La presentazione del dottor Pavolini tratta delle profonde evoluzioni che stanno interessando la televisione nel corso degli ultimi anni per effetto della digitalizzazione. I principali cambiamenti messi in luce fanno riferimento sia alla configurazione del modello di distribuzione dei contenuti televisivi, sia alle modalità di fruizione degli stessi.

1. tomorrow’s organization. today.
Connecting Television:
dal Broadcast alla OTT TV
Antonio Pavolini – Master MUMM, 12.6.2018

2. tomorrow’s organization. today.
di cosa parliamo oggi
• il contesto: connecting television
• la reazione: la guerra alla OTT-TV
• social trends: cosa ci fa oggi uno schermo in un salotto
• behavioural trends: dal lean back al lean forward
• schermi passivi, ma intelligenti
• industry & tech trends: content is apps
• il nuovo valore: dal significato al senso
• esercitazione

3. tomorrow’s organization. today.
il contesto

4. tomorrow’s organization. today.
produzione
post produzione
struttura di costo
fruitorepubblicitàcapacità trasmissiva
flussi di ricavi
distribuzionecreazione
elementi finanziari
un media mogul, gestendo un’offerta verticalmente integrata,
determina una catena lineare che sottrae valore in tutti i passaggi
dalla creazione del contenuto alla distribuzione, trasformandolo in
margini industriali
consumo
trade + outsourcing fornitori centri media hardware manufacturers
modelli di distribuzione tradizionali: la catena del valore lineare
< intermediari >
< biz owners >

5. tomorrow’s organization. today.
per essere buona, un’idea non deve essere necessariamente nuova

6. tomorrow’s organization. today.
Content Editors
Pro (Indipendenti)
•post produzione
fruitore
pubblicità
marketing services
(soc. Ricerche mercato)
Content Distribution (web based, multidevice)Content Production
consumo / aggregazione
modelli di distribuzione innovativi: ecosistemi multilaterali
Content Promotion
viral marketing, word of mouth
(sharing, rating, reccomendations)
issue stakeholder
Istituzione culturale
•fondazione
•teatro
•org. evento
Federazione sportiva
•PGA Golf Tour
•Formula 1
•ATP Tour
azienda
SPONSORPRFIRMS
branded
content
Culture,
leisure &
ent’ment
News
Platform
providers (CDN,
IPTV…)
Content Ownership
Content Providers
Indipendenti
Pro (ICP)
Event Production
Pro (Indipendenti)
•Produzione
•Post produzione
Content Providers
Indipendenti
Amateur (UGC)
Raw
Citizen
Jour’sm
Legenda:
€ = danaro
c = competenza/creatività
e = eyeball
i = informazioni/raw content
Advertisers
(current)
Advertisers
(prospect)
e
e
€
c+€
c
c
c+€
i
i
i
c + €
c+€
c+€
c+€
i
i
€
€
i
€
e
€
€
€
i

7. tomorrow’s organization. today.
crisi delle fonti dei ricavi: 1) la pubblicità

8. tomorrow’s organization. today.
crisi delle fonti dei ricavi: 1) la pubblicità
Elaborazione Data Media Hub su dati Nielsen, 2018

9. tomorrow’s organization. today.
crisi delle fonti dei ricavi: 2) la pay-TV

10. tomorrow’s organization. today.
crisi delle fonti dei ricavi: 2) la pay-TV

11. tomorrow’s organization. today.
dove vanno i brand nel video
Sondaggio Levels Beyond, US 2016
Video Case Study: June Taylor Jams

12. tomorrow’s organization. today.
la reazione

13. tomorrow’s organization. today.
un curi oso convegno
( 2012)

14. tomorrow’s organization. today.
non vi pare che manchi
qual cuno?

15. tomorrow’s organization. today.
t he bi g broadcast bundl e

16. tomorrow’s organization. today.
chi è i nt eressat o al
cambi ament o?
1. Broadcasters/Produttori «in proprio» (SKY, Mediaset...)
3. Produttori di contenuti Broadcast (Endemol, Banijai...)
4. Agenzie Pubblicitarie (Armando Testa, Lowe Pirella...)
5. Centri Media (GroupPM, Omnicom; MindShare...)
6. Inserzionisti
7. Rights Holders (Leghe Sportive, Major Cinematografiche...)
2. Gestori Infrastruttura Distributiva (Raiway, Eutelsat, EI...)
8. Collecting Rights Societies (SIAE, RIAA...)
9. Consumer Electronics (Sony, Samsung, LG...)
 mi nor i r i cavi
 cost i di r i conver si one i ndust r i al e e
pr of essi onal e
 di si nt er medi azi one par zi al e o pot al e.

17. tomorrow’s organization. today.
che al l eat i cercano i
«ral l ent at ori »?

18. tomorrow’s organization. today.
i l punt o di non ri t orno
Fonte: IT Media Consulting, DTV Research, 2014.

19. tomorrow’s organization. today.
behavioural trends

20. tomorrow’s organization. today.

21. tomorrow’s organization. today.

22. tomorrow’s organization. today.

23. tomorrow’s organization. today.
Source :OVEC, 2009

24. tomorrow’s organization. today.

25. tomorrow’s organization. today.
schermi passivi, ma intelligenti

26. tomorrow’s organization. today.
1991 1998 2003
come è cambiata, negli anni, la fruizione passiva della televisione

27. tomorrow’s organization. today.
2014:
Set top boxes
become invisible
- Smart tv becomes a regular
feature
- STB become invisible or
almost invisible
- If you are not happy with your
smart TV, you can go for the
OTT-enabled sticks
(Chromecast, Fire TV)
- OTT enabled sticks are based
on pre-existing social
ecosistems, therefore perform
with a much higher minutes per
day use rate
- Google Chromecast ends up
being the most successful
- Chromecast is the only OTT-TV
proposition that really enables
flatscreen access to the whole
of the open internet content
offering.

28. tomorrow’s organization. today.Propretary vs. Ecosystem driven approach

29. tomorrow’s organization. today.
Chromecast is not afraid of attention-drainers:
it enables them on the flatscreen

30. tomorrow’s organization. today.cosa succede quando NON stiamo guardando la TV,
ma la Chromecast è attaccata alla TV?

31. tomorrow’s organization. today.customized
sources

32. tomorrow’s organization. today.
Non (direct) profit cultural partnerships
the role of Google Art Project & Google Cultural Institute

33. tomorrow’s organization. today.

34. tomorrow’s organization. today.
a second life to street art

35. tomorrow’s organization. today.
those were the days...
- Before and during WWII people
gathered in the main squares of
London, NY and Berlin, where
electric billboards made it
possible to read newswires in
near real time
- During «less urgent» historical
periods, passers-by stumbled
upon news updates even
without having actively
looked for it
- These are the most ad-crowded
sites of the world. The
investment in such heavy
technology (for the times) was
justified by the large crowds
walking there every day.

36. tomorrow’s organization. today.smart curation:
newsstand
- Depending on your profile
on Google Newsstand, the
Backdrop slideshow can
include pictures coming
from your favourite
newssources
- By tapping on your
smartphone when the
«newsphoto» is displayed,
you can go to the original
news page on your second
screen
- You can even do it by
saying «chromecast,
what’s this?» in the device
microphone
- SPOILER ALERT: don’t
activate sports results 

37. tomorrow’s organization. today.guess where all this might be headed?
- soon we might end
up having a
«passive, yet smart
screen» that
follows us
anywhere we go,
that tries to guess
what we need
based on our
behaviour on the
whole google
experience,
driving and
influencing our
next active
initiatives on all
devices, as it
already happens
with Google Now.

38. tomorrow’s organization. today.
- We might think that the
backdrop app is another of
those «side apps» that
have the only scope to
keep the user in the
Google Ecosystem.
- Google has often puzzled
analysts (CSFB case) by
developing costly initiatives
that generate no direct
revenue, but favour a
future perspective where
its business can grow
better.
business model?
not necessary

39. tomorrow’s organization. today.
Antonio Pavolini
Business Analyst, Media Industry
Twitter: @antoniocontent
Medium
Medium.com/@antoniopavolini
Podcast:
Pendodeliri (Itunes, Anchor.fm, Pocketcasts).
Thank you 