The changes that time has brought has drastically shifted the function and purpose of television in the lives of the many, as well as those who control it. The way we regard television has changed due to the nature of the different values and technology surrounding it. The post-broadcast age is one in which the tools of the broadcast era still exist, but in a different state. Television must therefore be viewed in the context of a new culture of media consumption and technological use, and can no longer be considered a stand-alone medium. It must be regarded as part of a wider post-broadcast environment in which television is formed by the influences and content surrounding it.

The post-broadcast era is not defined by a change in technology, but by also, audiences and culture. This is evident in a change in media dominance, in which television is no longer the most relevant medium for mass media. The broadcast era would utilise television to share social values, or for political purposes based on the needs of the Government. It has already been established that in a broadcast era, a national Government would utilise television as a tool for sending messages to the masses. Due to this, television was primarily based within the nation broadcasting it. The post—broadcast era changes this reliance on domestic programming, with a large number of shows now airing originating from other countries. This creates a world where broadcasting does not have geographical limits, and the values and perspectives of one nation can be seen by and influence another.

This is something of a risk in terms of television broadcasting, as it is believed that audiences require a certain degree of content from their own nation in order to create a sense of community and fulfil cultural needs. Although free-to-air broadcast channels tend to address the national audience as much as possible to address these media requirements, the rise in subscription based television services has caused international television to be ‘Americanised’. This is because these shows are cheaper to import than it is to create new content. These shows also rate highly, either critically or commercially. This means that not as many people will be watching the national messages that are being sent out, lessening the effect the Government may have over the audience in terms of both social values and political beliefs. These messages are still existent, but in a diluted way that allows other news broadcasting channels to comment on them. The subtext of these messages are therefore interpreted and presented in a more neutral manner that is free from bias. Effectively, the audience are no longer being told what to think, but rather what to think about. Due to this different style of sending messages, television is no longer being used primarily for the ‘needs of the national community’. The audience no longer need television for this purpose, which means television has shifted towards a rating based format. The post-broadcast era has therefore changed the nature of television to a commercial based format, where ratings reign supreme.

So how is television formed now that ratings are the most important factor? The answer is simple. Audiences now have more control over what is on television, which means that programming is carefully structured towards this idea. This explains why a number of digital television channels market themselves towards certain demographics or genres, such as a Sci-fi channel.

Because the digital age has made television a more interactive, audience driven medium, we have seen a change in how television is presented. This can be discussed in terms of treating television like an event, which is evident in the rise of reality television. One such show that exemplifies this is Big Brother, which has become an international television franchise. The show would air on every night of the week for a time of at least three months during any given season. Although it was primarily a television program, the show wasn’t limited to its television format and was a multi-platform, multi-media experience that was driven by audience participation.

This video from the 2011 season of Big Brother Australia demonstrates a few of the different things which separated this program from one of the broadcast era. The show had a dedicated website and mobile service used for voting for the eviction of contestants of the show each week. This allowed the audience to have direct control over the events which would occur and ultimately the entire outcome of the show. To further this, the website had dedicated chat-rooms and live video steaming of the events in the house, which meant users could log in and comment on and discuss the events at hand at any point in time. There is also of course the eviction nights, which are on display in the video above. These weekly shows were an audience event, in that the general public could attend these nights and interact with the show in a more direct way. Although a television program, the show wasn’t limited to this medium and used a wider range of post-broadcast tools to enhance to broadcast experience.

The post-broadcast era has therefore lead to a change in social and political values, which has directly the development of television programming towards an audience orientated experience.