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Richard Kastelein (Agora Media Innovation) @ CMC Connected TV
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Richard Kastelein (Agora Media Innovation) @ CMC Connected TV

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Presentatie van Richard Kastelijn tijdens het iMMovator Cross Media Cafe Connected TV (7 februari).

Presentatie van Richard Kastelijn tijdens het iMMovator Cross Media Cafe Connected TV (7 februari).

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  • 1. The Second Screen – Social TV, Play-along TV, Companion TV and Transmedia in EuropeRichard Kastelein Managing Director – Agora Media Innovation Ltd. London, UK UK President – Connected TV Marketing Association (CTVMA) Publisher – www.appmarket.tv Columnist – Association of International Broadcasting Magazine, The Channel.February 2012 – Hilversum, Netherlands CONNECTED TV AND CONSUMERS – HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012
  • 2. CONNECTED TV AND CONSUMERS –HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012
  • 3. Discover today’s “Game Changers” - the latest technology drivenproducts/services with the power to transform consumer behaviour and the potential to disrupt the TV business as we know it today. Print media was hit hard and the Music Industry has faced huge disruption in the past few years. Is TV next? Many pundits think so - and heres a chance to meet some of thecompanies that might just democratize the living room entertainment experience. CONNECTED TV AND CONSUMERS – HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012
  • 4. The Storm is a‟ ComingShotsberger (2000) reported that though it Radio took 38 years to reach 50 million listeners. TV took 13 years to reach 50 million viewers.The Internet took four Years, iPod took three years…Facebook added 100 million users in less than 9 months and iPhone applications hit 1 billion in 9 months. How long before 100 million Tablets and Smart Phones appear in front of 100 million Smart TVs? Not as long as you think…. 2013 most likely. CONNECTED TV AND CONSUMERS – HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012
  • 5. The future of TV…the next 5 + years Cloud services will make „video everywhere‟ a reality. “The second screen will act as a universal remote control - in the home and out…” EPG and content discovery will move to the second screen. Longtail metadata creation and curation will become a brand necessity. Linear TV will not die - it will become social, participative and curated… Second screen engagement will drive curated experiences and new monetisation models. CONNECTED TV AND CONSUMERS – HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012© 2011 Agora Media Innovation Ltd
  • 6. A connected world with TVEverywhere and new gatekeepers in the living room. CONNECTED TV AND CONSUMERS – HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012
  • 7. Technology Technologydisrupted every disrupted everyfacet of the music facet of the printbusiness, media business,challenging old challenging oldmodels and models andcreating new creating new ones.ones. •News and print media discovery and consumption has rapidly shifted from print newspapers and magazines to•Music discovery rapidly shifted from MTV/radio to the the internet and especially social media.internet, iTunes and especially social media. •Traditional publishers have tried to adopt pay structure to the•Artists adopted direct-to-fan models and cutting out the Internet with limited success.middleman altering the value chain. •A growing population creating content via blogs and social•A growing population is consuming music via streaming media competing with the traditional value chain.rather than “owning” it. •As print newspaper and magazine, professional journalists•As record sales decline, ticket sales have been growing. Live and have shifted to PR and professional photographers are doingMerchandising are the new oil in the industry. more weddings.•Labels are trying to diversify their revenue away from recorded •Traditional print publishers are trying to diversify their revenuemusic, while promoters and managers are expanding into label-like away from print and moving to video and multiplatform tomodels. compete with TV. CONNECTED TV AND CONSUMERS – HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012
  • 8. Do you think the TV Industry will not bedisrupted … or let‟s say Democratised?Of course it will. And the stakes are huge. Theintersection of the web and linear broadcast TV isfundamentally going to change the way TV is foundand consumed.For fifty years, nothing much has changed. Brands buy TV time viaagencies. Broadcasters and Pay TV incumbents collect billions. Contentproducers create. There‟s been no direct route between creatives andfans in TV.But that‟s about to change… And technology is going to drive it.Consumers want more. Scarcity will die. CONNECTED TV AND CONSUMERS – HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012
  • 9. What does this mean for Third Party Developers Migrating from the Web?• Changes in gatekeeper roles of the living room TV meana new world of open SDK‟s and API‟s via CEmanufacturers such as Samsung, Panasonic, LG, Philips,Sharp, Microsoft, Sony and more.• New sources of funding from Venture Capitalists lookingtowards disruption of the TV industry and seeing theglobal TV Ad spend of 200 Billion dollars as up for grabs.• TV App standards and infrastructure very similar toApple and Google frameworks – and about 80 per centHTML-based code. CONNECTED TV AND CONSUMERS – HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012
  • 10. What does this mean for Independent content producers?• Changes in gatekeeper roles of the living room TV withmore competition via the Internet. More routes toviewers.•New possibilities in forming direct relationships withbrands and agencies, who are looking for alternatives tothe 30 second spot via branded content.•New devices such as the iPad providesimilar, rich, viewing experiences to consumers bothwatching streaming video and second screen applications. CONNECTED TV AND CONSUMERS – HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012
  • 11. What does this mean for Brands and Agencies?• Brands are more likely to go direct to consumer withbranded content – Red Bull has an inventory of 1000episodes of content which is sells at MIPTV and MIPCOM.• The 30 second spot is dead. Agencies will have to domore than just toss propaganda at a broadcaster andhedge on unquantifiable data from Nielson and BARB.• Second Screen behavior on the rise will acerbate thetradition 30-second spot structure as more people moveto multiplatform and engage on second screens duringcommercials. CONNECTED TV AND CONSUMERS – HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012
  • 12. What does this mean for Broadcasters and Pay TV?• Broadcasters currently own the relationship with thebrands and they need to work to keep it.• Broadcasters need to own the second screen. But theyare not moving fast enough to do so. Their 200 billion inglobal ad spend is up for grabs. Who wants it?• They need to operate with more agility and crossdepartment. Silos don‟t work in a multiplatformengagement world. CONNECTED TV AND CONSUMERS – HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012
  • 13. Currently: What is happeningWe believe that the new value chain emerging in TV, will share much in common with the retail value chain. Customers Content Production Customers Infrastructure Customers Engagement Creation Monetisation Monetisation Remote Controle.g. Endemol, Red Bull Data Capture Data Capture Device affinity CE Mr. C Creators Retailers Distributors Potato Devices Content Purchasing Advertising Commerce Its currently a market being played out… CONNECTED TV AND CONSUMERS – HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012
  • 14. Creators Retailers Distributors CE Devices Maintaining traditional economics – rights, release windows  Exploring new incremental revenue streams  Exploring opportunities to go direct to consumer CONNECTED TV AND CONSUMERS – HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012
  • 15. Creators Retailers Distributors CE Devices  Broadcasters are being turned into Retailers Broadcasters traditional revenue streams are threatened  Retailing is becoming an open market Video on Demand will be differentiated on price & brand CONNECTED TV AND CONSUMERS – HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012
  • 16. Creators Retailers Distributors CE Devices  Analogue being switched off  DTT development  Satellite – Set top box and standalone  Telecoms – IPTV and OTT, HybridCONNECTED TV AND CONSUMERS – HILVERSUM,NETHERLANDS – FEBRUARY 7, 2012
  • 17. Creators Retailers Distributors CE Devices  Multiple Connected device brands  Smart and Connected TVCONNECTED TV AND CONSUMERS – HILVERSUM,NETHERLANDS – FEBRUARY 7, 2012
  • 18. Connected DevicesMicrosoft Sony Nintendo Apple TV Connected Blu-ray DiskXbox 360 Playstation3 Wii TV PlayerGames Games Console Game Console Media Internet Disk PlayerConsole Streamer Connected Set with Internet Connection44.6m 41.6m 75m 250,000 since 10m shipped 5m shippedWorldwide Worldwide Worldwide re-launch Europe Europe Sourced from Decipher www.decipher.co.uk CONNECTED TV AND CONSUMERS – HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012
  • 19. Discover today’s “Game Changers” - the latest technology drivenproducts/services with the power to transform consumer behaviour and the potential to disrupt the TV business as we know it today. Print media was hit hard and the Music Industry has faced huge disruption in the past few years. Is TV next? Many pundits think so - and heres a chance to meet some of thecompanies that might just democratize the living room entertainment experience. CONNECTED TV AND CONSUMERS – HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012
  • 20. The Reports - 50 per cent of Tablet Owners View Both Feature-Length Movies and TV Shows on the Device - Report: Huge Gaps in Multiplatform TV Delivery Capability by US Broadcasters - Four in Five UK kids watch TV On Demand - BBC and CBBC iPlayers- Study: 80 per cent of UK Teens Use Second Screen to Communicate with Friends when Watching Television - Ericsson study shows On-Demand as next TV service and tablets as remote - Almost Half of All British Using Social Media While Watching TV - Study: 30 Percent of All US Households Already Have TV Connected to Internet CONNECTED TV AND CONSUMERS – HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012
  • 21. The Timeline2011: Connected Devices will account for 70 percent of CE Device Market Value 2011 2013: TV Applications and Widgets Market Worth over €1 Billion Euro by 2013 2014: Web-to-TV Video Content Revenue will grow by 750% to $17 billion by 20142014: Report: Global Connected TV Shipments to Grow 58% Annually Through 2014 2014: 47 million European Households will have Connected TV by 2014 2014: Installed “Smart TV” to Reach Over 230 Million by 2014, Says In-Stat 2015: Report: Half Billion Connected devices sold by 2015 2015: Report: Ads in Apps - €8.5 billion market by 2015 2016: Participation TV To Generate $2.9 Billion By 2016 2017: Report: Global Market for IPTV to Reach $81.2 Billion by 2017 CONNECTED TV AND CONSUMERS – HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012
  • 22. SECOND SCREEN ENGAGEMENT There is certainly crossover in all these different areas. And I think the winner, the one who wins the second screen - whether that be an incumbent or a disrupter - will weave a tapestry from all of them.CONNECTED TV AND CONSUMERS – HILVERSUM,NETHERLANDS – FEBRUARY 7, 2012
  • 23. Seventy percent of tablet owners and 68 percent of smartphone owners said they use their devices while watching television. CONNECTED TV AND CONSUMERS – HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012
  • 24. PLAY-ALONG TV2 screen synchronicity – Million Pound Drop, Intuition, The VoiceWell done to the Million Pound Drop for winning the Digital Creativity awards at BAFTA, anaward that incorporated all aspects of social media, interactivity, multi-media and audienceparticipation. As the show is broadcast live, viewers are encouraged to play along online at the same time with statistics on their performance appearing on screen during the broadcast and being read out. Online players receive no prize money. Hundreds of thousands of people play on a second screen during the live show. CONNECTED TV AND CONSUMERS – HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012
  • 25. PLAY-ALONG TV 2 screen synchronicity – Million Pound Drop, Intuition, The Voiceintuïtie („Intuition‟ in English) was a groundbreaking Dutch daytime gameshow in which the viewersare the contestants. Viewers can play for free using their laptop or smartphone. The show testedviewers‟ gut instincts with picture-based questions on people and places. Everyone who took part in the show won prize vouchers; the number of vouchers won was determined by the audience‟s average score. Intuïtie was developed by Freemantle‟s Screenpop and uses Ex Machina‟s PlayToTV platform. Two-screen TV show described as a game-changing idea Purpose To create a shared experience for viewers with a two- screen, real-time TV game that tests the intuition of the audience. CONNECTED TV AND CONSUMERS – HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012
  • 26. + THANK YOU!We inspire, create and deliver convergent strategies CONNECTED TV AND CONSUMERS – HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012
  • 27. +What We DoWe inspire, create and deliver convergent strategies CONNECTED TV AND CONSUMERS – HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012
  • 28. Production Companies Broadcasters and Telco and Broadcasters Goodchild is a multi-award Johnson specialises in television winning independent 360 Social and Community Product Development and showrunner and digital strategist Delivery. Johnsons unique for TV, web, mobile and IPTV.+ Kasteleins roots in innovative, experience helping productise, He is a leading light in the UKs interactive date back to his work design and deliver UKs Lovefilm media industry - implementing at Interactive Chat Systems in to Connected TV. He is a leading the worlds first factual 2007 -. He founded Appmarket.tv multi-platform analyst and interactive TV programme: – a leading portal for Connected contractor where Web meets TV Walking With Beasts which TV, TV Apps, Multi-platform, and has worked with the likes of won him a BAFTA - he thenWho We Are Social TV and Transmedia in BSkyB, BBC, HiT Entertainment went on to set up BBC Factuals early 2010. He was Winner of the and ESPN. Johnson, a speaker iTV unit. More recently he 2010 Deloitte Tech., Media & on the international TV circuit. headed up all of BBC Childrens Telcom (TMT) Predictions for interactive services. Entrepreneurs in and recently a Finalist at IBCs Paul Johnson | Partner Marc Goodchild| Partner ConnectedWorld.TV Personality of the Year Hamacher heads up the Johnson is an expert in brand Brands and Agencies Publishing publishing side of Agora Media engagement planning & multi- Group and is both Editor-in-Chief Richard Kastelein | Partner screen consumer interactivity, inc of Appmarket.tv site and PR 2-screen /OTT TV - strategy to Director. A Broadcast Journalist execution - Formerly he was the and Field Producer at the BBC, Business Director, Branded she was also a former Writer and Content at Ogilvy & Mather, Producer at the BBC World Commercial Director at Edward Service News, Discovery Cavendish, Brand & Advertising Channel, a Television Director - EMEA at Motorola and Producer/Director at Mentorn,We inspire, create and deliver convergent strategies Global Brand Director at Allied - and Travel Channel International. Lyons. She was IPC writer of the year in 1990. Keith Johnson| Partner Adriana Hamacher| Partner CONNECTED TV AND CONSUMERS – HILVERSUM, NETHERLANDS – FEBRUARY 7, 2012