Five Facts about the Future of TV in the digital ecosystem
Olivier Godest, media-stands.eu expert, CEO of Guidelines
1. The economics of attention
• This is one of the main changes in the environment. There are more outlets for content but there is more content than people can consume. The challenge is to get people’s attention in an era of content snacking and multitasking across devices.
• It is a world of mobile first. Mobile is not a device, but part of the media and the one that is now most widespread. But it is not a case of either/or between TV and digital. The impact is cumulative. TV remains very important. The key is creating a love story between the two.
2. Immersion is the new engagement
• One of the challenges of the economics of attention is to get the story into people’s everyday lives. This increases visibility. The film ‘Her’ is a good example of an all-round experience where the hero falls for ‘Her’ through exposure to through many devices and media throughout the day. It is a story built around knowing the person’s character.
• Virtual reality is already here, and is the next big thing. The Sony virtual reality headset will be released in 2016. Be prepared.
3. Between storytelling and marketing
• Transmedia is a story told across more than one type of media. It blurs the line between storytelling and marketing. It is a way of developing a relationship with the audience.
• There is a range of other tools to use in association: blogs/websites, social networks, newsletters, partnerships, mobile apps – for storytelling and marketing, and paid media.
• This can be an answer to dealing with the economics of attention.
4. The value of data
• Data is valuable. There are many new sources of data to cull for incorporation in a business model and to ensure customisation.
• Brands love data and brands make money. Brands also need to produce content to get digital awareness. This will lead to more and more brand content.
• A partnership with a brand can be one way of achieving a relationship with the audience for both the brand and the content producer.
• Brands are becoming more open to subtle approaches rather than being “in-your-face” about the presentation of the brand.
• Thanks to data, marketing and storytelling are moving from search to push notifications.
5. The winning recipe
• The formula for success is to combine Content, Behaviour and Technology.
• Having a good story comes first. This universe must then be inserted into the audience’s daily route. Finally use technology to innovate and create memorable experiences.
What skills do storytellers need in this new world?
• marketing skills;
• an understanding of social media;
• a recognition that going global still requires local strategies; it is about being glocal.
• ability to build relationships, to activate small communities, to personalise and customise.