After the recent complaints over Australia’s delayed broadcast of the Lost finale along with my own experience as a follower of Supernatural still behind in the storyline (see my other unhappy blog posts about that), I’ve been left to one conclusion – TV networks need to embrace globalisation rather than fight it for their own gains.

With the internet and social media now allowing the entire world to be connected instantaneously to each other, the delaying of broadcasting television shows overseas seems to have no valid purpose outside of marketing and profit. I can see no difficulties in the digital age involved in sending a new episode of a TV show to networks all around the world in an instant, digital pirates manage it straight after a show has gone to air.

From my understanding, the real reason studios delay each premiere is for marketing purposes. The idea seems to be that while the show can be broadcast globally, the crew behind the show can’t be sent globally to promote it all at once. Understandable but surely unnecessary in the digital age. Promotional campaigns through digital media outlets like Facebook and Twitter can lead to huge success for a show, just look at the amazing success of Glee. Not only does it hit twitter’s trending list quite often but songs from the show appear regularly in iTunes top 10 downloads. Compare this to the negative effects of ignoring social media or working against it – fans of Lost in Australia had to avoid social media and carefully choose what websites they visited to avoid having the ending spoilt before it aired in Australia. Forcing viewers to wait several days just because Channel Seven decided Wednesday would give them the best ratings is disrespectful to all the fans by putting ratings before its loyal viewers.

After the season 4 finale of Dexter in America (which aired before the season had even begun to air in Australia), I almost found out the major twist at the end on Facebook without meaning to. I won’t say how much was revealed but it definitely ruined part of the surprise. After all the work that goes into planning and scripting a series, surely the last thing networks want is to have the ending ruined for international viewers?

It is here which lies a huge part of the problem. Networks want to build buzz, they want people to talk about the show over social media – it builds up a show in amazing ways. However it builds up the show internationally not just locally. They want to do this while at the same time restricting when other viewers around the world can watch the show. It just doesn’t make sense and leads to people getting the shows online rather than through the methods the studio gets paid for. Will there be a need for national copyright restrictions on services like Hulu and American TV network websites if all viewers are seeing your show within about a day or so of its initial broadcast?

Why not open up these restrictive broadcasting borders, allow your shows to be marketed to the world as the internet and social media are already doing and make things easier for everyone?