future of tv long beach
TRANSCRIPT
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TEN QUESTIONS THAT DEFINE THE FUTURE OF
TELEVISION Rotary International - Long Beach CA
March 6, 2013
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WHAT I DO:
Strategy for the Digital Era
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MEDIA ACTIVIST, 1962
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LET’S LOOK INTO THE FUTURE
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CHANGING TIRES...
WHILE DRIVING
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TELEVISION: STRENGTHS
• Local TV: news, weather sports
• Network TV: premium content & national reach
• Cable TV: a better business model
TV’S GOLDEN AGE
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TELEVISION: WEAKNESSES• Seismic technology shift
• Video is everywhere
• TV is just an application
• Legacy business model
• Digital creates new media
• Protective of status quo
• Don’t think like ‘digital natives’
TV’S DEATH THROE
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INTENSE COMPETITION
Content is digital
Internet connects everything
New devices proliferating
New types of programming
New types of networks
New business models
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INTENSE COMPETITION
★Xbox★Hulu★iTunes★Amazon★Netflix★YouTube
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PUT YOU IN “YOUTUBE” • 48 hours per minute
• 3 billion views per day
• 44% of WW video views
• 33% of US video views
• 21 hours per month
• #2 search engine
• 10,000 content partners
• YouTube’s 100+ premium channels - like early cable TV
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IT’S A SOCIAL WORLD • TV is chasing social
• Tweets = engagement
• “Likes” = customers
• Followers = dialog
• Subscribers = $$
• Don’t forget the blogs
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2-SCREEN ENGAGEMENT• Consumer connection• Social check-in• Gamification• Rewards/badges• Sponsorships• Loyalty programs
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TEN QUESTIONS
• What is a channel?
• What is a remote?
• What is a screen?
• What is an ad?
• How do you watch?
• How do you share?
• Where do you watch?
• How do you create?
• How do you participate?
• What is reality?
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WHAT IS A CHANNEL?
• Internet: always on
• Video on-demand: downloads & streams
• OTT: websites are networks
• Time- and place-shifted
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WHAT IS A REMOTE?• Keyboard
• Second Screen (touch)
• Gestural interfaces
• Voice command
• Facial recognition
• Glasses, watches
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WHAT IS A SCREEN?
• TV is an application, not a device
• Screens are everywhere
• Screens get huge
• Screens in our pocket
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WHAT IS AN AD?• Personalized, targeted
• The Virtual Self
• Interactive
• T-commerce, M-commerce
• Content as brand, brand as content
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HOW DO YOU WATCH?• Watch with friends (real &
virtual)
• Motion capture, telepresence & holograms
• Interact w/content & characters
• Viewing becomes persistent & immersive (transmedia)
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HOW DO YOU SHARE?
• Social graph integrated at every level
• Content discovery is social
• Sharing reflected in content formats
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WHERE DO YOU WATCH?• Screens are pervasive
• Vivid portable screens
• Content (TV) follows you
• Cloud storage
• Stop & start all day
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HOW DO YOU CREATE?
• UGC as an emergent form
• Faster, better, cheaper tools
• Crowd-sourced production
• Proliferation of outlets
• The rise of the fan/producer
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HOW DO YOU PARTICIPATE?
• Merger of story forms (linear, games, distributed)
• Rise of collaborative narratives
• Integration of big data
• Fan voting for more than just stars
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WHAT IS REALITY?
• Multi-sensory experience
• Perfected 3D
• Holographic video
• Olfactory and tactile
• Multiple POVs and camera angles
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DISRUPTION
DISRUPTOR
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TOMORROW IS NOW ...
• IP-enabled TVs/screens
• Content in the cloud
• Over-the-top networks
• Apps (TVs, mobile)
• Powerful mobile devices
• Voice & gestural command
• Pervasive social graph
• “Expanded” TV shows
• Browsers & search across delivery systems
• The virtual self: content follows people
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NICK DEMARTINO
• TWITTER: @nickdemartino
• EMAIL: [email protected]
• WEBSITE: www.nickdemartino.net
• BLOG (and newsletter): www.nickdemartino.net/blog
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Thank You Very Much