Old TV set is out. Out of 20th century, he passed through revolutions (black&white, digital, HD, 3D…) and got some changes in uses, life and consideration. Started with information, public managed, it opened to others pleasure: entertainment, sports, discovering…Households then were completely hypnotized and caught in kind of dependance, like one said. And then this old device was hottin’, from ugliness to useless and energy consuming. At that time people was talking about “convergence”, the loneliness idea of a wired future, centralized, and started a competition in electronics manufacturers to invent this new TV device: THE screen. Where? How? but the screen. Then households turned their view to web audience…and naturally TV went to the web. People started to move, changed their social practices, became careless about the place and the moment…Mobile, mobility, then TV went to mobile.
While this was going on, facts were there: TV is not the same anymore. And even if the contents were the same, we don’t want to consume them like we did. All the sector from media and television didn’t see the web wave (like lots of sectors anyway…), thought they had to change something…but what? when and how? for who?
It quickly became the great riddle for TV value chain actors. Which contents to acquire, which rights, for what kind of usings, on which platforms and devices, and how long in terms of duration? Over for black Ford T, entering marketing and segmentation, need to make sense to believe that consumers are customers like other: because TV artifacts and rules have always been settled on fidelity, without any CRM management, and with the sole economic: audience = ads = buying intention. Brain available time for ads is not the same anymore, nor same profile and needs.
Trying to put sense into an industry that started revolution after being involved into, I tried to build a working matrix, resuming how behaves now, reflexes about television consuming.
You could be surprised but it is: it’s no talking or thinking about complexity, but really taking the influence of this new “market” of consuming TV. But where is my old housewive?…How does she can handle with such a purpose? That is, several ways of consuming television. And the real battle is not AGAINST other distribution channels, but WITH. Shaping the new landscape of TV means having imagination, beyond household. Where else, in the family, in mobility…? Fair enough, I can find my way because I can find A way of consuming MY TV.
We do and everytime, watching television, not really much more than survey scores generally speaking, but IN A BETTER WAY. That means, we’re able to choose, learn and decide when and where, and for how much time. Famous framework about triple “A” theory (Anytime, Anywhere, Any device) is more than ever, a fact. and that changes the business. We’re not talking about HD or 3D, because it’s “only” quality enhancement, while others are “ways of life”, ways of consuming. Yes of course, according to CES now, where 3D is a star product, we can see that 3D in a certain point of view, can change vision of family entertainment, globalizing services – games, interactive, learning, art, museum experience…-. But changes are there and it’s not really a small pill for the business sector.
How we receive television leads the way we consume: satellite in living room, 3G/4G in mobility, DSL in hotspots places…But the true is that we have to follow the same soaps and movies, wherever we are. And that’s why the real key for television is not really quality, but the triple A model. And what could be a simplistic draw, is in fact, determining:
- the technology needed (for broadcasters, but for public audience)
- premium rights to buy in the different program teams of these several network actors (live rights, exclusive, VOD, catchup, web window, first pay tv window, catalog…)
- equipment and wiring in household and in mobility, adding compatibility for future devices using
- key competences for media companies: doing broadcasting television has nothing to see or relevant with podcast or web tv streaming or downloading, HDTV made some revolution in several jobs and organizations, like probably 3D will do
It’s the “Rubik’s cube like” for television. Technology is already there, web is stepping like a giant (wiring, services, economy, networks), market is there too, with a huge demand on more and more services and self-learning, convergence and user’s centric functions. Maybe television has an amazing opportunity to catch some added consumers, by convergence and be the central “screen” for all household’s pleasures. My own network, whenever and wherever I want, is my concrete dream now and can be solved…we’re are at the threshold for new experiences. Social TV is taking off, with some events (Social TV Forum Europe), 3D revolution too with recent deals with ESPN, Disney’s, Discovery Channel, TLC, with CES, à Las Vegas…, and the next big event in London, on May.
Old TV is alone, while everything has changed: but contents and pictures, needs and desires are really there, for a new entertainment world.
Found an interesting source about new tv ideas…get here on agoramedia.