THE FUTURE OF TV
IT’S THE BATTLE OF THE CENTURY, AND THE FRONT LINE IS OUR LIVING ROOM.
BILLIONS ARE AT STAKE AS MEDIA GIANTS, TECH TITANS AND INTERNET
INNOVATORS REVOLUTIONISE THE FUTURE OF TV
I think there'll be more change in television in the next
five or 10 years than the last 25 years combined”
CEO Comcast Corp.
“Is Social Media a Fad?
Or the biggest shift since the Industrial Revolution?”
‘‘Technology is shifting the power away from the
editors, the publishers, the establishment, the
Now it’s the people who are in control”
Wired Magazine, July 2006
Radio took 38 years to reach 50 million listeners
TV took 13 years to reach 50 million viewers
The Internet took 4 years to serve 50 million users
iPod took 3 years to reach 50 million users
Facebook - 200 million users in less than a year
iPhone hit 1billion Apps in 9 months
The internet changed the music industry and disrupted every facet of the
print media business, challenging old models and creating new ones.
Music discovery rapidly shifted from radio, Music TV to
the Internet, iTunes through to streaming social media
• Artists adopted direct-to-fan models and cutting out the
middleman altering the value chain.
• A growing population is consuming music via streaming
rather than “owning” it.
• As record sales decline, ticket sales have been growing.
Live and Merchandising are the winners in the industry.
• Traditional publishers have tried to adopt
pay structure to the Internet with limited
• A growing population creating content
via blogs and social media competing
with the traditional value chain.
• Traditional print publishers are trying to
diversify their revenue away from print
and moving to video and multi-platform
to compete with TV.
News and print media discovery and consumption has
rapidly shifted from print newspapers and magazines to
the Internet and Social Media.
Will TV be the next disrupted Industry?
• Hell yes!
• The intersection of the Web and linear broadcast TV
is fundamentally going to change the way TV is
found and consumed.
• New sources of funding from Venture Capitalists
looking towards disruption of the TV industry and
seeing the global TV Ad spend of 200 Billion dollars
as up for grabs.
• Advertisers and production companies will move
hard and fast to the second screen – a device
independent of the TV – and become an integral
part of the TV experience.
Global TV Ad Revenue
ZenithOptiemedia, April 2012
Global Pay TV Revenue
ABIresearch, June 2011
TV Hardware Sales
DisplaySearch, April 2011
TV Revenues at Stake
•Broadcasters currently own the relationship with the brands and they need to
work hard to keep it this way. This may prove to be an uphill battle with TV ad
spend currently depending on fuzzy math and Nielsen, GfK ratings.
•Broadcasters need to own the second screen, but they are not moving fast
•Brands are more likely to go direct-to-consumer with branded content.
•Brands are going to become more familiar with a new methods such as
‘Game Mechanics’, ‘Multi-platform Engagement’, ‘Analytics’, ‘Social TV’ and
•Second Screen behaviour will challenge the traditional 30-second spot
structure as more people move to multi-platform and engage on second
screens during commercials.
What does this mean to...
• Social TV is described as when a viewer is engaging with a second screen (smartphone,
tablet, etc) while viewing TV (the first screen).
• Social TV has transformed TV from a one-way communication system to an interactive
dialogue where TV watchers play an important role in co-creating the viewership
• Social TV is helping to bridge media with data, generating a goldmine of statistics and
information for marketers to profit from and optimise campaigns.
Second screen engagement will drive interactive TV
experiences and new monetisation models.
EPG, content discovery and content consumption will move to
the second screen.
Linear TV will not die - it will become social and participative
and will focus on live and event-driven revenue.
Metadata engagement will become the new oil.
The Internet is fundamental to the future of
Television for one simple reason: because it’s what
Chairman of Google
The future isn’t either traditional or digital: it’s a
feedback loop between the two.
Television fans want to get involved and be
counted. It’s how creative we are in engaging
those fans – and keeping them connected even
as they may move away from the traditional
network – that will determine how potent and
profitable we will be in the future.”
President of Entertainment, Fox Broadcasting
“Users are watching TV on average for 43 minutes per day session, but 77% of that
time we are simultaneously using another device like a smartphone or tablet.”
“Smartphones have the shortest sessions used, but are the most-used for onboarding
to a digital experience.”
2011: Connected Devices will account for 70% of CE Device Market Value 2011 (Strategy Analytics)
2013: TV Applications and Widgets Market Worth over €1 Billion Euro by 2013
2014: Report: Global Connected TV Shipments to Grow 58% Annually Through 2014
47 million European Households will have Connected TV by 2014 (Park Associates)
Installed “SmartTV” to Reach Over 230 Million by 2014 (In-Stat)
2015: Report: Half Billion Connected devices sold by 2015
2016: Participation TV To Generate $2.9 Billion By 2016 (MIG)
2017: Report: Global Market for IPTV to Reach $81.2 Billion by 2017
An apostrophe is the difference
between a company that
knows its shit and a business that
knows it’s shit”
‘‘On Twitter via @thulme