Proper Gander – Heading down stream
Two reports published around the start of August described troubles for the BBC, while also highlighting the trajectory television in general is following. The BBC itself didn’t draw attention to figures which show that for the first time, BBC News has lost its place as the most-watched news channel in Britain. According to the official ratings collator Barb, GB News had a higher share of viewers across July than BBC News (with Sky News trailing not far behind). Although both only had just over 1% of the audience share, reaching this point is a symptom of the increased popularity of right-wing media overall. Switch over to GB News and there’s likely to be content about immigration, ‘wokeism’ or ethnicity and crime, its tone not-so subtly reinforcing patriotism and nationalism, reflecting the uglier effects of alienation. The channel has more pundits and panel discussions than BBC News does, and because their banter seems more authentic than the comparatively staid tone of the BBC, the channel has more ‘personality’, even though the main trait is self-righteous smugness.
Another threat to Auntie Beeb comes from a different direction, as described in Ofcom’s annual Media Nations report. Google-owned YouTube has become the second most-watched media service in the UK, behind the BBC and ahead of ITV. The video-sharing platform’s popularity is not only due to its smorgasbord of vlogs and clips, but also because it has adopted formats from traditional TV: half its top-trending videos comprise long-form interviews and game shows. YouTube’s success lies partly in how it morphs itself into whatever is most appealing to each of us. Its algorithms create what looks like a personalised channel, with often eerily accurate recommendations based on what we’ve each previously viewed. One search for a Duran Duran video may also prompt suggestions of Spandau Ballet and lists of ‘80s fashion disasters. The data about our preferences gathered along the way is of use to advertisers in particular, to know the audiences at which to target their products. Much of YouTube’s revenue comes from the adverts which interrupt its videos at annoyingly random points, which on old-fashioned commercial TV channels are at least inserted more predictably so we know when to put the kettle on. Paying for YouTube’s Premium service avoids its adverts, but otherwise once you’ve got online YouTube is free to access. There’s still a price, of course: ‘If you’re not paying for the product, you are the product’, as said by technology ethicist Tristan Harris in the 2020 docudrama The Social Dilemma, referring to the wealth of data captured about people.
The Social Dilemma was broadcast on Netflix, which like other streaming channels such as Amazon Prime and Disney+ has a different business model, requiring viewers to pay for a subscription alongside some income from adverts. Advertising funds most of the traditionally broadcast channels, while the BBC has a subscription of sorts in its state-enforced licence fee, although its BBC Studios division is profit-driven. While the BBC tries to move with the times (such as with its iPlayer), its infrastructure, having been established long ago, is less adaptable to the modern climate compared with the newer channels more aligned to newer trends. Despite this, broadcast TV still makes up most of what people watch, at 56% overall according to the Media Nations report, although younger viewers tend to prefer streaming services. The trend is nearing a tipping point of streaming becoming dominant.
Perhaps the growth of streaming services helps explain why, despite encroaching on the BBC, GB News isn’t profitable, having lost more than £105m since its launch in 2021. Its revenue from advertising was reduced after campaigns by groups such as Stop Funding Hate prompted brands including Ikea and Specsavers to withdraw from using the channel to promote their wares. To try and increase income, membership and branded tat can be purchased from GB News’ website, and presumably chasing the American dollar is motivating plans to launch a programme based in Washington DC. Its owners, Dubai-based investment firm Legatum and hedge fund tycoon Sir Paul Marshall, have propped the channel up with millions of pounds, which they would only do if GB News was aligned to their interests. While GB News may be a challenge to the BBC on one level, the bigger picture is that both are being overtaken.
The shift in viewing habits away from traditional broadcast media with a schedule you have to follow, and towards pick-and-choose streaming services is made possible by advances in technology, from cathode-ray tube all the way to YouTube. These developments aren’t driven by what is best or most popular, though. Because tech and media companies are owned by the capitalist class (or, as with the BBC, by the state which represents them) they are run to further their privileged position. So, advancements in technology and media come through what is most profitable for capitalists. To some extent profitability is connected to popularity, in that more viewers equals more market share. To attract and hold on to audiences, data is harvested and used to manipulate our choices through adverts and algorithms. So, at every step, what we watch is moulded by money.
The wide choice of channels available disguises how ultimately they are run in the interests of a tiny minority. The gradual decline of the BBC demonstrates that other models are becoming more promising for the capitalist class. Streaming channels commodify television in a different way, made more intrusive by how our preferences are turned into market research. There’s room for a little optimism, though, in that there’s something socialistic about streaming’s potential for quick access to any programme, without the constraints and dictates of the capitalist system. And even now, platforms such as YouTube can be used by anyone to broadcast their views, including us.
MIKE FOSTER