How do you watch TV? Is it even ...on TV?

I'm hooked on a news series on NETFLIX. Called House of Cards it's the story of a "Ruthless and cunning, Congressman Francis Underwood." Think of it as The West Wing, minus the idealism.

Kevin Spacey, arguably one of the best in the business stars. He's also Executive Producer. Robin Wright and the rest of a terrific cast make for great entertainment. NETFLIX obviously believes in it because they've invested $100 Million in the series.

What makes the viewing experience different:

• It's on a streaming video channel which you can watch on your iPad or TV through various devices. You do have to subscribe to NETFLIX to view the series.
• All 13 episodes of the first season are available for viewing at your convenience. Watch when, where and on what you want. I used to watch Entourage the same way. Why subscribe to en entire premum channel when you just want to watch one series?

As someone who is old enough to remember being the first house on our street with a TV, and just one channel that signed on at 4pm, this sort of thing always amazes me. Technology empowers us, including how we watch TV. I watch House of Cards on an iPad mini with Bose headphones. So am I even watching TV? Long answer: No, I'm consuming video content on a mobile device. Short answer: I'm being entertained on my own terms.

There is no difference between watching a program on a 60 inch big screen or an iPad mini because it's not the size of the screen, it's how close you are to the screen.  So kicking back with my iPad a foot or so away from my eyes and the awesome sound from those Bose headphones is as good as any home theater experience.

Of course while I'm watching the show, I'm not watching traditional TV, nor the ads that still run on the bulk of TV whether it be off-air or via satellite or cable. The way we watch programming is changing with the rapid evolution of the technology we use to consume it.

It's empowering and an important step forward for us.

We as consumers are achieving a long-time goal, "A la Carte" programming. Just watching and paying for what we want to watch. Like at our house, if you subscribe to a satellite or cable television service, you buy program "bundles." You buy a package of channels, maybe watch 10 of them but are stuck paying for another hundred channels you never watch. It makes sense as consumers to pay for just what we consume, right? Up to now, those who control content distribution have prevented us from doing that.

To be fair to satellite and cable companies, they're victims to some extent of major programmers who say "If you want to carry this channel from us, you have to also carry these other channels. Take it or leave it." We as subscribers ultimately end up picking up the tab. A growing added cost for us are the so-called regional sports channels. Many cable systems have no choice but to provide them  at extra cost to us, even though we could care less about the teams or sports covered. It's about to change and here's why:

• We can get an amazing amount of digital channels, many in HD using a simple off-air antenna.
• Companies like NETFLIX are providing a huge and growing number of programs like House of Cards via the Internet.
• Technology like Apple TV is yet another video content pipeline. Ditto for YouTube, already producing several series, they've just announced a new country music channel.
• Many networks themselves are providing their shows on-demand. Watch how, when and where you like.
• We're willing to give up a little, to gain a lot AND save a lot. Heck, I'm willing to give up ESPN if they don't stop creating financial and fan-killing monstrosities like the Longhorn Network.

Consumers have a funny way of getting what they want, and these days are more than willing to shop around for what meets most their needs and save the most money. Outlets like NETFLIX get that.

When I told my wife about YouTube's plans, she said it's time to cancel our DISH Network service, or at least cut way back on it. I don't think she was kidding.

Brian Olson
Owner/Consultant
Conversation Starters Public Relations
"We start the conversation about you"