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The future of TV - MediaCom Lithuania


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A presentation about the emerging trends of television viewing and internet usage. Prepared by MediaCom Lithuania.

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The future of TV - MediaCom Lithuania

  1. 1. The Future of TV How is digital influencing the future of TV and vice versa? Prepared by Agnė PranulytėPicture retrieved from:
  2. 2. The future of TVEvolution of moving pictures by MediaCom Lithuania, Sep 2011• 24 hours of new video material is uploaded to YouTube every minute• Amount of new content in YouTube of 60 days is equal to the hours that three largest US networks (ABC, CNS, NBC) have produced in 60 years• YouTube is viewed more than 2 billion times a day• On Facebook 46,2 years worth of video content is watched everyday Source: The evolution of moving pictures; Blink by MediaCom, published in April 2011
  3. 3. The future of TVInteresting facts about TV by MediaCom Lithuania, Sep 2011 Source: Dry facts on TV watching; Blink by MediaCom, published in April 2011
  4. 4. The future of TVTV changes in the UK by MediaCom Lithuania, Sep 2011 Source: How Television Has Changed Over 10 Years; by Todd Olmstead, published in September 2011 on
  5. 5. The future of TVTHE challenge by MediaCom Lithuania, Sep 2011Online measurement TV measurement Picture source: Gemius Picture source: AdvantEdgeOnline video continues to gain popularity, and there are many kinds ofmeasurement available.The real challenge is to develop common tools to compare TV and onlineon a like-for-like basis.
  6. 6. The future of TV by MediaCom Lithuania, Sep 2011The future of television is bright:it will change and adapt, but notdecrease much.Internet is not going to replacetelevision as such.
  7. 7. The future of TVWhy internet is not an by MediaCom Lithuania, Sep 2011alternative to TV?• It was thought younger generations would swap TV Video viewing TV is becoming for Internet, but this has not online is an even more been the case in the western growing in the teenage passive activity because we are KEY TV world. segment – but engaging in• Today’s media consumption not as such reducing TV alternative activities when TRENDS viewing watching TV in characterized by multitasking. Concurrent The majority of media exposure both Increased consumers still popularity of VoD prefer to watch distracts us and enhances the video on a and buying of content, enables our experience of TV. TV screen and profiling and VoD has to be behavioral• Next steps are going to be cheap and targeting convenient personalizing video communication on individual and household level. Source: Trends in TV and Video On Demand; Blink by MediaCom, published in April 2011
  8. 8. “On-demand can be demanding” The future of TV by MediaCom Lithuania, Sep 2011The supply of video content has become massive - it is easy to get lost among all the videos, movies,shows, and programmes. Therefore audiences need some guidance.According to Deloitte, TV set in the living room willremain the “magnetic core” of TV watchingexperience, with an average size of the screenincreasing constantly.People like watching TV as it is broadcastedbecause they want to belong, share, and don’tmiss out – they trust that the schedules have beencrafted and edited and that there are plenty ofthings to watch at any given time.However, the latest generation, on the other hand,will be much less loyal – we have to prepare forthat. Picture retrieved from: Source:The Future of TV: How is digital changing the future of TV and can TV help shape the future of digital? Blink by MediaCom, published in April 2011; Beyond the debate: the never ending death of TV? By Lindsey Clay, Cream magazine
  9. 9. The future of TV by MediaCom Lithuania, Sep 2011What are the trends of videocontent consuming?
  10. 10. The future of TVThe way of viewing will change by MediaCom Lithuania, Sep 2011in 6 ways:  91%* of the internet population watch traditional TV TV sets and television: catch-up TV is already here during a 30-day period; 70% use some other source of video supply, too (in Italy).  64%* of population already consume both traditional The internet doesn’t replace TV – it integrates it “Sofa TV” and Catch-Up TV (in Italy).  The internet is not invaded by user-generated content. User video: popular culture drives creation and The circulation of user-generated material stems from consumption the vast amount of content created by the established content providers.  “Snack”: mainly watching traditional TV but also consuming its content via new platforms (say, New consumption styles: snack, revideo, premium YouTube). “Revideo/Catch-up”: retrieving video material from established online platforms.  A viewer with an average level of digital competencyIt’s not about the platform: content drives consumption can easily switch from one platform to another, thus what’s more important is the content that drives attention.  5%* of internet users are not watching video content New generation viewers disappear from the sofa from alternative sources only. Source: 6 new ways of watching television; Blink by MediaCom, published in April 2011 *Statistics are calculated for Italian population
  11. 11. The future of TVThe trend of two-screening by MediaCom Lithuania, Sep 2011Two-screening is watching TV with asmartphone or laptop on hand.Research shows that people givensmartphone connected to TVs werekeen to respond directly to the TVads they see (by searching for itemsin the web or placing them in theironline shopping list).TV provokes huge volumes of social Picture retrieved from: chatter, but most people will internet-simultaneously-than-ever-before.htmlprefer to conduct this via separate Conclusion: the magic combinationdevice. of TV and social media will develop, but via two-screening - people want TV sets for TV. Source: Blink by MediaCom, published in April 2011; Beyond the debate: the never ending death of TV? By Lindsey Clay, Cream magazine
  12. 12. The future of TVThe trend of asocial media by MediaCom Lithuania, Sep 2011The enhancement of personalization will flipinto hyper-individualism. Thus social mediawill become asocial media, which means thateverybody will be following the talent andseeking for a content that’s embeddable andusable, which can be republished, edited,aggregating and reformatted according toone’s own preferences.Twitter or Tumblr are the examples: peoplethere usually do not know each other – theyare just followers, searching for an attractivecontent. But there is no relationship. Source: McLuhan revisited: media messages in the post-ad age; by Jon King, Cream magazine Picture retrieved from:
  13. 13. The future of TV by MediaCom Lithuania, Sep 2011How to use those trends inmarketing?
  14. 14. The future of TVWays to stay ahead of the by MediaCom Lithuania, Sep 2011game in a digital age  Effectively combine two: TV for mass Start thinking about video- audiences, online for focused target neutral strategies groups  E.g. in Germany around 60% of 14- Recognise that young people 49 people are familiar with online are heading online content  Use different creative for the same campaign: Explore the opportunities of TV provides more passive experience, while multiple creative online invites to interact  In all EU countries (except Denmark) Consider how product brands can seamlessly weave their placement can help your brand messages into TV content  Consumers are eager to communicate about Take advantage of social media the TV content even while it’s on-air; opportunities especially during the talent shows/dance projects, etc. (in UK 54% admitted this) Source; The Future of TV: How is digital changing the future of TV and can TV help shape the future of digital? Blink by MediaCom, published in April 2011
  15. 15. The future of TVHow to engage and build by MediaCom Lithuania, Sep 2011audiences Picture retrieved from: dyn/content/gallery/2010/01/12/GA2010011201189.html Picture retrieved from: Integrate your brand into a show/TV series – become a “storyteller”. Make a use of a new generation of shows that don’t compromise on editorial integrity, but that include brands that facilitate the telling of the story. Source: Friends, kings, and the survival of the fittest; by Richard Welsh, Cream magazine Picture retrieved from: placement/
  16. 16. The future of TV by MediaCom Lithuania, Sep 2011What is happening inLithuania?
  17. 17. The future of TVLocal TV programs by MediaCom Lithuania, Sep 2011 Avg.Even though the amount of local TV viewing has been 2011 H1 TRPdecreasing for the past few years, TV is still 1 Info show 8,8considered as one of most effective medium. 2 Lottery 6,2 3 TV magazine 5,3Programs with entertainment content have been 4 Publicistic 5indeed popular recently. There are numerous dancing, 5 News 3,7singing, talent competitions, as well as locally 6 Music 3,3produced TV series. They are usually broadcasted 7 Info-analytical 2,9during the best time zones, create a considerable 8 Soap opera 2,6 9 Entertainment 2,3amount of buzz, and it is possible to seamlessly 10 Talk show 2,2integrate a brand, story, or opinion into them. 12 2011 H1 population Title 10 Axis% of total 8 6 4 2 0 TV3 LNK LTV BTV PBK TV6 LR TV TV1 Other channels Local channels 250 Avg. minutes per day 200 150 100 50 0Data Source: TNS LT, AdvantEdge
  18. 18. The future of TV Digital TV by MediaCom Lithuania, Sep 2011Data on digital content consumption in Lithuania is scarce and abstract, however, we canstill draw the following conclusions:•Even though the amount of local TV viewing has been decreasing for the past fewyears, TV is still considered as one of most effective mediums.•In the anticipation of the end of analog TV, the popularity of digital TV and IPTV isgrowing – one of the largest digital TV providers Gala increased its consumer baseby 20% in the last year.•Digital TV providers are offering a wide range of functions: • Electronic program guides (EPG) • Wireless TV • Special channels and content (concerts, news, book reviews, etc.) • Radio via TV • On-line cinema • Movies on demand • Facebook/Flickr and TV simultaneously Picture retrieved from: • Gaming • Karaoke The digitalisation of TV and the usage of IPTV possibilities is still in the development stage, but • HD the positive trend is visible. • Recording
  19. 19. The future of TV by MediaCom Lithuania, Sep 2011Catch-up TV•At the moment (owned by MTG) is the only legalplatform offering the content, broadcasted via TV3 channel. It alsooffers a mobile app for smart phones. Started only this spring, inthe end of August, 2011, it had already reached 77.235 videoviews per day, and had 24.416 unique daily visitors, who eachwatched on average 3.16 videos every day.•Some other local TV channels also allow watching a part of its content online(,•Pirate sites are thriving in Lithuania: the most popular Lithuanian ones and (which also has a catchy slogan: “sharing is caring”)Video on demand•Several news portals have sections of information in video format: has a18.22% reach of internet users in Lithuania and is mostly popular in 3 largest cities,while videos reach 4.01% of internet population and is viewed more insmall cities.
  20. 20. The future of TVLT social platform statistics by MediaCom Lithuania, Sep 2011• 960,140 registered users: 48% of all • 2028 users in Lithuania (63% less internet users in the country than in Latvia)• One app usually attracts ~10,000 • 73% of users are in Vilnius users • 72% of users – male• One user spends on average 6.43 • 72% has at least 1 check-in, 51% - at hours per month in FB least 7 check-ins.• 43% of users spends up to one hour • 48% have at least 2 badges per day in FB • 30% has a mayor status at least in• 76% of users logs in every day one place• An average user has 206 friends (1.6 times more than world average)• Average user has posted something on his/her wall 35 times, has 99 photos, is tagged in 67 photos, has attended 14.6 events
  21. 21. The future of TVSumming up: by MediaCom Lithuania, Sep 2011Despite the seemingly unlimitedopportunities that online contentbrings, the channel andprogramme brands are likely toremain a significant part of theentertainment.Therefore,Advertisers need a revisedmeasurement or trading systemthat can take into account digitalviewing alongside traditional TV-based viewing. Source: MediaCom image library
  22. 22. The future of TVSources by MediaCom Lithuania, Sep 2011• The future of TV: How is digital changing the future of TV and can TV help shape the future of digital? MediaCom white paper, April 2011• Blink magazine #2, published by MediaCom, 2011• Schrödingers cat and the never ending death of television, Cream in Focus, Cream magazine, 2011• Happy birthday, Television: 26 essential connected TV resources, by Stephanie Buck in;• Websites of local digital TV & IPTV providers (Gala, Mikrovisata, Telelanas, Skynet, PenkiTV, etc.);•, (Facebook statistics for Lithuania);• (Foursquare statistics for Lithuania);
  23. 23. The future of TV by MediaCom Lithuania, Sep 2011Thank you!Office: +370-5-260-8463Fax: +370-5-260-8247UAB Trendmark,Islandijos g. 1/Vilniaus g. 31,LT-01401 Vilnius, Photo by Justina Palinavičiūtė