The industry prepares to face more demanding viewers who wish to control content
On October 5, the most influential decision-makers in the digital media industry will meet at the Digital Media Wire Annual Future of Television conference, to be held at the Jewish Heritage Museum in Manhattan. Here, they will share ideas about of the future of television, video, and connected entertainment, within the framework of this year's New York Media Festival (NYME).
The Future of Television is a main event for broadcasting representatives, MCN, digital studios, cable networks, digital distribution networks, brands, advertising companies, social networks, technology providers, analysts, and press. Unlike other industry events, the Future of Television focuses on bringing people together in an environment that allows access and privacy to build, thus developing relationships and partnerships.
The issue of traditional television currently losing viewers, who favor an online “a la carte” approach to television is both concerning and fascinating. Thus, the industry is doing what it can to predict what the future holds. In chapter nine of the book, "Innovation for Media Content Creation", Marlon Quintero, Managing Director of Innovation MCC, has already observed that the arrival of the internet has redefined the very way in which people consume media.
"At the beginning, television and movies were the two platforms that could be chosen to enjoy audiovisual entertainment. The possibility of having access to content through the Internet or wireless networks was far from being realized, until the conditions for support and dissemination of high-quality media content materialized, at the end of the 20th century," Quintero explains in his book.
"Each television adventure will be unique, and traditional television and digital video content will be combined and adapted to each viewer, with personalized recommendations created through automatic learning technology and social options so that the users’ lives become part of their experiences", Neal Mohan, product manager of Youtube, dares to predict.
This new technological scene has caused a fusion between the Internet and traditional media. This fusion incorporates new communication patterns and media consumption trends, giving way to the creation of new platforms for dissemination, with content specifically adapted to new possibilities, designed for the various devices on which people watch content.
The impact of technology and digital media has also changed the way younger generations experience and buy content. According to an analysis presented by EY Consulting in its Future of Television report, we now have the necessary hardware, software and content conditions for TV and the Internet to come together, resulting in a unique and personalized television experience.
According to EY’s report, viewers expect more from television than it currently offers them. They demand to be part of collective social experiences of events, such as the World Cup or the Academy Awards. "If content creators can build a strong social experience around a program (for example, games and other second-screen social experiences), viewers will not want to be left behind," EY points out.
They want content to be personalized, interactive, and flexible. They want it to integrate original content. In short, they want the best of television and the best of the Internet on a single platform. This innovation will have to combat the oversaturation of this digital environment, thus giving way to more moderation and personalization in consumption. The demands of exclusive content will therefore maximize the ingenuity of the sector.
For Quintero, the challenge is to make viewers aware that the content exists so that they can then seek it out, be it a TV program, a YouTube video, a video game, or a movie. "This new generation of spectators has stopped being a slave to television. For that reason the relevance of the content is key. Being aware of this is the most difficult challenge that content producers now face in this prolific and competitive world of artists and multiple broadcast platforms."
In short, the future of TV will be a carefully designed total screen experience, combining a great content with equally attractive social and gamification techniques, adapted to the implicit and indicated preferences of an individual viewer. The event itself promises to be dynamic, including many talks, round tables, panels and presentations on investment in digital games, creation, distribution, marketing and monetization. In addition, it is expected to bring together many elite figures with powerful networks within the industry, in senior sessions. The future of TV depends not only on agreements that can be reached, but also on lasting relationships that can be built.
With information from