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Changing the channel


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Changing the channel

  1. 1. Changing The ChannelA summary report and analysis of the changing global 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. Be part of the conversation
  6. 6. Implications: Time shifting is disrupting the ad model
  7. 7. Naked brand solution</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 />
  8. 8. Content is no longer tied into the TV networks <br /><ul><li>Consumer online video is growing in popularity
  9. 9. Indicates the desire to watch content on demand
  10. 10. Increasing trend as TV and computers merging
  11. 11. Implications: Develop catch-up TV faster
  12. 12. Naked brand solution</li></ul>Content is no longer tied into the TV networks, it’s freely available on video streaming websites. <br />
  13. 13. Overseas mobile trends are culturally specific<br /><ul><li> 43% of Japanese consumers watched mobile TV
  14. 14. Broadcasters expectations of mobile TV behaviour failed
  15. 15. Consumers snack on mobile content
  16. 16. Implications: Cultural differences needs analysis
  17. 17. Naked brand solution</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 />
  18. 18. 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
  19. 19. It reaches the elusive young men’s age group
  20. 20. Big events such as FIFA still draws large audiences
  21. 21. Implications: Provide content on multiple channels
  22. 22. Naked brand solution</li></ul>Consumers will pay for content that they want to watch, sport specifically driving this trend. <br />
  23. 23. 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
  24. 24. 3D penetration will follow the path of HDTV
  25. 25. Implications: Glasses will hinder the experience while multi-tasking
  26. 26. Naked brand solution</li></ul>Although in the future TV sets will offer 3D, most viewers will use the capabilities during special events <br />
  27. 27. Television is spreading in new directions<br /><ul><li>The concept of Transmedia
  28. 28. Lost pioneered webisodes
  29. 29. Not financially profitable
  30. 30. TV ecosystem, when TV goes off air other channels vanish
  31. 31. Implication: Invite consumers to participate in our comms
  32. 32. Naked brand solution</li></ul>Transmedia storytelling provides deeper and more immersive brand experiences for fans<br />
  33. 33. TV is becoming social and interactive<br /><ul><li>Social TV is integrating social networking tools as part of TV shows
  34. 34. Q&A incorporates Twitter and video uploads
  35. 35. Encourages viewers at home to participate in the live show
  36. 36. Implications: Opportunity to target niche demographics
  37. 37. 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 />
  38. 38. 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 />
  39. 39. The End!<br />