Last month, The Economist wrote a special report on the changing global landscape of television. The article reveals the undeniable winds of change that are starting to blow through TV. Unlike other traditional medias, TV is adapting to the technological change.
With all the new channels in which to consume video content, online and mobile this has changed viewers expectations. Viewers expect that they can watch what they want, when they want.However, The Economist reveals research that shows the majority of TV is still watched live and on the TV-set. Sky+Box in the UK reveals almost 85% of TV shows are viewed at the time the broadcaster sees fit to air them. 60% of shows that are Time Shifted (shows that are recorded and watch later) are viewed within a day. Why? Consumers want to watch Pop Idol when ever else does to participate in current conversations.Summary: As media fragmentation continues and video platforms and technologies increase exponentially, surprisingly the majority of video content is consumed at home via the TV set.Implications: I’ve IQ and TIVO are penetration is increasing, and using live pauses feature brands need to think of additional ways increase advertising revenue. Naked Brands: Nestle’’s uncle Toby's could have stronger opportunity for program integration. sponsor a show on one of the commercial networks and use theirs product can appear through "on-set use of the product" and an "extensive online campaign", as opposed to ads that appear only in commercial breaks
Consumer interests for online video is growing in popularity. Hulu streamed more than 1 billion videos in December 2009. This indicates the increasing desire to watch content on demand. TV and computers to merge andOnline viewing is only going to increase. Google TV is launching in 2010. Summary: Content is no longer tied into the TV networks, it’s freely available on video streaming websites. Implications: TV network need to develop their catch-up TV and move more of their content online faster, in order to stop people searching unofficial sites. Naked Brand: Big Richard condoms could create their own YouTube channel which streams ‘better sex advice’ and couples could watch them together on a big screen in their lounge room.
We tend to look at the Japanese technological trends to see what will happen in Australia. In 2009 some 43% of Japan’s population watched TV on their mobile phones. However, broadcasters expected people to use mobiles on long commutes, instead they mostly chose to use mobile in the home. Why? This is due to high-rise living arrangement, where households only have one TV-set and they can watch content in their room, and as a result mobile TV consumption has been brief and erratic. The Japanese provides as a reminder that popularity does not always translate into business success.Summary: The appeal of mobile TV is not so much that it is portable, but rather that it is personal and can be easily tailored. Surprisingly, it is mostly consumed at home. (Currently in Japan) Implications: Cultural differences between Japan and Australia need to be considered. (what can we do with that?)Naked: Snippets of cricket highlights (small highlight packages and can watch when they want)
Sport is one of the only form content that consumers are willing to pay for, not just on subscription TV, but online and on mobile. Also, sport reaches a valuable and elusive young men’s age group who’s daily media consumption of sport is double to other men who don’t watch sport. Advertisers will pay for sporting content for two reasons. 1) Sport is nearly always watched live, with little danger people will record the games and then fast-forward later. 2) Ratings are almost guaranteed. Summary: Consumers will pay for content that they want to watch, specifically sporting content drives this trend. Implications: opportunity to maxmins ppls neesds to provide content on multiple channels. (so what)Naked: Telstra could create exclusive content of the AFL players sporting lives, charge $2.20 a week mobile subscription.
Hollywood has shown that people will still pay extra for 3-D films in cinemas.3-D television penetrationwill follow the path set by high-definition TV. The technology took off slowly at first, then exploded 5 years later.What will really drive people to buy 3D sets? Sport. Watching sport in 3D will provide viewer with angels they have never seen before. A more immersive experience.Summary: 3D pictures will eventually become ubiquitous in cinemas, and will remain the occasional treat in the home.I i.e when watching movies. Implications: At home the glasses may enhance the viewing experience, but they will hinder multi-tasking when checking emails, flickering through magazines etcNaked: Coke could create a FIFA world cup and RWC ad in 3D
One of the buzz words in Hollywood these days is “Transmedia”. It refers to a kind of storytelling that goes beyond both a single platform and a single narrative. Big budget shows like ‘Lost’ pioneered the use of webisodes to flesh out minor characters. Transmedia story telling is not financially profitable in its own right, However extensions create deeper, more immersive experiences for fans.Summary: Transmedia storytelling provide deeper and more immersive brand experiences for fans.Implications: When a TV shows goes off the air, the online community that had gathered around it tends to vanish, the games and cds stop selling too. Naked: RRD could create on ad for TV and have multiple versions with different ending online and asks viewers to vote on their favourite
, TV is becoming social - the integration of TV and social media platforms is only just emerging on TV screens. Q & A on ABC encourages the audience to be a part of the discussion integrating live Twitter feeds into the program on an ongoing basis. Summary: Integration of TV and social networks platforms as a regularly part of the entertainment experience is only just emerging on TV screens.Implications:Social TV will couldprofoundly change media agencies business models the same ways Facebook revolutionised the way advertisers can target niche demographics.Naked: Yellowtail wine can create a live competition that prompts viewers to #yellowtail
Transcript of "Changing the channel"
Changing The ChannelA summary report and analysis of the changing global landscape of televisionThe Economist May 2010<br />
How do people really watch TV?<br /><ul><li> What we expect and how we behave does not aligned
Encourages viewers at home to participate in the live show
Implications: Opportunity to target niche demographics
Naked brand solution</li></ul>The integration of TV and social media platforms as a regular part of the entertainment experience is just emerging<br />
Summary<br />Content is no longer tied into the TV networks <br />With so much choice, we surprisingly watch more TV when it’s broadcasted<br />Overseas mobile trends are culturally specific<br />The trend of consumers not paying for content is challenged by sport<br />3D television penetration will grow and mainly driven by sport <br />Video content is spreading to other mediums and providing deeper, more immersive experiences.<br />TV is becoming social and interactive<br />