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Dan Galante, profile picture
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Will Mobile Kill the TV Star?

The document discusses the impact of mobile devices and social media on traditional television, comparing it to the shift caused by television to radio in the past. It highlights how television networks have adapted by leveraging new technologies, engaging audiences through social media and innovative advertising strategies. While mobile hasn’t completely 'killed' television, it has transformed the industry and shifted power dynamics towards advertisers and alternative content delivery methods.

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Will Mobile Kill the TV Star? Everyone remembers the popular song Video Killed the Radio star, which was a song about how the technology of television made radio and the radio star obsolete. As mobile devices and social media have become more prevalent worldwide; access to video content via video search engines/sharing services such as YouTube, Hulu and Netflix have disrupted how content is accessed. Prior to this shift, television/cable networks have controlled how video content was shared and distributed. Today the alternative content sharing methods I described above, have changed the format of television. As more and more advertising dollars are being shifted to mobile from television, the way television is run has to change. Back to my original question, will Television sufferthe same fate as Radio? Well not exactly. Television has embraced new technology. Content has been made available on mobile devices, Tablets Laptops and PC's. Television networks have developed a strong presence on social networks. Every Television network and their shows; have their own branded social media channels. Video content is made available instantly via on demand programming for premium cable subscribers. Dual Technology is usedby television networks by allowing viewers to live tweet with characters of their favorite shows and television personalities via computers/mobile devices. Television networks use of Twitter is an example of dual technology. Live tweeting has proven to be a successful engagement strategy for television networks; engaging with millennial and baby-boomers
alike. An example is tonight's live Blue Bloods Actors chat via CBS's branded BlueBlood's Twitter handle. Another marketing strategy, employed by television networks is to make the actors in their shows use products from advertisers. This is a shift from traditional advertisements; as most people are turned off by many traditional ads. Many Auto, Telecom, Clothing, Luxury Brands and even educational institutions use this form of advertising. It does not seem like an ad if it is part of the show. This is what television networks and advertisers are banking on. Did Mobile kill the TV star? Not exactly but it killed a culture of television and cable monopolies. Although television and cable have changed to adopt to the shift to mobile, they still face threats from Apple, Intel, Google and Sony who attempting to offer television content via internet TV delivery platforms. All of these changes that I mentionedabove, will shift the power from the Television and cable networks into the hands of advertisers by driving down rates. The general public will also be able to access programming much cheaper but this is a discussion for down the road. Did Mobile kill the TV star? You decide. About the Author Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.
Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the company's products and services using a consultative selling approach. He also supported the company's marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment. He writes and publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today. Dan is seeking a full time marketing role in New York City for September 2015. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.