Brian Edwards Media

Posts Tagged 'Robin Day'

Campbell versus Key – the wider issue.

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The wider issue is television itself. Television does not deal well with complexity. This is particularly the case with commercial television which subscribes to the view that the average viewer has a short attention span, is easily bored and likely to reach for the remote within minutes or possibly seconds of the first hint of tedium appearing. Commercial television executives have assessed the attention span of the average viewer at a maximum of seven minutes, less if the viewer’s interest is not frequently stimulated.

In the areas of news and current affairs that stimulation generally comes in the form of conflict:  the reporting of conflict in the case of news; and actual conflict between antagonists in the case of television current affairs. Third Degree’s ‘The Vote’ provides a classic example. As did the Campbell/Key debate.

However unpalatable, this view of things is probably more or less correct. Commercial television viewers do bore easily and will desert a channel that does not offer them excitement. Such desertion leads to declining ratings and  loss of advertising revenue – the commercial television executive’s nightmare.

The discursive (big word for ‘long’) examination of significant social or political issues simply does not fit the commercial broadcaster’s agenda. So programmes like Campbell Live and Seven Sharp, which play in prime time, are normally made up of three segments with a combined duration of around 22 minutes. I’m told the average sound-bite in a commercial news bulletin is now around five seconds.

Programmes which do attempt to take a more in-depth look at social and political issues – such as The Nation and Q & A – are deliberately marginalised by commercial television executives to the audience wastelands of early Saturday and Sunday morning. Read the rest of this entry »

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