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Changing the channel 4


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Changing the channel 4

  1. 1. Changing The ChannelA summary report of the changingglobal landscape of televisionThe Economist May 2010<br />
  2. 2. How do people really watch TV?<br /><ul><li> What we expect and how we behave does not aligned
  3. 3. 85% Scheduled broadcast
  4. 4. The rest are time shifting
  5. 5. Why? W want to bepart of the conversation
  6. 6. Implications: Time shifting is disrupting the ad model</li></ul>As media fragmentation continues and video platforms and technologies increase, the majority of video content is consumed at home via the TV set.<br />
  7. 7. Content is no longer tied into the TV networks <br /><ul><li>Consumer online video is growing in popularity
  8. 8. Indicates the desire to watch content on demand
  9. 9. Increasing trend as TV and computers merging
  10. 10. Implications: Develop catch-up TV faster</li></ul>Content is no longer tied into the TV networks, it’s freely available on video streaming websites. <br />
  11. 11. Overseas mobile trends are culturally specific<br /><ul><li> 43% of Japanese consumers watched mobile TV
  12. 12. Broadcasters expectations of mobile TV behaviour failed
  13. 13. Consumers snack on mobile content
  14. 14. Implications: Cultural differences needs analysis</li></ul>The appeal of mobile TV is not so much that it is portable, but rather that it is personal and mostly consumed at home. (Japan)<br />
  15. 15. The trend of consumers not paying for content is challenged by sport<br /><ul><li> Sport is content that fans are willing to pay for
  16. 16. It reaches the elusive young men’s age group
  17. 17. Big events such as FIFA still draws large audiences
  18. 18. Implications: Provide content on multiple channels</li></ul>Consumers will pay for content that they want to watch, sport specifically driving this trend. <br />
  19. 19. 3D television penetration will grow and be driven by sport <br /><ul><li>Motivation to buy 3D sets? Provide unseen angles and enhance the experience
  20. 20. 3D penetration will follow the path of HDTV
  21. 21. Implications: Glasses will hinder the experience while multi-tasking </li></ul>Although in the future TV sets will offer 3D, most viewers will use the capabilities during special events <br />
  22. 22. Television is spreading in new directions<br /><ul><li>The concept of Transmedia story telling
  23. 23. Lost pioneered webisodes
  24. 24. Not financially profitable
  25. 25. TV ecosystem, when TV goes off air other channels vanish
  26. 26. Implication: Invite consumers to participate in our comms </li></ul>Transmedia storytelling provides deeper and more immersive brand experiences for fans<br />
  27. 27. TV is becoming social and interactive<br /><ul><li>Social TV is integrating social networking tools as part of TV shows
  28. 28. Q&A incorporates Twitter and video uploads
  29. 29. Encourages viewers at home to participate in the live show
  30. 30. Implications: Opportunity to target niche demographics</li></ul>The integration of TV and social media platforms as a regular part of the entertainment experience is just emerging<br />
  31. 31. 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 />
  32. 32. The End!<br />