I was going through my feed as usual when I came across the news that today is ‘World Television Day’ and ironically, I found this news on my mobile phone. Ha, how time flies by, we’ve grown addicted to our laptops, phones and tablets but television still holds a very dear place in the Indian household. I still have the remote covered in cheap plastic, I still tap it hard to make the battery work and yes, I am guilty of having a cloth around my T.V when it’s not in use.
Now, I’m in my office, still lingering in the thoughts of those Doordarshan series and commercials, the iconic rotation and music in sync of the logo. I was always fascinated with the advertisements then, they were equally catchy and captivating. World Television Day stands as a reminder of the power of visual media and how it helps in moulding public opinion and influencing world politics and the entertainment industry.
Let us go back to our Environmental Science textbooks (right EVS!) and understand the function of a television. Television is a mass medium that provides entertainment, education, news, politics, gossip, music, etc under one roof. In technical terms, it is a medium for transmitting moving images intwo or three dimensions and sound. It is a collection of both; Entertainment and Information; Infotainment. It plays a crucial role in society by delivering gen.
Now, as a marketer, my first thought was how have advertisements evolved with time, and how the messages have changed drastically over the years. The marketing industry has benefitted a lot from the medium of television being a key tool in engaging their audience.
We’ve seen man land on the moon, we’ve seen the starts, the middles and ends of wars and we’ve watched great sporting achievements, shed tears over epic romances and laughed at endless re-runs of sitcoms. Television is a primary source for the understanding of political and social history while at the same time demonstrating the richness of culture through its different traditions and languages. According to the UN, ‘World Television Day is not so much a celebration of the tool, but rather the philosophy which it represents. Television represents a symbol for communication and globalization in the contemporary world.’
It is note-worthy that television in fact was the medium that revolutionised the advertising and marketing campaigns. With catchy slogans, taglines and jingles, people were easily influenced by them and wanted to at least try the product advertised on the television screens.
But today, television is going through a shift; more like a cultural shift as millennial prefer other media. Today’s viewers now access their programmes through many different platforms, including tablets and smartphones.
This change represents a shift away from traditional viewing, as viewers are now able to download, live pause and rewind through their programmes.
So what does the future hold?
Streaming services such as Netflix and Amazon Prime have already had a major impact on traditional TV advertising, but this does not mean that traditional broadcasting will become non-existent, of course, as live programmes and high-profile sporting events will still draw millions of viewers to ‘the box.’
And so, on that note, wishing you all a happy World Television Day. Spend your day cherishing your memories and let me know in the comment section below. I’ll be happy to read them!