The document discusses the evolving media landscape and the role of tablets and apps. It argues that tablets like the iPad are becoming the most valuable screen real estate, serving as remote controls, second screens, and even primary screens for watching TV and movies. Apps are playing an increasingly important role across the entire life cycle of TV shows and films, from pre-release marketing to home entertainment. Producers and media companies are recognizing the power of apps to directly engage with audiences.

1. iPad:
The most valuable screen ever.
Alex Gault
Vice president, product development, Mobovivo
alex@mobovivo.com

2. So who is it going to be?
Who is going to be the next Ted Turner?
 Netflix
 Hulu
 YouTube
 Tim Cook
 Samsung
 Facebook
 Cisco
 Ryan Seacrest

3. TV vs. Apps vs. Web
 Prime time TV still the winner
 Apps a close 2nd
 Web lagging

5. Native Apps Trump HTML5
 1,000 x websites
as apps competing
for less & less time
 Apps make $$

6. Discovery Channel: Website losing to App
During Prime Time, page views for App exceed those for website
http://corporate.discovery.com/media/uploads/pdf/video-perceptions-study.pdf

7. Samsung vs. Apple
 Samsung: Global leader in TV sales
 Apple: Most valuable company in the world
 Combined: Expected take 90% of 2012 smartphone profits
(Maynard Um, UBS Analyst)
 Samsung: Distant 2nd in the tablet market
 Apple: Expected to launch TV
 IP: Heavy patent battles between two

8. Smart TV?
Or Smart Remote Control?
 Computing power is in the cloud, but not 100%
 Smartphone apps are better
 Better yet on tablet
 Browser-based navigation on TV is not user friendly
─ Typing & search work on computers, but not well on mobile devices
─ Voice is unproven
Tablets and smartphones make great remote controls

9. Growing sources of original programming
 Ad agencies are becoming producers
 Actors are becoming producers (Kim Kardashian, Oprah, etc)
 Producers are producers
 Studios are producers
 Networks are producers
 Operators are producers (Comcast/NBC)
 Netflix & YouTube are producers

10. TV Shows: Apps can serve entire life cycle
 Pre-release: Advanced marketing
 Broadcast: Second Screen
– 86% of mobile internet users engage with mobile devices
simultaneously with TV (Nielsen/Yahoo)
– 31% of internet use is in front of TV
– 30% of tablet use is in front of TV
– In 2012, commuters will watch 5B hours of TV on their
mobile devices
 Home Entertainment: TV apps: iPad becomes primary screen

11. DVD
 Currently represent 70% of the OTT revenue
 Predictions
─ DVD extras become App extras
─ Many DVDs become dedicated Apps by 2013
─ Apple launches video “Newsstand” – API that
aggregates video apps
─ Single title Apps become points of aggregation for
other shows & movies (in app purchases, etc)

12. Film
 Tweet Seats in 2012
 What role does social play in 2015?
 Life Cycle
– Pre-Release marketing
– Theatrical release
– Broadcast
– Home entertainment
 Apps are more secure than DVD and broadcast
 Actors can drive sales at all stages

13. Apps serve the life cycle of shows & films
Enable audiences to stay tuned from pre-release to home
entertainment
 Pre-release: Social & expressive medium for writers, actors & fans
 Broadcast: Companion to film & TV viewing
 Home entertainment: Primary screen viewing experience

14. Capture audiences early
Pre-Release:
 Actors go social
 Producers & writers deliver production stills, dailies & locations
Just prior to release:
 Actors & producers going again with in-app posts to Facebook & Twitter
During release:
 Sell theater tickets to theatrical
 Drive audience to broadcast
Home Entertainment:
 Sell movies & shows as dedicated Apps

15. Directly connect with audiences
Producers can build audiences during the entire life cycle:
 Engage
 Drive theater ticket sales
 Drive home entertainment sales
 Drive merchandise sales
 Fund their next productions

16. Power of the second screen
Audiences: Looking for deeper engagement with TV shows & films
 Information discovery: Cast, characters, players plot (Wikipedia,
IMDB, sports stats, etc)
 Connecting socially: Facebook & Twitter integration
 Remote control: Personalized programming guide & controller
 Interactive: Game mechanics, quizzes, contests, rewards
 Shopping: Purchase something from either screen – from within an
ad or product placement

17. Apps that engage audiences while
watching the big screen Second Screen App

18. 2012 - 2020 Playbook
 Televisions get dumb
 Content gets smart
 Users get hooked on control
 Netflix, YouTube, Conde Naste, NY Times, etc. become channels
 Everybody makes original programming
 Celebrities become channels, producers – then studios & networks
 Advertising is great for reality & sports
 Pay-per-view & subscriptions rule scripted programming
 Netflix tries ads

19. iPad: Most valuable screen real estate
Why?
 Airplay
 Video newsstand to help with discovery
 Remote control
 Second screen
 First screen
 Resolution suitable for television programming
 No need for Smart TV
 Unlimited shelf space
 The iOS and apps get upgraded regularly & automatically

20. The most valuable screen ever.
Alex Gault
Vice president, product development & client services, Mobovivo
alex@mobovivo.com