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

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

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

by Aki Spicer on Jun 12, 2011

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