I don’t watch TV but I do

Some of the work I have been doing recently with a media owner has brought me to investigate the state of the TV landscape, not that it comes as a surprise but, OMG how did it become so fragmented and complex? Watching TV used to mean laying back and zapping on the remote but it is now a true obstacle course through devices of all kinds, ads, time delays, replay, short form vs. long form…
Let’s have a look at what this obstacle course means for the user, broadcasters and advertisers.

Tv1

The user experience is becoming more and more fragmented. The consumer now has a wide choice of devices (smart TV, computer, tablet, mobile) and touch points (free to air, subscription TV, digital streams & downloads- legal or illegal)… the program selection should be driven by convenience but as Nick Ross points out in his excellent post “the case of piracy” it seems that it might actually be driven by inconvenience…

So, to respond to the disengagement form the traditional TV model, and ultimately protect their revenue, networks are diversifying their offering by putting on audience targeted channels (e.g.: 7mate/ one…) distributing their content through digital and mobile channels (e.g.: 7plus/ abc iview- web & ipad…). They are also being more creative in order to diversify their revenue streams. They are evolving the traditional programming and advertising models; from 30”TVC or 15” pre roll to custom content open for sponsorship and producing more and more branded entertainment. An interesting example of this evolution is the Cadbury Tivo sponsorship. Question is, how much audience does it get and is it as effective as in program ads?

For advertisers, it’s becoming clearer and clearer that the potential for brands to leverage content across platform is opening up. Pepsi has recently cracked a new interactive model for their X factor sponsorship with “Sound off”. A digital platform encouraging conversations amongst X factor fans. Comments that receive likes put consumers “in the spotlight.” The most popular comments of the week will be featured in custom 15-second spots running during X Factor.

The future looks even more complex as it’s not only the broadcasters that control programming: TV manufacturers are partnering with content providers for built in content shortcuts & rights. Pure players like Apple TV/ GoogleTV (even Youtube) are also increasing content segmentation… and that’s without even getting into the international giants now entering local markets (BBC ivew/ Hulu…)

Tv2

I won’t drill any deeper in the topic but will close up on another note that, I hope, will get you thinking… “Facebook has obtained the largest slice of consumer attention of any company on the web… The best way to accelerate that growth is to go after the single largest source of attention in America, if not the world: Television.” More at allfacebook

Marie Sornin

 

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