Repeats on TV

An interesting development in entertainment this year has been the turnaround of consumers’ perceptions towards watching programme repeats. Running repeats on TV has a history of making channels look cheap. However, times have changed and not only are the number of TV channels increasing, but more consumers than ever have digital TV and personal video recorders (PVRs). There is not enough new programming to fill the schedule, so programmers have had to strategically place repeats to ensure 24 hour viewing on most channels, yet retain high viewing figures. Repeats are now so successful, that there are several successful channels that are dedicated to them.

Advances in technology that allow consumers to customise their viewing, have also helped to turnaround consumer perceptions of repeated programming. The introduction of PVRs to the UK in 2006 certainly altered consumers’ viewing behaviour, with programmes now being selected by these consumers as ‘to view’ or ‘not to view’. BBC iPlayer, which launched at the end of 2007, has proved tremendously successful, pumping out 12GB of data every second at peak times (around 10pm). With consumers pre- and post-programming their own schedules, repeats are no longer seen as a nuisance at a time when viewers want to watch something else, they are instead slotted into either their ‘to view’ schedule or are disregarded and allotted as ‘not to view’ programmes. iPlayer 3.0 this year will enable further personalisation and will probably include pre-programming, which could increase the reach of these ‘customised viewers’.

It is fortunate timing for production houses, although I am unsure whether there is any cause or effect involved, that this flip has happened during the recession. During hard times it is important for producers to be cautious with their choice of investment and create a balance between cutting costs in programming (ABC cut wardrobe costs for shows including Desperate Housewives and Dirty Sexy Money, with the cost of a pair of ladies shoes being capped at $250), creating new shows that follow an already successful formula (such as Law & Order UK), and running repeats.

In the future however, it will be necessary for programmers to refrain from flooding schedules with repeats, because a lot of different channels are now showing the same material. Once the recession starts to ease, consumers will once again expect large investments in new programming, particularly as they have demonstrated patience during these hard economic times. It is possible that consumers will tire of repetition; but it is just as easy to foresee that the Digital Switchover and increasing penetration of TV personalisation could see longevity in this trend.