Very interesting article. Working as the product lead for video on demand at a national UK television broadcaster I’m fascinated by the future of TV. We haven’t yet had the bone-crunching disruption that digital technology has had on other media industries but I suspect it will happen (to a degree) in the next 5 years.
Chasing reach is important as it’s a passport to playing in the top league but ultimately it will be the loyalty of the core audience that matters. Brands are incredibly important too but TV brands as we know them will need to change to remain relevant. The shiny new ‘thing’ phenomenon you speak about is also frustratingly too common and is often used instead of proper strategic long term planning. After all, which one looks sexier on PowerPoint?