TV - The King Of All Media

Television. The flickering box in the corner, the silent observer in the living room, the window to worlds near and far. But is it merely a passive amusement, a way to fill the silence between chores? In the age of streaming wars and YouTube algorithms, some might think its magic has dimmed. Yet, a closer look at the UK's TV landscape reveals a different story: one of persistent power, of opinion-shifting conversations, and of emotions simmering just beneath the surface. In this post, I want to move away from referencing IPA studies or Thinkbox stats, and talk simply about how TV is still the king of all media, the nations favorite past time, and the watercooler moment of the UK.

Take the courtroom clash of "Mr. Bates vs. The Post Office." This ITV drama delved into the injustices of historical legal systems, sparking debates about the very pillars of British society. Did Bates really deserve his imprisonment? Should past wrongs be revisited? Millions tuned in, not just for the drama, but to grapple with these potent questions, proving that TV can still be a platform for challenging conversations. Since airing, the petition to remove Paula Vennels’ CBE has sky rocketed to over 1m signees, and the discussion has become a focus for Riski Sunak in recent days - which is interesting considering the scandal had a lot of press and radio coverage at the time, yet didn’t get this level of response.

Similarly, Channel 4's "The Great British Bake Off" demonstrates the power of TV to unite a nation not in anger, but in shared joy. It's more than soggy bottoms and celebrity judges; it's a celebration of community, creativity, and the simple pleasure of a perfect Victoria sponge. From the heartwarming camaraderie of the tent to the nail-biting final reveal, Bake Off becomes a watercooler moment, a common ground where everyone, from gran to gamer, can gather and share a smile. Loved by up to 6.5m people each week, Bake Off proves that a tried and tested format, kept fresh with new presenters and great personalities still resonates with us all.

Meanwhile, Channel 5, once considered the underdog, has roared back with innovative documentaries like "Maxine Peake's Northern Tales" and soap operas like "All Creatures Great and Small." These shows tap into a hunger for stories that reflect the diverse realities of Britain, sparking discussions about regional identities, class divides, and the changing face of the nation. Channel 5 proves that reinvention and relevance can breathe new life into a seemingly “uncool” broadcaster.

And let's not forget the raw power of live sport, particularly the undisputed king: Premier League football on Sky. Millions huddle around screens, united in cheers and groans, emotions fluctuating with every pass and penalty. Football on TV isn't just entertainment; it's a ritual, a shared experience that transcends differences and binds communities together. The collective gasp at a missed goal, the eruption at a last-minute winner – these moments hold the power to forge memories, ignite rivalries, and create a sense of belonging unlike any other.

But this power extends beyond the linear schedule. The continued rise of VOD platforms like Amazon and Netflix hasn't diminished the impact of televised stories. "Heartstopper" on Netflix captured the hearts of a generation with its tender portrayal of LGBTQ+ young love, sparking conversations about representation and acceptance far beyond the platform's interface. Meanwhile, action packed thrillers such as Reacher on Amazon show that we still have a penchant for old school excitement and thrills.

Adaptability is key to the continued power of TV. Whether it's on a traditional set or a smartphone screen, TV remains a window to the world, a mirror reflecting our own experiences, and a platform for amplifying voices seldom heard. It has the ability to make us laugh, cry, and most importantly, think. As marketeers, its important to remember that audiences see TV as TV, whether they’re watching on linear, BVOD, Netflix or Amazon, on their smart TV, their tablet or their phone.

So, the next time you settle down with the remote, remember: the flickering box isn't just a way to pass the time. It's a portal to shared experiences, to challenging conversations, and to the very pulse of the nation. TV, in all its forms, remains as relevant and powerful as ever, still gripping the nation and holding the mirror up to who we are, and who we aspire to be. And as marketeers, it’s worth remembering this. Because when we are thinking about what media channels will have the biggest impact on consumers opinion of our brands, it always has been TV, and it always will be TV!