On demand

June 2022

Perhaps like many of you, I spent much of this winter huddled in front of my television. Although not very healthy, due to pandemic restrictions there was little to no choice in terms of recreation. I became very adept at watching my favourite shows while riding my bike, ironing and even when cooking. (the outcome wasn’t always the best)

My largest expenditure has changed from buying shoes to subscribing to streaming services. I don’t want to miss even one episode so I have them all. To keep my interest, and salvage some brain function, I began watching more documentaries. I was in awe at the stories, information and subject matter. Some of it left me feeling a little bit uncomfortable, realizing that anything can happen and probably will somewhere and sometime. Watch some true crime and you will know what I mean.

When this all began I could pick the shows I wanted to watch and binge a few days away going through episode after episode. And I gained a great appreciation for the shows that stream the totality of the series. I could watch when I wanted and, after all, this truly is the meaning of on-demand. In fact the definition is “as soon as or whenever required”.

As many of you are aware, on-demand is now more designated weekly episodes making me ponder the fact that we have not moved beyond the year when we awaited the answer to who shot JR. (you may have to explain this to the millennials or younger) We waited an entire summer to find out the answer to what, undoubtedly, was the biggest question of the year. We didn’t know on-demand then, but I would guess we would have really appreciated the answer to the big question a lot sooner.

Now with summer approaching, and I am holding out all hope we will see a summer this year, we should be spending more time outside and not watching the tube. (again a term you may have to explain to the non baby boomers) I am hopeful that content developers will work overtime to get the fall’s lineup ready to go and truly available on- demand.

I propose we all get outside, enjoy the weather and read a few good books. At least most of these finish their story cover to cover. Or at least those that I select do.

Have a great summer everyone!

Sue Prodaniuk is a marketing, advertising and communications consultant. She can be reached at sprodaniuk@shaw.ca.

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