The Future Of Tv (Cg)

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The future of tv, online video seminar presentation by Christian Godske 26.11.2009 at online video seminar by Virta Mediacommunity & Nelonen

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The Future Of Tv (Cg)

  1. 1. Are you ready for the next generation of TV? Christian Godske, Digital Evangelist Virta / MediaCom Nordic Group ONLINE VIDEO 2010 –seminaari 26.11.2009
  2. 2. The death of mass media?
  3. 3. Toto, I’ve got a feeling we’re not in Kansas anymore The Wizard of Oz
  4. 4. How we used to do things
  5. 5. But what has changed – it used to work?!
  6. 6. ”Freedom!” We used to be in control of what they saw, when they saw it and and where We used to control the message to tell our side of the story And they listened … because they had no other options
  7. 7. THE NEW WORLD ORDER
  8. 8. The new marketing currency will be return on attention
  9. 9. But where have the audience gone?
  10. 10. they didn’t really leave - but there’s no single mass media anymore
  11. 11. Happy with current TV? - The Chasm!
  12. 12. Online video has the highest growth rate of all digital content eo will By 2 011 online vid ic and be secon d only to mus of usage N ews in terms
  13. 13. Online video demographics 30 25 Percentage of internet users 20 Percentage watching online video 15 10 5 0 Age range 15-24 25-34 35-44 45-54 55-64 65+
  14. 14. Creating content for younger – timeshifting for all
  15. 15. What is ’social TV’?
  16. 16. Audiences expect reward, reward of experience, reward of enrichment, reward of interaction, reward of fantasy, reward of freedom, reward of expression, customization and personal creativity. Increasingly the expectation is for an individual to manage and control the media and messages around them
  17. 17. This is social! (but somewhat outdated) Page 19
  18. 18. The dream-machine = Technology + Social
  19. 19. Your personal filter For those who don’t remember a life before Starbucks, this is what filters for oldfashioned coffee machines looked like
  20. 20. Your personal filter Technology Friends And even more interesting When these two work together
  21. 21. This is not Facebook ... But it makes perfect sense to integrate with Facebook
  22. 22. Thu 28 rsda y, Nov emb
  23. 23. Social TV also spawns new content
  24. 24. Where’s advertising in all this?
  25. 25. What do the consumers say?   They mostly accept advertising as a part of the online TV package   94% prefers advertising funded content, rather than having to pay for it -  63% would however appreciate shorter ads
  26. 26. What do the consumers say?   They mostly accept advertising as a part of the online TV package   94% prefers advertising funded content, rather than having to pay for it -  63% would however appreciate shorter ads
  27. 27. And sometimes the vision is right – but it just turns out unexpectedly g news From breakin orno To gossip , sleaze and p
  28. 28. YouTube
  29. 29. YouTube
  30. 30. So what’s the current state of play?
  31. 31. We’re here!
  32. 32. This is not the end of television The media transforms We WILL need new thinking in terms of formats, planning and measurement – with the consumer in the center and thinking TV as more than a one-way channel But ultimately total time in front on a screen will increase
  33. 33. We’re not in the business of keeping media companies alive. We’re in the business of connecting our customers Trevor Edwards, VP Global Brand Nike
  34. 34. MediaCom Digital Evangelist Christian Godske christian.godske@mediacom.dk +45 23 22 92 13 / http://delicious.com/Godske
  35. 35. Virta Mediacommunity Oy Unioninkatu 24 00130 Helsinki visit our site: virtamedia.com read our blog: virtamediacommunity.blogspot.com follow us on twitter: twitter.com/virta

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