The end of Big Brother? — Televised Revolution

Are we seeing the end of Big Brother? And if so, is this potentially a sign that with the fragmentation of the viewing audience, we are seeing an end to similar forms of tentpole event television?

Today The Australian has reported that the ABC had two shows in the top ten, while Channel Ten had none. The argument from Channel 10 would be that they are seeking a specific demographic and likely performed well within it, but even so, when Big Brothers early show is outrated by The Einstein Factor, suddenly some questions need to be asked.

This ratings report follows news this week that Telstra and Proctor & Gamble have dropped out of serving as a key sponsor of Australian Idol, following a 19 percent slump in viewing numbers last season.

Channel Ten has used Big Brother, Australian Idol, and The Biggest Loser as event programming designed to attract big ratings within their desired demographic. Additionally, the programs serve to promote other Ten programs and act as a lead-in for its big-name US content. If its tent-pole programing isn’t rating as it used to, however, one has to question its value to the network.

The question is why are audience numbers dropping? Is it simply that audiences are tiring of the formats? Or is it potentially that with viewers developing new viewing habits (ie time-shifting and VOD), the era of event TV is coming to an end with viewers instead wishing to personalise their viewing experience?

The answer is possibly a combination of both. What will be interesting is to see how Channel 10 will set their schedules next year? With 2009 set to introduce multi-channeling and a further shift for audiences engaging with online content, it is a brave new world of television scheduling on the horizon.