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Challenge for age of traditional television
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E-mail CNTV, May 22, 2012
New research shows fewer people than ever are watching TV in Beijing. What used to be the centerpiece of every front room is fast losing its prime-time appeal. Is television really falling out of favor with the capital's viewers and to what extent?
Is the age of Television coming to an end? A report out this week shows that only three in ten families with TV sets are actually watching them. More and more people, many of them the young generation, are turning their backs on TV.
"Young people like me normally use digital products such as computers, iPads and smart phones. These give us access to interesting videos and news."
"I often go out with friends when I'm not busy, but when I do have time to stay home, I choose to surf the internet."
"I use TV to play games, and sometimes I watch 3D films on it."
According to a report by the Data Center of Chinese Internet (DCCI), TV lost 40 million viewers last year alone. 65 percent of those were young people. But here in this store, there's still a huge variety of new TV sets. And the customers are still coming.
"If you look at all the fancy TV sets and the passionate sales team here in this store, you will see this industry is nowhere close to the end. But the question is, how many of their customers will buy their products and watch them after getting them home."
Wang Ran bought her new TV about a year ago. But for her, it's part of the furniture rather than a source of entertainment.
"A television is a big thing. You always feel something is missing if you don't have one in your living room. But I don't watch it very often. Everything on TV can been found on the internet and downloaded at a click of the mouse."
With all the hi-tech gadgets currently available to China's young generation, people like Wang Ran are more becoming far more selective in their viewing habits. This is a challenge for the traditional TV industry.
But television isn't ready to bow out of the stage just yet. Manufacturers continue to roll out products with ever-more attractive features and functions. And broadcasters are looking to "Hi-definition" and "TV-on-demand" to keep people tuning in.
But with more and more viewers lured by the seemingly endless supply of online entertainment, upgrading hardware and picture quality might not be enough to keep TV in the race.
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