 
Digital distraction There is a tendency to use the term ‘digital’ to refer to online delivery in contrast to traditional distribution. Yet in most major markets, television delivery has long been digital, although a lot of the thinking about it has remained resolutely analogue. Similarly, there is a habit of referring to viewing ‘on demand’ as opposed to ‘linear’ channels. Most viewing is inherently linear. It is the nature of the medium. However, it is increasingly less driven by a broadcast channel schedule. Television and video are not something viewers ‘demand’, although they may have certain expectations. They choose what to watch and how to spend their time and attention to derive some social satisfaction. The fundamental distinction for the viewer is whether programming is recorded or viewed live as it happens. William Cooper Editor informitv Supported by an international network of industry specialists, informitv provides strategic consultancy and practical advisory services for clients ranging from startup companies to multinational corporations. Contact us today to see how we can help you.
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