The future of the TV experience
The 48 page magazine contains insights from experts from around the globe on how TV is changing in the digital age. What does the future hold for channels such as Video on Demand? How do consumer behaviours differ in Asia and how can the Western world learn from them?
Some highlights from the magazine:
The evolution of moving pictures
By Daniel Bischoff, Dennis Grzenia and Sven Wollner, MediaCom Germany
Moving pictures are ubiquitous in modern media. They are part of our culture, part of the way we communicate and have the power to linger long in our memories. But how have moving images evolved? And what lies ahead in the future?
Trends in TV & Video on Demand
By Jonas Hemmingsen, CEO, MediaCom Nordic
Will Video on Demand really change the way we watch television? or will the internet simply become an alternative way to deliver a classic TV experience?
Marketing across platforms
By Michele Skettino, MediaCom USA
Q&A with Michael Kelly, President/CEO of The Weather Channel Companies
6 new ways of viewing television
By MediaCom Italy powered by GroupM
The availability of video on the internet has transformed the way TV is being watched. But while the majority of people use it to augment their traditional viewing habits, a few have discarded their television sets altogether.
The future of TV in Asia
By Jeff McFarland
The future of TV in Asia belongs to mobile and online and may have little to do with the television set
The future of the TV experience
By Helge Tennø¸
Multitasking, once predicted as the last nail in the coffin of the TV industry, could now be the thing that reconnects TV with its most important player: the audience.
Media plan of the future
By Oliver Gertz, Managing Director Interaction Europe, Middle East & Africa, MediaCom
By combining online and TV we can reach larger audiences, more effectively. High demand means pre-roll and mid-roll ads are seller’s market so we must consider all formats in order to achieve the best return on investment (ROI).
Asia is digitally different
By Robert Fry, Head of Insights, MediaCom Asia Pacific
Until recently marketers in Asia had struggled to explain to their colleagues in the West how different their region was when it came to digital. While they all could appreciate the larger quantity of usage, it was harder to relay the higher quality of usage. However, the evidence is now becoming clearer.
One of the contributors, Helge Tennø¸ of the Scandinavian Design Group, delves into the topic of multitasking – which he sees the thing as that reconnects TV with its most important asset: the audience – in a rather confusing excerpt article on 180/360/720 (republished on FutureLab), but I recommend to read his original contribution in the PDF download of the magazine.
Also worth some exploration are:
– Webcast on the future of TV with Gerhard Zeiler (CEO, RTL Group) and Sue Unerman (CSO of MediaCom UK)
– MediaCom whitepaper on the future of TV
– Panel on Future TV at DLD11 with Peter Hirshberg, Thomas Künstner (Partner with Booz & Company’s Communications Media and Technology Practice), Brian Sullivan (CEO, Sky Deutschland), and Ynon Kreiz (Chairman and CEO, Endemol group)
I have not had a chance to go through this magazine just yet but from the above highlights it is indicative that this issue has focused on the massive transformation of the ecology of the fourth estate as a whole particularly in this poorly research area in Asia.
It is a welcomed initiative to explore broadcasting media’s trajectory while identifying emerging trends including non-linear audio and video (audio/video on demand) from the cacophony and looking at the new alternatives which are set to redefine and dictate the way we consume news.
What I failed to come across was the growth of cellular television that will add to the challenges facing traditional and public service broadcasters in the wireless and computer-mediated world of cloud internet. The power shifts where the media consumers have themselves become programmers and editors.
I cannot resist recounting how my wife resorts to fast forward any long scenes or commercials she finds boring, redundant or too slow to watch. Presumably thousands of viewers could be doing this which eventually may pose even more serious challenges to broadcasters.