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George Neff

Will Netflix Kill TV? | PopMatters - 0 views

  • Live and weekly DVR ratings have plummeted for most broadcast programs, as many viewers can now catch their favorite shows on demand via Hulu or illegal torrents.
  • Neither of these represent the biggest problem facing TV – that would be Netflix. More specifically, it’s the streaming giant’s foray into the original programming game that should cause all couch potatoes’ skin to crawl.
  • The service is a massive hit. Netflix currently takes up one-third of all the downstream bandwidth the web can provide. The average subscriber watches 87 minutes of programming per day. While short of the 18-24-year-old live television average of 3.5 hours per day, that latter number is split across hundreds of network and cable channels. Netflix has a captive audience.
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  • Netflix is like an indulgent parent – offering unlimited sweets without any responsibility on the child’s behalf. Subscribers are spoiled with the model, gratifying themselves on a whim by binging new releases without regard for any psychological implications that may take place. American culture now expects instant gratification: fast food, instant messaging, instant streaming. There is virtue in patience, a virtue Netflix disregards in the name of better serving the consumer. Unfortunately, faster service does not always equal better service.
  • When network shows are stripped of commercials and sent to Netflix, the viewing experience is somewhat hollowed. Audiences have grown more used to this with TV on DVD and the restructuring of story beats on premium cable channels, but many comedies still require room to laugh and dramas room to breathe. Binging on Netflix turns distinct three-act episodes into an elongated 13th-act behemoth.
  • Conversation becomes stunted or clandestine, which eliminates much of the buzz that builds pre-season – buzz that is necessary come June when Emmy voters fill out their ballots.
  • Television executives have a right to be both frustrated with and terrified by the advent of the Netflix model.
  • Original shows ushered in using the Netflix model, like House of Cards and Hemlock Grove, have cut out the advertisers. Netflix functions as the network, and if the company decides to evolve from simply licensing original programming to actually producing, they’ll be the studio, too. Netflix is making all the money, monopolizing our attention and making poor consumers out of its subscribers. If this model becomes the norm, the producer/advertiser relationship will be pushed to the breaking point.
  • The folks at Netflix have little to fear. House of Cards executive producer Beau Willimon, in a recent Q&A for Vulture, responded to a question regarding the Netflix model and said, “Our show simply gave people the experience they had already grown accustomed to on Netflix — viewer empowerment. People like being able to decide for themselves when, where, and in what quantities they will watch their content.”
  • We’ve seen how this user-driven, consumerist approach has transformed the music industry into a shell of its former self.
  • What is the informed television devotee to do? Netflix is not inherently evil, and at only $8 a month, the access to vast libraries of programming is an invaluable asset. The answer doesn’t lie in unsubscribing from Netflix, but rather in promoting the traditional broadcast model. By watching live, conversing with friends, coworkers and strangers on Twitter, and even purchasing overpriced merchandise from beloved shows, TV buffs everywhere can help keep the industry afloat. In the hands of the responsible, Netflix is a mighty tool for good. In the hands of the ignorant, it’s a weapon that could destroy all television.
  • But what happens once Netflix reaches the point where profiting only on its own original programming makes more sense than continuing to pay licensing fees, which will skyrocket as the studios jack up prices due to diminished on-air returns? Netflix is positioning itself as its own network, assembling a lineup of programming that will survive the inevitable scripted network TV apocalypse. And once the people lose instant access to former network favorites like How I Met Your Mother and The Office, they’ll rebel by cancelling their subscriptions, the fees will also increase as competition is defeated. But by that point the damage will be irreparable – both television and Netflix will be dismantled by the impatient viewer.
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