TV VS Internet, Friends or Foes?
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Talking about changes in the TV landscape due to . Introduction Keynote to the "MAKING TV FUN AGAIN BEFORE APPLE DOES" panel at Connected TV World Summit 2016, London #CTVS16
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TV VS Internet, Friends or Foes?
- 1. 1 Connected TV World Summit 2016 - @christopherufin Christophe Rufin #Marketing #Innovation #Technology #Orange Twitter: @christopherufin CONNECTED TV WORLD SUMMIT #CTVS16 MARCH 16TH & 17TH, 2016 LONDON - KINGS PLACE TV VS INTERNET, FRIENDS OR FOES?
- 2. 2 Connected TV World Summit 2016 - @christopherufin About Orange
- 3. 3 Connected TV World Summit 2016 - @christopherufin TV: the king of media 87% OF BROADCAST PROGRAMS ARE WATCHED LIVE Source: Nielsen, 2013
- 4. 4 Connected TV World Summit 2016 - @christopherufin TV delivers the premium media experience 1980 1990 2000 2010 2020 Sources: Wikipedia Commons, www.planar.com
- 5. 5 Connected TV World Summit 2016 - @christopherufin It’s still there “We think this is really going to be something special” Steve Jobs, on Apple TV, Macworld 2007 (the iPhone Keynote)
- 6. 6 Connected TV World Summit 2016 - @christopherufin The rise of on-demand SOME 35%OF ALL TV AND VIDEO VIEWING IS NOW WATCHED ON-DEMAND WITH OVER HALF OF CONSUMERS CLAIMING TO WATCH STREAMED ON DEMAND CONTENT AT LEAST ONCE A DAY CONSUMERS NOW SPEND 6 HOURS PER WEEK WATCHING STREAMED ON-DEMAND TV SERIES, PROGRAMS AND MOVIES (x2 vs 2011) Sources: Ericsson ConsumerLab 2015 + Eric Scherer IDATE DWS15 Conference
- 7. 7 Connected TV World Summit 2016 - @christopherufin The new digital media OTT ecosystem Adapted from Eric Scherer IDATE DWS15 Conference
- 8. 8 Connected TV World Summit 2016 - @christopherufin New media dwarfs old media in market value Source: Business Insider, oct. 2013
- 9. 9 Connected TV World Summit 2016 - @christopherufin The shift to digital: age-related or generational?
- 10. 10 Connected TV World Summit 2016 - @christopherufin Weaknesses of the new media Source: Digiday.com 2015 Ad blocking becoming the normMobile video CPMs decreasing Source: Marketingland.com, TubeMogul 2014
- 11. 11 Connected TV World Summit 2016 - @christopherufin The « televisionization » of Internet
- 12. 12 Connected TV World Summit 2016 - @christopherufin TV VS INTERNET
- 13. 13 Connected TV World Summit 2016 - @christopherufin Impact of Digital Media over TV audience +10% tweets on a show = +1,8% audience 7 days later source: Nielsen Nov. 2014
- 14. 14 Connected TV World Summit 2016 - @christopherufin Integration of social media into storytelling TPMP, D8, France: “This first TV show with more Facebook fans than viewers”
- 15. 15 Connected TV World Summit 2016 - @christopherufin Orange TV’s new feature: TV Clipping #showhello
- 16. 16 Connected TV World Summit 2016 - @christopherufin Thanks To download this presentation: http://slideshare.net/christopherufin Follow me on Twitter! @christopherufin TV VS INTERNET, FRIENDS OR FOES? #CTVS16
Editor's Notes
- Broadcast is the king of media
- The TV screen is the king of devices. New media usage, on devices besides TV, tend to add up and do not replace TV screen time. Inside the home, TV is still the clear winner.
- In its 2007 keynote, Apple made two major announcements: iPhone and Apple TV. The iPhone replaced the old mobile phone and paved the way for smartphones. However, almost 10 years later, the old TV set is still there and going well.
- Yet, viewing habits are indeed changing.
- So is the competitive landscape: new players coming OTT from the Web (content distributors, aggregators, creators, communication platforms…)
- And the market favors the new
- The question is: is this trend a long-term one, is the generation going to drop out broadcast TV? Or is appetence for TV age-related, and will the millennials watch more TV when they grow older? Figures: Facebook > 8 billion video views/day, an equivalent of 890 years spent every day, 10$ quaterly ARPU per user (+15% YoY)
- Yet the new media are not able to create as much value as the old. CPMs are collapsing through the rapid growth of inventories + generalization of adblocking (especially in valuable, early-adopter market segments)
- Turning to traditional, pay-TV models as a last resort!
- Why does that seem counter intuitive? Because we should stop opposing the two!!! It’s in fact very much complementary
- Win-win influence between new and old media has been proven
- TV Shows which leverage large fan communities, such as “Touche Pas Mon Poste!” in France (“Hands Of My TV!”), can benefit a lot from a digital media strategy. Through clever use of social networks, this programs managed to double his audience in 1 year, on access prime-time, breaking records for a specialized channel. Some tricks: the program is live, his main presenter Cyril Hanouna engages fans directly, every commentator has a Twitter handle, and his community managers share short sequences (video clips extracted from the live show) on the fly.
- Imagine you’re watching Live TV, for example a talk-show, reality TV or breaking news. And something happens on TV that you want to share on Facebook, Twitter or Instagram. You grab your phone, open the Orange TV app, and the scene from your TV screen pops up on your smartphone, ready to be shared on your favorite social media. TV Clipping by Orange is the first true multi-screen TV clipping experience, leveraging the smartphone to deliver the best interactivity in sync with the TV screen. To learn more check on Twitter #TVClipping