As the holiday season approaches, the battle for viewers intensifies, with streaming services dominating screen time while terrestrial Christmas TV channels struggle to compete. However, terrestrial broadcasters have a unique opportunity to leverage the festive season and focus on improving customer experience to reclaim their audience. By embracing innovation, personalisation, and the magic of Christmas, terrestrial TV can reassert its place in viewers' hearts. Here's how:
Create Exclusive Festive Content
One of terrestrial TV's greatest strengths lies in its ability to deliver unique programming that unites families and communities. Broadcasters can capitalise on their position this Christmas by producing exclusive festive content tailored to evoke nostalgia, celebration, and togetherness. Consider:
Holiday Specials: Revive beloved sitcoms or game shows with Christmas-themed episodes. Nostalgia is a powerful tool; it reunites casts from iconic shows for one-off specials.
Live Events: Organise live Christmas carol concerts, tree-lighting ceremonies, or festive talent competitions. The live element creates a sense of urgency and shared experience that streaming services cannot replicate.
Community-Driven Stories: Feature real-life holiday stories showcasing acts of kindness, resilience, or family traditions, creating an emotional connection with viewers.
By curating a holiday-specific lineup, terrestrial TV can position itself as the go-to channel for festive cheer.
Interactive Programming
Streaming platforms have mastered passive viewing, but terrestrial TV can take the lead in offering interactive experiences. Modern audiences crave engagement, and Christmas is the perfect time to involve them in the action:
Real-Time Voting: Bring back the excitement of live voting for talent shows or festive contests, letting viewers influence real-time outcomes.
Social Media Integration: Encourage live tweeting during programs, feature audience comments on-screen, or create trending hashtags for holiday specials.
Second-Screen Experiences: Develop companion apps or mobile features where viewers can access behind-the-scenes content, participate in quizzes, or win holiday prizes while watching their favourite programs.
Such initiatives transform passive viewers into active participants, strengthening their connection to terrestrial TV.
Personalised Holiday Content Recommendations
Streaming services excel at using algorithms to suggest content, but terrestrial TV can adopt a human touch. By segmenting their audience and curating personalised holiday programming, broadcasters can make viewers feel seen and valued:
Localised Festive Guides: Highlight regional traditions, events, or history in holiday-themed segments. Tailored programming can make audiences feel represented.
Viewer-Led Content: Let audiences vote on which holiday movies or specials to air, fostering a sense of ownership.
Age-Appropriate Blocks: Dedicate morning slots to family-friendly programming, afternoons to romantic Christmas films, and late evenings to adult-focused humour or dramas.
With smart scheduling and strategic promotion, terrestrial channels can mimic streaming's personalisation while preserving their broad appeal.
Bring Back Appointment Viewing
Christmas is an ideal time to revive the concept of appointment viewing—a phenomenon streaming services lack. By creating a buzz around specific timeslots, terrestrial TV can encourage families to gather around the TV:
Countdown to Christmas Events: Air a daily holiday movie or unique leading up to Christmas Day, culminating in a highly anticipated program on Christmas Eve.
Live Christmas Day Programming: To capture attention in real time, showcase exclusive events such as festive parades, celebrity performances, or a "live from Santa's workshop" segment.
Classic Holiday Marathons: Dedicate entire evenings to airing timeless holiday classics, providing a sense of continuity and tradition.
With clever marketing, these scheduled moments can create anticipation and rekindle the ritual of shared viewing.
Enhance Accessibility and Convenience
To compete with streaming's "watch-anytime" model, terrestrial TV must prioritise accessibility and flexibility for viewers:
On-Demand Options: Offer catch-up services that make holiday programming available for later viewing while keeping ad placement intact.
Multi-Platform Broadcasting: Stream TV content through apps and websites to cater to viewers who prefer mobile or laptop viewing.
Subtitles and Multi-Language Support: Ensure holiday programming includes subtitles and dubbing in multiple languages.
Improving accessibility ensures that no viewer is left out of the festive fun.
Collaborations and Partnerships
Terrestrial TV channels can partner with brands, influencers, and communities to enhance the Christmas experience:
Corporate Sponsorships: Collaborate with well-known holiday brands for themed programming and giveaways. For example, partner with a toy company to present a "12 Days of Christmas" special featuring daily prize draws.
Local Businesses: Promote local holiday markets, charities, and events, fostering a sense of community connection.
Celebrity Endorsements: Feature holiday greetings or exclusive interviews with celebrities, amplifying viewership through their fan bases.
Such partnerships boost visibility and generate excitement around the channel's festive offerings.
Leverage the Power of Tradition
Many viewers associate terrestrial TV with holiday traditions—such as watching the Queen's (or King's) Christmas speech or tuning in for the annual holiday blockbuster. Broadcasters should embrace this association by:
Preserving Iconic Programming: Air classic Christmas staples at traditional times to uphold rituals that viewers hold dear.
Reviving Vintage Elements: Reintroduce old-school Christmas idents or jingles to invoke nostalgia and warmth.
Holiday-Themed News Segments: Regular programming includes feel-good festive stories, weather updates for holiday travellers, and Christmas shopping tips.
Tradition is a powerful tool that streaming services cannot replicate; terrestrial TV can use it to stand out.
Highlight the Social Aspect of Live TV
Unlike streaming services, terrestrial TV fosters communal experiences, especially during live broadcasts. This Christmas, broadcasters can maximise this advantage by:
Simulcasting Events: Encourage watch parties for significant holiday specials and provide hashtags or discussion prompts for viewers to share their experiences online.
Holiday Charity Drives: Host telethons or fundraising events, urging viewers to participate together in meaningful causes.
Interactive Holiday Trivia: Run live trivia or quiz shows, with families competing from their living rooms in real-time.
These initiatives strengthen bonds between viewers and terrestrial TV, creating a sense of belonging and togetherness.
Experiment with Festive Technology
To appeal to tech-savvy audiences, terrestrial broadcasters can integrate modern technology into their Christmas campaigns:
Augmented Reality (AR): Develop AR experiences tied to holiday programming, such as virtual Christmas trees or Santa sleigh rides that viewers can interact with via smartphones.
Smart TVs: Utilise interactive features on modern TVs, enabling viewers to pause live broadcasts, browse festive schedules, or access exclusive Christmas recipes.
AI-Powered Features: Offer AI-driven holiday playlists or virtual assistants to recommend programming based on viewer preferences.
Such innovations modernise terrestrial TV's offerings, bridging the gap between tradition and technology.
Craft a Compelling Marketing Campaign
Finally, no strategy is complete without effective promotion. Terrestrial channels must craft a captivating Christmas campaign that emphasises their unique value:
Heartwarming Advertisements: Launch a holiday ad campaign that resonates emotionally, reinforcing the channel's brand as a staple of Christmas traditions.
Social Media Buzz: Collaborate with influencers to promote holiday specials and drive online engagement.
Free Previews: Offer temporary free access to premium channels or holiday content, encouraging viewers to rediscover terrestrial TV.
Terrestrial TV can amplify its festive offerings and win back lapsed viewers by actively engaging audiences across platforms.
Conclusion
While streaming services dominate the on-demand space, terrestrial TV has untapped potential to shine during Christmas. Broadcasters can differentiate themselves by focusing on exclusive content, interactive programming, personalisation, and tradition and provide unique experiences that resonate with audiences. This holiday season offers a chance for terrestrial TV to rekindle its connection with viewers, proving that it remains an essential part of Christmas celebrations.
If your business would like help navigating customer experience in 2024, get in contact with us to discuss further: experience@yourcxc.com
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