Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television


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What happens when the television we've all come to know and love begins to embrace the audience expectations wrought upon it by the Internet, mobile and social participation? You get TV 2.0: a more personal, social and participatory engagement.

Fallon's Aki Spicer, Director of Digital Strategy, Rocky Novak, Director of Digital Development, and Jacob Abernathy, Creative Technologist will reveal their hopeful vision for television's future, and outline 5 scenarios that demonstrate how TV 2.0 will evolve the ad model and commercial creativity.

*Originally presented to Minnesota Broadcasters Association in Dec 2010.

  • @JoeFry though it don't take statistics to observe that we're all watching TV with a device in arm's reach (certainly most enviable customers that most brands are pursuing)...and whether you're distracted with the device from the show, or using the device to followup on things you see, TV is having to bend to new realities which are that TV is no longer the chief device in the room anymore. TV will do well to embrace the other devices not fight them.
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  • Although 4) '86% of TV users using mobile device as they watch' is definitely not the same as '86% of mobile Internet users are using their mobile devices simultaneously with TV' ...
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  • @AkiSpicer Sweet. 1) That is dead useful, thanks 2) I'm going to go and shoot an analyst 3) I still dont believe it but that's OK...'Facts are meaningless. You could use facts to prove anything that's even remotely true.'- H.Simpson
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  • @JoeFry: Source: Yahoo! and The Nielsen Company, January 2011, also cited in a recent Google Mobile presentation 'The Time for Mobile is Now' from Brian McDevitt, Head of Mobile Ads at Google. 86% of mobile Internet users are using their mobile devices simultaneously with TV. 1 in 4 say they are browsing content related to what they are watching. Varying other sources lately have parroted similar or very close figures, but I'd stick with Nielson - the TV metrics guys over anybody else.
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  • Surely there is no way 86% of TV viewers are using mobile device as they watch (Slide 15) ... we have been doing some work around this @collectiveldn and that sounds very high. Refs?
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Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television

  1. 1. Fallon Brainfood—trends, ideas, opportunities, and thought leadership for our brands. Brainfood is our all-agency food-for-thought. Where we’ve been in recent years: Being Digital // Social 10 // Virtuality // Design For All // China Rising // Fall0nylitics // Mobile 10 // The iTV Opportunity // How Customer Service Will Save Luxury // Startup and Never Stop // and more Upcoming: Coupons 2.0 // How to Make Contagious Ideas // UX and You // How to Build Apps // Missed previous Brainfoods? Go to http://www.slideshare.net/group/we-are-fallon
  2. 2. Brainfood: TV 2.0 Five Scenarios for the Future of Television March 29, 2011
  3. 3. What we’ve learned about the evolution of TV in the age of the social Web.   The “Death” of TV is highly overrated   Evolving Reality of Digital “Co-Viewing”   Five “What If?” Scenarios for The Future of TV
  4. 4. We are… Rocky Novak Director of Digital Development Aki Spicer Director of Digital Strategy Jacob Abernathy Creative Technologist
  5. 5. “The shock that the Internet caused [to the industry] is still not finished. We need to be ahead of the curve; otherwise, we will not be able to accompany the client of tomorrow.” Maurice Levy CEO, Publicis Groupe 6
  6. 6. .
  7. 7. But predictions of TV’s demise were premature…
  8. 8. Pay people to live without TV? The reality is that people won’t go without it. 7 Days 5 Days 2 Days 2 Days—the longest people would willingly go without TV (even for cash) Conclusion: TV is still a vital part of our lives, but TV is also changing. Excerpted from presentations by Razorfish at SXSW
  9. 9. Why? DNA of TV: Nine Immutable Genes. 1.  Relaxation, zoning out, passivity 2.  Conversation 3.  Events, currency, what's happening now 4.  Social, excuse to be together 5.  Stimulation and education 6.  Vicarious Experience, escapism/fantasy 7.  Passion Points 8.  Participation 9.  Consumerism Excerpted from presentations by Razorfish at SXSW
  10. 10. 11 Liminal Space
  11. 11. Viewing Participation Advocacy Brands today and tomorrow must convert viewers to users and users to advocates. But advocacy isn’t free: It comes when value compels evangelism.
  12. 12. “The Internet is not cannibalistic; it is only additive. We view the Internet as a lab for our TV network… The Internet can help the network and vice versa.” Les Moonves CEO, CBS
  13. 13. only now, many of those conversations are digital, and thus more powerful. TV still dictates the conversations we’re having—
  14. 14. 1/3 of our day spent online; imposed new expectations on traditional TV (on-demand, DVR, 2-way, etc.) Branded Entertainment: Webisodes, engagement platforms, videos as “content” # 4 largest site # 2 search site # 1 largest video site 5B streams/month 70% of TV viewers are Web surfing as they watch # 2 largest video site 5.5B streams/month Middle-agers fastest growth Line between content and advertising is blurring, as is line between TV and Web Yet, digital and social has wrought seismic shifts upon our beloved TV. 55% people have broadband access; 90% by 2012 55% people have broadband access; 90% by 2012 86% of TV viewers are using mobile device as they watch
  15. 15. The best-in-class TV shows combine their DNA with the “people add value” principle of Web 2.0.
  16. 16. What makes these #winning ideas for our times?
  17. 17. We are social animals.
  18. 18. Human experiences are better together.
  19. 19. The brands that are winning today understand this.
  20. 20. Because on the social Web, people add value, and the brands that win are creating ideas and experiences that get better the more people use them.
  21. 21. So what is next for television?
  22. 22. “The future is here. It’s just not evenly distributed yet.” William Gibson Writer and Futurist 23
  23. 23. #1 Fan Couch Potato Social Butterfly TVDJ Play Along TV puts you in the game/event Smarter TV, serves mood and preference Viewing Party TV puts content in context of your social circle Curate and AddTo TV lets users drive Info Junkie News at the nexus of historic truths +
  24. 24. Play along with TV and (really) get in on the action. #1 Fan
  25. 25. #1 Fan
  26. 26. Implications of #1 Fan:   Don’t just watch—play along   Go deep(er) into the action   Tight-knit community of passions   We’re all the show now   Ad-ded value, too
  27. 27. Personalized TV defined by mood, likes, and history—not time grid and alphabet order. Couch Potato
  28. 28. #2 Couch Potato
  29. 29. Implications of Couch Potato:   “Lean-back” meets “lean-forward”   User at the center   Hyper-contextual relevance is king   Behavioral targeting is queen   Cross-platform integration
  30. 30. TV Viewing Party puts content in context of your social circle. Social Butterfly
  31. 31. #3 Social Butterfly
  32. 32. Implications of Social Butterfly   Let people in   Return to the “live” shared viewing experience   Social deconstruction and bookmarking   UGC forces a rethink on “piracy”   Real-time “buzz” is critical
  33. 33. Users curate, co-create, and drive the TV show. TVDJ
  34. 34. #4 TVDJ
  35. 35. Implications of TVDJ:   Engagement beyond “The 61st Minute”   User deconstruction and bookmarking   DVR and time-displacement—our new friend   Ad-ded value, too   Content as a platform (think George Lucas and Gene Roddenberry)
  36. 36. News at the nexus of historical context Info Junkie +
  37. 37. “History is the only true philosophy.” Osker Spicer Father, Lifelong News Journalist 39
  38. 38. #4 TVDJ
  39. 39. Implications of Info Junkie:   News in greater context to historical nodes   Live news in context of multiple points of view   From news to truths—user-controlled deconstruction and analysis (think Politifact and Politics for Dummies)   Cross-referencing demands transparency over spin   Firehose of content unlocks sponsorship opportunities
  40. 40. Insights for advertisers from the “unevenly distributed” future of TV.   Platforms collide in content and interface   Into real life   Better together   People will be channels   Will know who we're talking to   Real-time brands   Sponsors still vital   Sponsored value   :30 is a random number   30:00 and 60:00 are equally random numbers
  41. 41. Concluding notes on TV in the age of the Internet.   TV not dead—alive and thriving   Digital is the best sidekick TV could have   “The Future” is already underway   You are now shaping what’s next
  42. 42. Thanks.
  43. 43. http://www.slideshare.net/group/we-are-fallon Let's continue the conversation. #TV2.0 @akispicer http://www.linkedin.com/in/akispicer http://www.fallon.com Find this and other Fallon Brainfood presentations: @rockynovak http://www.linkedin.com/in/rockynovak @jacobabernathy http://www.linkedin.com/in/jacobabernathy