1.
Introduction
The Future of TV
@tomchapman

2.
Introduction
There is
no death
of TV

3.
Introduction
People are still watching a tremendous amount of
linear television. All down to great content.
Source BARB 2011
Weekly hours of TV viewing, all in the UK aged 4+

4.
Introduction
But, there are some challenging trends we need to
be prepared for…
Clear shift in behaviour from the youngest audience. Competition
from games and social media has taken away the time share of linear
TV
Weekly hours of TV viewing, all in the UK
Source BARB 2011

5.
Introduction
Television is the next industry ripe
for
disrupt
92% of UK homes with televisions are digital
The TV is a device that is still not fully interactive

6.
Introduction
Connected TVs and smart media on the rise
By 2015, some 500
million TV sets
worldwide will be web-
enabled, either as a
default option or
supported by a
set-top box
Source: InStat 2011

7.
Introduction
Huge market penetration of smart devices
50.3% of UK population own a smartphone
Source: Kantar Worldpanel 2012
12% of UK population own a tablet

8.
Introduction
Simultaneous use of Internet and TV is increasing
Device owners in the U.K. logged heavy
usage for tablets (80%) and smartphones
(78%) while watching TV
Source: Nielsen 2012

9.
Introduction
Natural user interfaces are changing the way we
interact with screens
Our smartphones & tablets are already
filled with sensors -
GPS, accelerometers, compasses, light
meters, voice activation and more

10.
Introduction
Online video audience is growing
Online video reached 34 million UK internet users in January 2012,
representing 80% of the total UK internet audience
Source: ComScore 2012

11.
Introduction
Cloud storage and distribution allows for TV
anywhere
With nearly limitless storage,
consumers and broadcasters can
access content from any Internet
connected device
Introduction

12.
Introduction
Service innovators muscling in on the action
Source: Microsoft 2012
TV and Movies has now overtaken online gaming on Xbox 360

13.
Introduction
Digital natives intent on hacking, creating and
finding new ways to open up TV

14.
Introduction
TV disruptors taking advantage of data
Explosion in the volume of data surging
round our digital ecosystem from
developments in technology. Analysis of TV
broadcast data is incredibly valuable to both
broadcasters and advertisers
Introduction

15.
IntroductionIntroductionIntroduction
Disruption = Opportunity
As the internet crashes over the TV industry, it will deliver more
power to the consumer in terms of what you watch, when you
watch it, where you watch it and how you pay for it
TV as we know it today will evolve into a
Super Medium boasting a host of new
viewing qualities

16.
Introduction
TV Today / TV Tomorrow
Today Technology Enablers Tomorrow Opportunity Trend
Broadcast Internet Narrowcast – web adds new layer e.g. social - connection
with friends and family
More opportunity for distributors and service innovators. Not reliant on satellite
or cable distribution as web is the distribution channel for TV
Connected TV
Stationary TV set Mobile, tablets, broadband, Wi-Fi, 4G, OLED Dynamic TV anywhere Video on demand, advertising, creativity and strategy for multiple devices.
Future OLED walls - more immersive
Mobile TV
Immersive TV
Network/Studio controlled Content Internet, smart devices, HTML5, cheaper video
production, apps, cloud storage
Content produced by anyone (brands/individuals) Many content owners able to tap into global audience Video on Demand
Disruptive Business
Pay TV Internet, smart devices, HTML5, cheaper video
production, apps, cloud storage
Subscription TV Brands develop apps for users to subscribe to.
Cuts out networks as distribution is direct to user.
Video on Demand
Disruptive Business
Programmed TV Internet, smart devices, intelligent algorithms, semantic
web
Personalised TV Service innovators developing platforms to produce TV playlists, interest
graphs, social recommendations, celebrity TV playlists
Content Discovery
Disruptive Business
Limited On Demand Content Internet, smart devices, intelligent algorithms, semantic
web, HTML5, cheaper video production, apps, cloud
storage
Unlimited content - open archive – linked to personal TV
profile
Think Spotify, Netflix, iTunes for OTT TV content all based on your interest and
social graphs
Video on Demand
Content Discovery
Disruptive Business
Broadcast quality Internet, smart devices, HTML5, cheaper video
production, apps, cloud storage
Variable quality Users will view content of differing production value. Opens TV up to national
and local businesses
Video on Demand
Content Discovery
Disruptive Business
Demographic targeted advertising Internet, smart devices, intelligent algorithms, semantic
web, data, thought, voice and gesture control
Interest targeted advertising If user has a profile account linked to TV we can collect data based on interest
graph and personal profile. Ads can be targeted by individual / household
rather than region
Big Data
Disruptive Business
Limited Interface Smart devices, thought, voice and gesture control Expanded interface Service innovators to develop apps that incorporate natural interface.
Marketing campaigns incorporating natural language
Immersive TV
Disruptive Business
Standard Broadcast Format Smart devices, thought, voice and gesture control Participative TV Immersive experiences for television programmes and fitness. Viewers
networked become part of programme. Marketing campaigns cross device.
Immersive adverts
Immersive TV
Transmedia
Disruptive Business
30 Second Ad Internet, smart devices, intelligent algorithms, semantic
web, thought, voice and gesture control, augmented
reality, holographic
Varied length - Multi-platform, immersive ad campaigns Ads incorporate participative game play, video stories themselves Immersive TV
Disruptive Business
Entertainment / News Internet, smart devices, intelligent algorithms, semantic
web, thought, voice and gesture control, augmented
reality, holographic
Gaming, Shopping, Immersed in action, new television
formats
AR shopping. Products beamed as holograms to experience. Embarrassing
bodies can be done with users at home with doctor in real-time
Immersive TV
Service TV
Disruptive Business
T-Commerce Service TV
Immersive TV
Disruptive Business
Today Technology
Enablers
Tomorrow Opportunity Trend
Standard
Broadcast
Format
Smart devices,
thought, voice and
gesture control
Participative TV Immersive experiences for
television programmes and
fitness. Viewers networked
become part of programme.
Marketing campaigns cross
device. Immersive adverts
Immersive
TV
Transmedia
Disruptive
Business

17.
Introduction
This presentation focuses on five topics
considering the future of TV
• Content Discovery
• Next Generation Video
• Screened Interactions
• Science Fiction TV
• Disruptive Business

18.
Introduction
Content Discovery

19.
Content Discovery
Surfacing content on TV is outdated
Switching between online, TV, and stored content is frustrating
Because content lives in various places, we need a better solution to access
it

20.
Content Discovery
Content discovery on TV is beginning to replicate
how we search and discover content on the web
Service innovators and digital natives such as
Google/Microsoft/Apple/Facebook are now getting involved in the TV arena
They are looking at ways to apply the web behaviour of discovering and
sharing content to TV viewing
Facebook frictionless sharing • Amazon recommendations • Twitter trending topics • Google
search

21.
Content Discovery
Content discovery today
Discover trending programmes via Tweet TV or companion apps such as
Zeebox
TiVo recommendations
Connected TV app hubs
Connected TV navigated search function
VoD Highlights & Don‟t Miss & Most Popular

22.
Content Discovery
Content discovery tomorrow
Innovative interfaces - developers and hackers have already developed
recommendation interfaces for connected TV‟s
Source: Capablue - Astra Recommends

23.
Content Discovery
Content discovery tomorrow
Spotify or iTunes for TV
Influencers can build playlists (packages) of programmes to watch that
week which viewers can follow
Playlists will be created by viewers of VoD and shared amongst friends.
Interest graph for TV - You can pin programmes you have watched and
share.

24.
Content Discovery
Face detection in the future will serve up recommended content based on
who is sitting in front of the screen
Content discovery tomorrow

25.
Content Discovery
Discover bite-sized content with more ease. Viewers have access to content
of varying length e.g 3 mins,15 mins
Opportunities for brands to become publishers of VoD wrapped up in apps
for Connected TV‟s
Content discovery tomorrow

26.
Content Discovery
Intelligent content - algorithms will recommend content based on past
programmes viewed. It will learn your habits so if you watch Eastenders
every weekday at 8pm then it will recommend content around this window
TV will be linked to your calendar and will schedule events and programmes
to remind you of viewing
Content discovery tomorrow

27.
Introduction
Next Generation Video

28.
Next Generation Video
UK Video Viewership
80% of the total UK Internet audience (34M users) watched 8.4
billion videos which accounted for 58.8 Billion minutes in Jan 2012
[source comScore]
That‟s an average of 247 videos per viewer
29 hours of content per month per viewer
With the current average linear TV consumption standing at around
20 -30 hours per week, online video consumption is ADDING 25% to
that total.

29.
Next Generation Video
In the last 14 months the UK online viewership has reached
saturation with 0% growth (November 2010 = 34.7M UV; June 2011
= 33.7 UV; Jan 2012 = 34M UV) [source comScore]
However time spent engaging with videos (i.e. watching them!) has
continued to increase by 42% [source comScore]
Although video consumption is up, YouTube‟s market share
measured at November 2010 and January 2012 remains around
46% [source comScore]
UK Video Viewership

30.
Next Generation Video
Tablets and Connected TVs are starting to see material uptake (the
BBC iPlayer tracking +596% and >1000% year on year respectively)
as the primary screen for watching connected video.
The UK BBC iPlayer tracked 23 Million request via Mobile devices
(phone + tablets) in Dec 2011 – 12% of all requests made that
monthly [source BBC Press]
Mobile (including tablet) video consumption is expected to grow
(globally) past 690 Billion minutes by 2015 [source PR Web]
UK Video Viewership

31.
Next Generation Video
When Machinima launched the Mortal Kombat series, we saw millions and
millions of viewers coming weekly to the series – from around the world,
and beat the ratings of many very well established shows. This trend
means we can expose new series, or re-ignite existing ones, in front of a
massive, targeted and global audience, instantly.
New video content networks keep popping up

32.
Next Generation Video
Brands as TV content producers and publishers
NewYork Times app which serves up video content on news stories.
Red Bull as a brand that creates hours and hours of programming
for both TV and websites and is one of the biggest brands on
Facebook, with some 10 million followers
Majority of brands are not looking to
monetise their TV apps to begin with, rather
use them for halo effect
Huffington Post to launch live streaming
network
M&S TV http://www.capablue.com/case-studies/ms-tv

33.
Next Generation Video
More opportunity for OTT (Over The Top) TV
Xbox, TiVo and Connected TV‟s all offer app hubs for viewers to
access video content

34.
Next Generation Video
Technology for video distribution is
evolving at a rapid rate
Cloud based video distribution allows every device to access content
Video content can be served to every browser via one format

35.
Next Generation Video
Shared video viewing experience
Co-viewing experience allows you to watch a video in sync with your friends
MTV Under The Thumb app connects with Facebook chat, so the „shared
experience‟ is shared across multiple locations in an on-demand video
environment

36.
Introduction
Screened Interactions

37.
Screen Interaction
The battle of the glowing rectangles
Source: Fjord 2011

38.
Screen Interaction
6 Strategies for screened interactions
Source: Precious Forever

39.
Screen Interaction
Coherence

40.
Screen Interaction
Synchronous
On TiVo you can pause a recorded show. If you are then mobile you
can pick up where you left the show. This requires content to be
stored in the cloud. Think Amazon Kindle

41.
Screen Interaction
Device Shifting
Smartphone to
TV
Smartphone to
TV
Web to TV

42.
Screen Interaction
Complimentary
Application is more for games. Could be done for TV
poker game, if you have an iPhone you can create a TV
app that dishes out cards to your iPhone and you
communicate back to the screen

43.
Screen Interaction
Simultaneity
The most popular and common multi screen strategy for social TV is the
companion app

44.
Introduction
Science Fiction TV

45.
Science Fiction TV
TV controlled by gestures and voice

46.
Science Fiction TV
Video Calls via TV
Talk to friends and family from the comfort of your own living room on
HDTV

47.
Science Fiction TV
TV controlled by thought
Imagine a future where channels can be changed and volume
controlled with mere thought

48.
Science Fiction TV
Emotional response to content
Combining and visualising users emotions, reactions and eye
tracking when testing any digital content or product

49.
Introduction
Disruptive Business

50.
Disruptive Business
Global launches for TV series
Fox‟s „Touch‟ launched across 100 countries on the same day with a
global sponsorship, marketing and advertising partner
This may be the business of the future. “We are definitely getting more and more questions” from clients, she said. Automotive
marketers, who typically launch vehicles around the world over a course of a few months, could also be potential customers
“It‟s the only way to think about the future in the marketing and distribution of content,”
- Liz Dolan, chief marketing officer for Fox International Channels

51.
Disruptive Business
Integration of broadcast, online and applications
Cable and satellite TV provide hundreds of channels already. Add online
content/apps and the choices increase exponentially
No boxes, no cables, just one remote and access TV anywhere
As a result TV now provides everything users want in a TV

52.
Disruptive Business
Increase in OTT TV and channels as apps
Streaming content delivered direct to the user via apps

53.
Disruptive Business
New TV formats
New formats for shows and variations of interactive games made
possible by gesture and voice control. These formats should be
adopted by advertisers
Interactive television Complimentary Web series
TV and video driven by
the community
The best in class TV shows will combine their
DNA with „people add value‟ principle of Web

54.
Disruptive Business
TV data and analytics
Accurate analysis requires sound methodology, leading technology
and the right amount of human filtering and editing to reveal the
value of a television show‟s audience in social media.

55.
Disruptive Business
Highly targeted advertising
Enormous waste coverage in traditional TV advertising. By contrast,
Connected TV allows for much more precise forms of commercial
communication, tailored to the user‟s interest profile. Increased precision will
not only delight advertisers, but also viewers
Facial recognition

56.
Disruptive Business
Device aware advertising
Monetise video content across any connected device
50% of traffic to videos will be generated by non-PC devices in 2013
Source: TBC

57.
Disruptive Business
Real-time content
Share contextually relevant content in real-time
Real-time TV spotsAdditional or exclusive content
served up via audio watermarks

58.
Disruptive Business
Television Commerce – Embedded shopping