Square Eyes

As the recession magnifies the pressure on broadcast content Stuart Greenfield provides a view



I was always told that too much TV would give me square eyes; of course, this was just a way to prevent prolonged and mindless viewing which every child of my generation was quite capable of doing. In the late 60’s and 70’s family TV viewing on the three channels became part of our culture. Although there were still many families who could not afford or just didn’t want TV by the 1980’s research showed that almost every family and individual in the UK could watch TV. Technology was fundamentally changing the very nature of our lives. We were being programmed by programs and we didn't mind.

Joining the conversation was knowing the plots and news fed to you by the BBC and ITV. It was a good thing, wasn’t it? On the plus side families shared time together even if they didn’t talk or do as much, but for many it was a much needed time of relaxation from the hard slog of manufacturing and intensive hard work during the working day. It improved communications, helped in education, and enabled a plethora of products to be advertised which created a more competitive environment and we hope better products, better tuned to our needs.





But during the hay day of scheduled TV were we missing out, did it create a generation of losers? Fed by eye on a daily basis everything we needed to function but not allowing us to think or create our own ideas. Recent research has shown that bored children are more likely to be creative and imaginative were we deprived of this freedom? Today technology once again and as it always has is driving change. Change in the way families live but this time we could be changing back to the time before TV. A time when the pattern of the day was formed by our own needs and those of the community. A time when with no scheduling of radio and TV we gained our knowledge of the world by being proactive, planning what we wanted to do when we wanted to do it and interacting with people around us.



So today we have communications tipping point which we are approaching at break neck speed because of the current economic crisis and technological improvements. The future of the BBC based on a one charge for all paid by everyone looks out dated. Independent TV’s revenue model looks shakey. Satellite TV looks increasingly expensive with Freesat, Broadband and Kangaroo (which was not allowed- but something will appear from the ashes) Add to this that only 53% of the UK population have subscription TV and as we approach digital switch over we are in danger of cutting off the very oldest part of the population there are many challenges ahead.



The creation of a world of content available to all when you want it the utopian position for many. For many with broadband, iphone, Sky, PC’s this world already exists. You are not going to be told what or when to watch. You don’t want to pay for anything you don’t use and you certainly don’t want to be in a fixed location to do it. This is the future for us all and it could break the shackles of the last 25 years and change the way we live for the better.







There are challenges and they include how we pay and how they are funded. This same question has to be answered online as well. It will be a classic Darwinian fight. As these problems are magnified during this recession we should be pleased because the new landscape will appear more quickly from the rubble of an old system not fit for purpose.



One word of caution, we must take care to ensure we do not create a society further split by those with the access and those without. I believe in public broadcasting at a base level. The BBC is able to create some of the Worlds best content, but they certainly should as they have no risk! For the rest technology in the form of broadband must be provided to all but content paid for programme by programme when you want it. We have the technology to do this, it will empower us all to think more, plan more and take more control of the precious time we have.

Please email your view to squareeyes@greenfield.co.uk

Digital revolution by Stuart Greenfield http://www.greenfield.co.uk/downloads/