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Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television

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What happens when the television we've all come to know and love begins to embrace the audience expectations wrought upon it by the Internet, mobile and social participation? You get TV 2.0: a more ...

What happens when the television we've all come to know and love begins to embrace the audience expectations wrought upon it by the Internet, mobile and social participation? You get TV 2.0: a more personal, social and participatory engagement.

Fallon's Aki Spicer, Director of Digital Strategy, Rocky Novak, Director of Digital Development, and Jacob Abernathy, Creative Technologist will reveal their hopeful vision for television's future, and outline 5 scenarios that demonstrate how TV 2.0 will evolve the ad model and commercial creativity.

*Originally presented to Minnesota Broadcasters Association in Dec 2010.

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  • @JoeFry though it don't take statistics to observe that we're all watching TV with a device in arm's reach (certainly most enviable customers that most brands are pursuing)...and whether you're distracted with the device from the show, or using the device to followup on things you see, TV is having to bend to new realities which are that TV is no longer the chief device in the room anymore. TV will do well to embrace the other devices not fight them.
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  • Although 4) '86% of TV users using mobile device as they watch' is definitely not the same as '86% of mobile Internet users are using their mobile devices simultaneously with TV' ...
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  • @AkiSpicer Sweet. 1) That is dead useful, thanks 2) I'm going to go and shoot an analyst 3) I still dont believe it but that's OK...'Facts are meaningless. You could use facts to prove anything that's even remotely true.'- H.Simpson
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  • @JoeFry: Source: Yahoo! and The Nielsen Company, January 2011, also cited in a recent Google Mobile presentation 'The Time for Mobile is Now' from Brian McDevitt, Head of Mobile Ads at Google. 86% of mobile Internet users are using their mobile devices simultaneously with TV. 1 in 4 say they are browsing content related to what they are watching. Varying other sources lately have parroted similar or very close figures, but I'd stick with Nielson - the TV metrics guys over anybody else.
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  • Surely there is no way 86% of TV viewers are using mobile device as they watch (Slide 15) ... we have been doing some work around this @collectiveldn and that sounds very high. Refs?
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    Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television Presentation Transcript

    • Fallon Brainfood—trends, ideas, opportunities, andthought leadership for our brands.Brainfood is our all-agency food-for-thought.Where we’ve been in recent years:Being Digital // Social 10 // Virtuality // Design For All //China Rising // Fall0nylitics // Mobile 10 // The iTV Opportunity //How Customer Service Will Save Luxury // Startup and Never Stop //and moreUpcoming:Coupons 2.0 // How to Make Contagious Ideas // UX and You //How to Build Apps //Missed previous Brainfoods?Go to http://www.slideshare.net/group/we-are-fallon
    • Brainfood: TV 2.0Five Scenarios for the Future of TelevisionMarch 29, 2011
    • What we’ve learned about the evolutionof TV in the age of the social Web.  The “Death” of TV is highly overrated  Evolving Reality of Digital “Co-Viewing”  Five “What If?” Scenarios for The Future of TV
    • We are…Rocky Novak Jacob Abernathy Aki SpicerDirector of Digital Development Creative Technologist Director of Digital Strategy
    • “The shock that the Internet caused [to the industry] is still not finished. Weneed to be ahead of the curve; otherwise, we will not be able to accompany the client of tomorrow.” Maurice Levy CEO, Publicis Groupe 6
    • .
    • But predictions of TV’s demisewere premature…
    • Pay people to live without TV?The reality is that people won’t go without it. 7 Days 5 Days 2 Days2 Days—the longest people would willingly go without TV(even for cash)Conclusion: TV is still a vital part of our lives, but TV is also changing.Excerpted from presentations by Razorfish at SXSW
    • Why? DNA of TV: Nine Immutable Genes. 1.  Relaxation, zoning out, passivity 2.  Conversation 3.  Events, currency, whats happening now 4.  Social, excuse to be together 5.  Stimulation and education 6.  Vicarious Experience, escapism/fantasy 7.  Passion Points 8.  Participation 9.  ConsumerismExcerpted from presentations by Razorfish at SXSW
    • Liminal Space 11
    • Brands today and tomorrow must convertviewers to users and users to advocates. Viewing Participation Advocacy But advocacy isn’t free: It comes when value compels evangelism.
    • “The Internet is not cannibalistic;it is only additive. We view the Internet as a lab for our TV network… The Internet can help the network and vice versa.” Les Moonves CEO, CBS
    • TV still dictates theconversations we’rehaving— only now, many of those conversations are digital, and thus more powerful.
    • Yet, digital and social has wrought seismic shifts upon our beloved TV. # 4 largest site # 2 largest video site 55% people have # 2 search site broadband access; 5.5B streams/month # 1 largest video site 90% by 2012 Middle-agers fastest growth 5B streams/month 55% people have 86% of TV viewers 70% of TV viewers broadband access;1/3 of our day spent online; imposed new expectations on are using mobile are Web surfing as they watch traditional TV (on-demand, DVR, 2-way, etc.) 90% byas they device 2012 watch Line between content and advertising is blurring, as is line between TV and Branded Entertainment: Webisodes, engagement Web platforms, videos as “content”
    • The best-in-class TV shows combinetheir DNA with the “people add value”principle of Web 2.0.
    • What makes these #winning ideasfor our times?
    • We are social animals.
    • Human experiences are better together.
    • The brands that are winning today understand this.
    • Because on the social Web, people add value, and the brands that win arecreating ideas and experiences that get better the more people use them.
    • So what is next for television?
    • “The future is here. It’s just not evenly distributed yet.” William Gibson Writer and Futurist 23
    • #1 Fan Couch Potato Play Along TV puts you in the game/event Social Butterfly Smarter TV, serves mood and preference Viewing Party TV puts content TVDJ Info Junkie in context of your social circle News at the + nexus ofhistoric truths Curate and AddTo TV lets users drive
    • Play along with TV and (really) getin on the action.#1 Fan
    • #1 Fan
    • Implications of #1 Fan:  Don’t just watch—play along  Go deep(er) into the action  Tight-knit community of passions  We’re all the show now  Ad-ded value, too
    • Personalized TV defined by mood, likes, andhistory—not time grid and alphabet order. Couch Potato
    • #2 Couch Potato
    • Implications of Couch Potato:  “Lean-back” meets “lean-forward”  User at the center  Hyper-contextual relevance is king  Behavioral targeting is queen  Cross-platform integration
    • TV Viewing Party puts content in contextof your social circle.Social Butterfly
    • #3 Social Butterfly
    • Implications of Social Butterfly  Let people in  Return to the “live” shared viewing experience  Social deconstruction and bookmarking  UGC forces a rethink on “piracy”  Real-time “buzz” is critical
    • Users curate, co-create, and drivethe TV show.TVDJ
    • #4 TVDJ
    • Implications of TVDJ:  Engagement beyond “The 61st Minute”  User deconstruction and bookmarking  DVR and time-displacement—our new friend  Ad-ded value, too  Content as a platform (think George Lucas and Gene Roddenberry)
    • News at the nexus of historical contextInfo Junkie +
    • “History is the only true philosophy.” Osker Spicer Father, Lifelong News Journalist 39
    • #4 TVDJ
    • Implications of Info Junkie:  News in greater context to historical nodes  Live news in context of multiple points of view  From news to truths—user-controlled deconstruction and analysis (think Politifact and Politics for Dummies)  Cross-referencing demands transparency over spin  Firehose of content unlocks sponsorship opportunities
    • Insights for advertisers from the“unevenly distributed” future of TV.  Platforms collide in content and interface  Into real life  Better together  People will be channels  Will know who were talking to  Real-time brands  Sponsors still vital  Sponsored value  :30 is a random number  30:00 and 60:00 are equally random numbers
    • Concluding notes on TV inthe age of the Internet.  TV not dead—alive and thriving  Digital is the best sidekick TV could have  “The Future” is already underway  You are now shaping what’s next
    • Thanks.
    • Lets continue the conversation. Find this and other Fallon Brainfood presentations: http://www.slideshare.net/group/we-are-fallon @rockynovak #TV2.0 @akispicer @jacobabernathy http://www.linkedin.com/in/akispicer http://www.linkedin.com/in/rockynovak http://www.linkedin.com/in/jacobabernathy http://www.fallon.com