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Posts Tagged ‘television’

Live from NABShow 2010, facing huge changes in value constructions, among several major actors of the playing field, TV became more social, driven to another kind of content thinking and producing. Because audience becomes now the real influencers, because customer has, like any other sector, power to give voice and opinion, it burst the former theories of building TV. Getting it anytime, anywhere and increasing the effect of broadcasting progress, quality of picture and sound, and finding abillity to build new formats, new opportunities of consuing video, tv and online streamings, we’re facing a strong move in TV industry. Some lateral changes, and siding effects, because actors want to make other’s jobs, to add value, experience and increase their financial assets in their core business. But the essential quote now for TV, is a huge field of influencing: how medias, actors, audiences can live together and bring “social” and interactive concepts, to this industry. Trying to clear the situation, bringing some shifts like:

  • Contents, with formats and new abilities to generate audience and keep it
  • Quality: 3D, and sound improvements, bringing them to home market for a better experience ; the need for a standard to come (like HDMI 1.4 or middleware and soft enhencement with TV/box manufacturers). Like Sky said “re-defining the rule book”…; already saw large 3D screens for urban uses and ads broadcasting
  • Online web tv, video and streaming platforms and the new opportunities for entertainment, and also brand reputation, brand exposure and personal ads ; these fields is particularly impacted with mobility and mobile winning platform for tv/video entertainment (as we already see the next generation for mobile cast, in 4G)
  • Screens and equipment: LCD technology, 3D screens and cameras processing, dealing with existing settings
  • Connecting: see how IPTV boxes try to build connected platform with services, embed in manufacturers equipment ; see adb (adbglobal.com) for example or sling box with Echostar
  • Search: Google in the market for search TV, a function that never really existed, but can find a business model in targeting audience for ads, bringing search and indexation competences to TV with Dish tests-on. No evidence but the fact that everything is to come yet…
  • Ubiquity with slingloaded box from Echostar, the TV everywhere strategy for now…
  • Unseing middleware competencies, that stand the reactor for piloting datas, broadcast and services in a box/tv
  • Voice and sound improvement, despite the fact that no device yet is planned to be piloted with voice recognition, which could be an interesting feature to come. Future will tell…

Seeing Sony, including some browsing services as Google or Youtube browsing and so long, we just wonder if, filling tv with services is sufficient enough to modify behaviors, to complete convergence in “social” trends for TV. I already wrote on the subject and there’s obvious limits by now. But the increasingly involvement of people in creation (acting, doing something online, chatting, creating videos, music, art design…) is real, and boosts on the “pc-like” screens. Seems that influenced (target), now influences contents and services too: TV media always considered as one way media (one-to-many) gets wings: the ability for modern TV to be plugged on audience’s desires is a bright step toward customer relationship management. As many shows has developped licences, goodies…temptation is straight to adress the audience with added revenues like these sources.

The diagram shows us that a passive audience (influenced) become active through interactive TV and contents “home-made”, that can fill the timeline. Is TV becoming a marketplace with collaborative (in a group idea) ideas and community, I don’t think yet, keeping a private household network and enable only personal communications. But the commoditization of uses on other screens (laptops, PDA, pc) could make an envy to transform our old TV device: game box, that can be considered as individual act on screen, already did invade TV.
So the infernal machine “TV”, grows energy by users now too, by the fact that audience doesn’t want to be passive anymore and wants to give a call. TV actors must now learn to listen other things than audiences monitoring, but start to consider audience as customers who want to express themselves. Nothing special in fact, in a competitive economy trying to get attention and to keep it…

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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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Electricity deleted distances. If forecasts about TV world, many years ago seemed to be scifi ideas, they were still miles away from today’s revolution. Since first black&white issues, TV appeared like the soul’s mirror. Sometimes damn stuff, sometimes stunning. But always fascinating.

People just waited for centuries, without conscience about it, this techno’s object, like a child, scared to go further. Since first representation in antic Rome ages, where we could see various scenes, people used to like live, concrete, realtime, sometimes finding happiness in other’s misery…We learned to be an invisible actor. Passive, but excited by.

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Then times has gone. Driven by fools, the screen fever (and I might say screenS, in a exponential devices supply today), started an endless run toward what became an amazing window of the world, quiet in our sofas, sweeping distances and differences. But sometimes reshapping truth and information (each revolution has its haunted face…). Television shows us the best and…the worst. We have always to make sure we control what we do, be sure we know where is the “off” button. And consider this is a stunning evolution we can use to, for knowledge enforcement, information sharing, and entertainment. and control what we reserve to our children, being happy to do it, but in a safe way. It’s obviously a one-way communication field (all tries about feedback from viewers, in an interesting way, sustainable and safe business model has failed), which is a great advance in everywhere learning opportunity. Let’s awake these senses, let’s believe there’s a great interest in developping quality contents, and broadcast it by satellite, giving back smiles and hope to some who don’t have no more.

Television has an advance step on Web : controlling contents, and it’s probably one thing which is the most important. Not give children anything to see, like doubtful websites we can find, and keeping the target on what we search : senses, sense of having good time on a great event, and good sense to switch off light, when there’s no interest anymore…

And you, whose sense makes you react ?

 

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