinion originally appeared in the latest issue of AdNews Magazine (4 September). Need to read the whole thing? We hear you. You get can it right here, on your iPad or in Print.