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Archive for the ‘Web TV’ Category

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.

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I must admit at first, the answer would not going out from my mouth such easily…But, it’s an enough attracting field to mind some time about it. 

Considering TV phases evolutions (here, a past post), we see an amazing window of the world, of our world, and how it evolves. But causes produce effects. Effects on TV, are always user’s generated, some by fashion snifs, some by trend setters, some by random (yes sometimes…), and even by professionnals (of course !), but always in the tail of something much deeper : search of audience. Great. But which audience ? Any good head of programs, can see that there’s a lot of different audiences, just like you can find all kind of crackers on any store ! Let’s see what we can stare today about different roles of modern TV :

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– entertainment : yes, we do ; everybody does, with its own profile, themes, and daily shows. Can we act on TV ? polling, trying to be live in a show, complaining…a kind of action, which is nothing else that guided by fear of several majors networks to lose their audiences, obliged them in a shape of “customer/user” relationship,  which is not really a big deal so far.

– information : yes, too ; what kind ? too much information, drive information to be a show, more than delivering news to/from the world ; is CNN right now an information channel, or delivering fiction ? There must be a doubt about that sometimes…

– learning : yes, but there is some great differences in several countries ; I guess this is one of the most important play of TV in the next future years, to make things right by satellite anywhere, adding deserted zones, wireless…But so far, it’s more faster on the web now, and more pleasant to do. And trusty, too.  

– useless time : it exists when we use to stay and don’t come to the right decision : switch off. And this time of brain is particularly wealthy for ads performers ; no injure, no violence, “medium is message” said Mc Luhan years ago ; we just mind that it was on TV, but what…still the question. But brain is available, not in social connection, in a vegetable one 😉

– sex : yes, of course, more and more, everywhere, (in soap and ads…) ; mirror of our weird times, where no one can meet anymore but by the web, wire connected, digital profiles, sometimes unreal in SL ; so what, is this called social so far ?

So, in one word if I can, TV can broadcast all that makes a social trusty tool, but…TV gives, but doesn’t receive from anyone. You can have in one place full of interesting things, but never have to react, not even have the ability to. You can amuse, learn, lose your time (!). But so far, not the rich way, you can on social web, where all can be shared and exchanged in one minute, for free, with thanks, congrats and kindness…with the best you can find, when you have some skills to stare and listen… 

 

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The “before times”

Black and White TV has gone. At start, a tiny revolution, which was magnified with the first step on the moon’s event, has changed the world.
When I was young (not that I’m old but things go so fast…!), TV was a social meeting around information (there was often one way available…), and entertainment shows. Households, in the whole way, were driven to principal place of house, to disgust this rare moment. Right in front of the screen. No noise, no comments. Everybody was ready for the big show, a sacred event of family. Passive time of enjoy, fun and openmind to the world. From sofa.
One revolution which drives to an evolution : technology took us at one point of view, because of single channel…moved back and regression vs the choice of newspapers, and the choice of our opinions. Entertainment was soft, no porn, no violence, no drugs, everything was made for “a family moral environment”, to distress the whole bulk. Passive way in front of “under influence”. such a funny revolution…

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Politics and money go into the dance

Days have gone by, and the hypnotic power of TV has been revealed. Revealed and immediatly exploited, by “quiet strengh”, who were gonna drive the dance. Each habits have its dangerous plague : just like a twirling wind, addicted to TV flow, forgot to select any content, some part of “available brain”, which was ready to be fulfilled. There was the start of first diverges about the goal : many creatures were about to speak us with doubtfull messages : advertising, political topics and so long. The rise of TV power.
But, in the meantime, we forgot to have a conscient reflexion, about what we looked at, simply by the fact, that in our entertainment times, we want to get pleasure, we bend our natural defense and became unsuspicious. Gates are opened…
With sometimes ads which feel like entertainment…or entertainment which is sponsorized by brands.

Fashion, mirror of our minds

Then it becames a kind of fashion, daily dates, because of us : audience is made by our behaviors, we produce by ourselves, prices and conditions of the tool : if we can keep pressure on TV shows by exploding audiences, the fact is that sometimes good contents are never known, because no one take care about them. Life or Death, human judgement drives to one or other issue. And it rocks or not. And it costs or not.
And TV, reflects in someway, our principal dreams and fantasies : we take part of fashion, virtual and second life, thoughout the rythm of programs lives, and it becomes, in itself, a kind of fashion addiction. Then the bulk makes celebrity. and fashion calls fashion.

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Trash & Cash, the hard choice of making television

Because of this eternal race of recruiting new brain times, TV has to make more sensationnal crossroads. But to make nowadays, “programs-to-be-viewed-and-loved”, there’s not many fields of discovering while copying tabloids ways, without be boring stuffs. It might not, but it’s a fact that prime-time shows, all around the world (like reality shows), turn quickly to bullshit pieces, where most of the time, the speaker is the star !
TV viewers don’t want to be considered as nut anymore. They understood and learned not to be trapped in this damn spin machine.
In the same time, TV industry learned on how to struggle more, targets, with such suspicious shows : on suicide, drugs, sexuality field, and so long. It’s like, every evening, in some ways, people used to stare in trash bottom, agree with that, even love to go on, in the most organized innocence. That’s crapy stuff !

HDTV and so long : which quality for which programs ?

We found some development in technology, in the way that we improved the quality of picture definition. And fortunately, there’s still some good documentaries or sport events, which make the show !
There’s no still marketing interest if there’s no individual need : technology is never a goal in itself, it’s the way it improves your life, that makes the interest, on how it changes your behavior, your state of mind, your consumer uses. And what about HD on crapy shows…? no way

Web is born : after tech revolution, what about “content revolution” ?

Web audiences grow faster each day ; than ever. And catch million of viewers of all conditions, to get their attention elsewhere. And TV, specialized in trend discovering, showing all times better things to see, never saw threaten over there…and that’s actually really the problem.
Despite technologies which grows fast too, the final countdown is on contents ; and in the ability of finding on the web more and more, in free models, with high quality. And it’s a long history, because TV industry built the story on marketing, production and the ability of “magnify” TV rights, and not on broadcast ordinary stuffs on the flow. We already can find trash and reality web TV, did anyone find the next blockbuster or TV serial, or soccer final on the web, with such added value like channels do ?
I guess not so long, but technology is gonna help once more, to win the battle, and UGC is a further step beyond. TV now makes its market on the web, because of amator’s serial, which become famous ones. There’s a serious risk of swapping the roles : Maybe tomorrow, TV will be anything else but the “second life” of web renewal, and Web will be the first pay TV window of output deals with majors ?

Any idea for a scenario ? make the pitch.

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