Not the end of the TV appointment


The scenes of the first season of "Game of Thrones" were shot at Doune Castle in Scotland.

Helen Sloan | HBO

If you're going to a "Game of Thrones" party this weekend, you may already be nostalgic about the end of television for dating. Is this the last time you find yourself with your friends watching a show, knowing that many others watch it at the same time, ready to discuss it in real time on Twitter or the next day at the proverbial water cooler?

My hypothesis is no.

The transition from traditional TV has some people complaining (here, here, here) that GoT will be the last show of "shared experience", in which Americans tune in at a certain time to watch weekly episodes and discover stories together together at the same time.

C & # 39; logic for the topic. Many of today's hot shows – "Marvelous Maisel", "Stranger Things", "The Handmaid" and Tale – originate on Amazon Prime Video, Netflix and Hulu, where the whole appeal is the chance to watch the episodes whenever you want, or to bark-watch entire seasons in a single session.

The upcoming services of Disney, Apple, Warner Media of AT&T and others will only increase the quality of script-based programming originating from traditional TV.

The entire idea of ​​turning on the TV at a given time is evaporating.

So, why "Game of Thrones", whose first season attracted more than 17 million families on HBO, an exception of the kind?

Because the nature of winning the Iron Throne makes GoT less similar to a traditional show with screenplay and more like a reality contest, meant to be seen live.

Hollywood is a copious industry. If people like something, they should not be ignored. And the people like it look in groups – especially for the last seasons of shows.

Just look at this reaction during the most recent "Game of Thrones", captured on Twitter.

Netflix has upset the TV vision by giving consumers what they want: lower prices, no commercials, versions of the entire season.

But as long as consumers want shared viewing experiences (and they do), streaming platforms will come and start offering them.

It's also great for advertisers

The Holy Grail for advertising-driven media – both traditional and social – is the commitment. Live events are crucial for media like Twitter and traditional TV because you get a lot of eyeballs in the same place at the same time. This is what advertisers crave.

Netflix may not have advertising today, but industry experts think it can't last forever. There is no way that the entire media industry is turning its back on millions of revenue.

For zeitgeist shows on streaming platforms, my guess is that the last few seasons – or a handful of episodes – will be launched one at a time to generate buzz for both the show and the active subscription service when creating advertising opportunities on the side . A streaming service will choose a time, for example at 9.00pm. on Sunday – and distribute episodes like "Game of Thrones" and so many linear TV shows before they did.

In this way, you can continue to have your viewing party or go to your local bar and participate on Twitter – or whatever the next social network is – while watching together.

Furthermore, HBO and other popular networks will not disappear. Although companies like AT&T, the new owner of HBO, focus on streaming services, we will probably get another traditional TV hit, distributed one episode at a time, over the next five or ten years.

Right now, streaming services are separating the pay-TV ecosystem. But the platforms will inevitably unite them together for a discount, just like today's cable TV.

These same services are killing the shared view, but they will report it too. In the entertainment industry, what is old is new again.

CLOCK: AT & T accidentally transmitted & # 39; Game of Thrones & # 39; hours before it was scheduled.

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