Select your localized edition:

Close ×

More Ways to Connect

Discover one of our 28 local entrepreneurial communities »

Be the first to know as we launch in new countries and markets around the globe.

Interested in bringing MIT Technology Review to your local market?

MIT Technology ReviewMIT Technology Review - logo


Unsupported browser: Your browser does not meet modern web standards. See how it scores »

{ action.text }

When i tell people that i teach television, they sometimes boast, “I don’t even own a TV set!” All I can say is that we inhabit different realities.

I read Phillip Swann’s TV dot Com: The Future of Interactive Television with the same sense of looking across a vast cultural divide. Swann, the former publisher of TV Online magazine, thinks interactive television should and will be designed  for channel zappers: “Few viewers today can sit through an entire program without picking up the remote and checking out another channel.”

In Swann’s future, variety and magazine shows will almost entirely displace dramas, and the few remaining series will be shrunk to 30 minutes or less, reflecting dwindling attention spans. VCRs will be “shelved forever” once the hard drives for personal videorecorders “expand to permit consumers to store dozens of hours of programming.” Swann devotes an entire chapter to the silly idea that viewers will want to disrupt the flow of Ally McBeal in order to buy, right then and there, whatever Ally happens to be wearing.

I wish I could dismiss Swann as an eccentric, but similarly bad ideas are circulating in Hollywood too. The future of interactive television is being designed by and for people who don’t care for television. One researcher brags he can compress any show into half its original length. In his perfect world, television might consist of nothing but coming attractions. According to Swann, “People will start watching TV shows the way they read books: a little at a time.” Such plans reflect an impoverished understanding of television viewing and a lack of interest in the medium’s aesthetics.

Historians of the book make distinctions between intensive and extensive readers. In the older manuscript culture, a reader had access to only a few works but read them closely and over years. With the rise of printing, this intensive reading was theoretically displaced by extensive reading: readers read more books and spent less time on each. But intensive reading never totally vanished. Ask around and you’ll probably find someone who rereads Gone with the Wind or The Lord of the Rings every year.

Television enthusiasts have the same desire for intensive engagement. The new media environment encourages some restless viewers to channel-surf. But it also supports prolonged involvement with series. The VCR produced a nation of video collectors. When the full run of The Simpsons spans hundreds of hours, why be satisfied with a technology that can only hold a few dozen episodes? We are more likely to use TiVo-a personal interactive television service that uses a digital recorder-to watch television and use videotape (or some equivalent storage medium) to archive it.

0 comments about this story. Start the discussion »

Tagged: Energy

Reprints and Permissions | Send feedback to the editor

From the Archives


Introducing MIT Technology Review Insider.

Already a Magazine subscriber?

You're automatically an Insider. It's easy to activate or upgrade your account.

Activate Your Account

Become an Insider

It's the new way to subscribe. Get even more of the tech news, research, and discoveries you crave.

Sign Up

Learn More

Find out why MIT Technology Review Insider is for you and explore your options.

Show Me