One of the main differences between a younger TV viewer and and older one is their perception of time. With a younger viewer they want things now and their view of time is more short term.
MTV is trying out a new concept this year where they are planning on running shows both online and on TV at the same time. They are using "MTV Video Awards," and "Total Request Live" as the trial shows.
Warner Bros. (TWX) on the other hand is beginning a new strategy of selling off-network syndication show to stations. For example with "Two and a Half Men" it is not only going to sell stations the rights to air shows on traditional TV, but also on the Internet. This will be a first for syndicated television.
The main purpose of this is so that stations will be able to air the show on their own Web sites.
Now the major difference between these two offerings is related to the demographic involved. Warner Bros which is serving a more mature audience will air things a week later while MTV believes it would be much too late for their younger viewers.
MTV is looking at the multitasking lifestyle of younger viewers who are always online, watching TV, playing music, talking on the phone and instant messaging at the same time. For them having their shows run simultaneously makes more sense.
Of course the major concern for advertisers is whether it will just be another thing that interferes with their marketing. In the case of younger viewers they don't feel that this is a problem as their attention changes endlessly.
In the case of an older demographic it is felt that this won't work. Running the show at a later time makes more sense for them.
Another question that arises from all of this is whether a show a week later has the same advertising value as the original on TV. Warner Bros. asserts that most of the value will be on TV whereas MTV sees it being closer to 50/50 in their case.
This is a good look at what is ahead as television wrestles with what kind of model it must change to.
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