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The Future of TV: Consumer Experience

The Future of TV: Consumer Experience. Scott A. Puopolo. The Future of TV Is Already Upon Us. Three Key Drivers Will Permanently Alter the Entertainment Landscape. Ubiquitous broadband Advances in screens, interfaces, and AI. Content explosion Business model pressure.

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The Future of TV: Consumer Experience

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  1. The Future of TV: Consumer Experience Scott A. Puopolo

  2. The Future of TV Is Already Upon Us Three Key Drivers Will Permanently Alter the Entertainment Landscape • Ubiquitous broadband • Advances in screens, interfaces, and AI • Content explosion • Business model pressure Drivers of Change • Time-shifting • On-the-go content consumption Source: Cisco IBSG, 2011

  3. Coming Soon to a TV Near You: Television Experience Transformation And There Are Opportunities for Industry Player Today TVs give way to screens anywhere Ads get personal Creation goes viral Channels go away “Regular Joes” go Hollywood Watch together virtually Is it real, or is it television? Don’t just watch, get involved Kiss the remote goodbye Source: Cisco IBSG, 2011 Your TV follows you

  4. Channels Go Away We’ll Watch Personal TV Streams, or Access Content Through Search • On-demand, personalized, but branded content (Pandora-like TV) • Recommendations based on past behaviors and social networks • Combined on-demand / real-time, UGC / professional, OTT / walled garden Faster(61%) Jo’s Movies Jo’s Sports Jo’s Entertainment 100%Experts Agree By 2030(32%) Jo’s TV Shows Slower(6%) Today Future • DVRs mainstream • Netflix UI Recommendation engine UI incorporates friends’ favorites Integrated media interface Personalized linear TV “Mood TV” Source: Cisco IBSG, 2011

  5. Ads Get PersonalAds will be contextual, highly interactive, and laser-targeted • DVR enabled ad-skipping • Advances in CGI, behavior tracking, network intelligence • Advances in interactive user interface • Business model pressure driven by audience fragmentation Faster(30%) By 2030(20%) 83% Agree Slower(33%) • The show that you’re watching has a product placement for a BMW 3-Series car, which you “telescope” to a personal tablet for additional stats. Amazingly, it meets your needs perfectly, so you click on the “order” button. Meanwhile, your neighbor is watching the same show, but he sees a Z3 instead. He’s always been into fast cars. • . Today Future • Google Adwords delivers targeted ads on search • Limited interactivity (e.g. BBC Red Button) Facial recognition feedback tracks viewer reaction to ad Location specific ads and promotions TV Targeted advertising Customized product placement Telescoping ads

  6. Your TV Follows You Wherever You Go, Watch Your Own Personal TV Content on Any Screen at Hand Faster(43%) • Pay only one time and view your personal content anytime, anywhere • Use any available screen to watch – your home TV, a hotel TV, or the seatback on the bus • Shift content seamlessly across devices (e.g, from smartphone to a TV at friend’s house) 93%Experts Agree By 2030(37%) Slower(13%) Today Future • Hulu on iPhone • Portable device adoption Content rights on any device Seamlessly shift content across devices Public screens with auto authentication Mobile phones as holographic projectors Optimized QoS & bandwidth-on-demand for mobile Source: Cisco IBSG, 2011

  7. What Does It Mean for You?Implications span the TV value chain ContentCreation ContentAggregation ServiceDelivery Device &Navigation Advertising Data & Analytics, Metadata Standards Sensory Technologies Computing Bandwidth Production Techniques Digital Rights Management Branding New Business Models

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