This February saw the BBC Three television signals shut off after 13 years on the air, as the channel saw itself become an online-only platform. Despite protests from the public, celebrities and politicians, the decision was made to drop BBC Three from our screens as part of a swathe of cuts totalling £100m enforced upon the BBC Trust. However, is this shift more than just a financial one? In this increasingly digitalised and on-demand society, is this not in fact the right move at the right time, and a lead that all of us should be following?
Viewing habits are changing. That is a fact that is simply inescapable. As online streaming services such as Netflix, Amazon Prime and Hulu continue to grow, more and more people are also moving away from what we would now refer to as “Appointment TV”. That is to say, programmes that have such a hold on the national conversation that to miss it would leave you out of the loop. Think the Bake Off, Strictly, or most recently Planet Earth 2.
Outside these rare examples, people are now more often that not consuming media when they want and indeed where they want. This is not just restricted to conventional media. For the first time ever this year, mobile internet use overtook conventional desktop online activity, reflecting how modern society has a seemingly unquenchable and indeed growing thirst to stay connected at all times.
But in this age of non-stop media consumption, across an ever-changing and ever-expanding list of platforms, is it time for us in the worlds of PR and Comms to take stock over what strategies we deploy to make sure that our message gets across to our desired audiences?
In an on-demand society such as the one that we live in today, the onus has never been so firmly placed upon our industry to seek the most innovative and forward-thinking means possible to resonate with our audiences. It can no longer be taken as a given that conventional media such as the television and newspapers serve as the strongest platforms at our disposal.
No, indeed it appears that nowadays without an online presence, your message can fall flat. Given the fact that recent studies have shown that we spend well over two hours a day checking our phones, this comes as no surprise. But even in a market with so much potential visibility, the way – and particularly the platform – in which a message is deployed could not be more vital. Former online trailblazers such as Facebook and particularly Twitter have recently seen their influence take a hit, with emerging social media platforms like Instagram and Snapchat leapfrogging them as they lead this new wave of communications.
Keeping abreast of alterations in the market space such as these is imperative if you want to ensure that your message can reach your peak desired audience. Here at Sine Qua Non, we understand that your message is only as strong as the platform you send it from. Specialising as an agency as we do in the world of technology, we make it our aim to ensure that we have our finger on the pulse of any changes in this dynamic and ever-shifting market, so as to guarantee that all of our clients messages stand out amongst the online noise.
