The little party Olivia Gillen threw last year is part of a $2.5 billion-plus problem for Australia's television networks. - From The Sydney Morning Herald
The desire for on-demand viewing is so strong that networks have had to overcome their former squeamishness about it, says Chris Stenhouse, CEO of Switch Media, which makes software for broadcasters, including products that facilitate and enhance the viewers' on-demand experience.
Switch Media is behind the mobile apps for Freeview Australia which deliver content from all the free-to-air networks to viewers' devices.
The current Freeview TV ad in which a boy is hanging out to watch a show with a girl, only to learn she's already watched it "at the bus stop, on the bus, at school, in the car, at Dan's house, when I was walking the dog" is part of the battle.
But television is still the viewing choice of the overwhelming majority of viewers, he points out.
He is scornful of the "rubbish methodology" used to measure audiences outside the ratings system, which he says exaggerates the impact of on-demand viewing, for example by counting all views even when they only last "three seconds".