Teresa Sperti

Say goodbye to TV as we know it

The internet has changed the way we communicate, make decisions and shop and now it is changing the way we consume TV. Thats right a TV revolution is upon us, and both traditional and digital marketers alike need to take note, of some of the key trends that are changing TV as we know it because it will have implications for all. This article looks at 3 key trends in the evolution of TV.

1) Shift in scheduling to on-demand
One of the most significant trends in TV consumption is consumers moving away from watching TV during scheduled time slots to viewing on-demand. In fact eMarketer predicts that by 2012, 25% of all TV will be consumed on demand. And whilst these statistics are based on the US market, web based consumption of TV programming is also on the rise in Australia. In May 2011, over 1.36 million consumers viewed TV programs online via Yahoo7, with 1.12 million viewing shows via network tens online channel. These statistics show on-demand TV viewing in Australia is already sizable and we may see the same sizeable similar shift in audience from scheduled TV to on demand as is predicted in the US.

2) Social TV
The second trend which is also emerging is social TV. People not only want to watch and consume, they actually want to actively connect with others while watching and be heard. In fact according to a recent UK survey conducted by Digital Clarity 72% of those below the age of 25 use their mobile phones to comment on TV shows as they are watching them. And this trend is not going unnoticed. TV manufacturers have already began transitioning the traditional TV set to a social TV experience – making it easier for consumers to access social tools via the television set. However this is just the tip of the iceberg. TV check-in companies like GetGlue & Miso, allow users to check-in to TV content and follow specific shows – allowing fans to connect and discuss their favourite programs. Social TV guides will also be the way of the future. Through the use of intelligence gathered from a social TV experience ie shows you have liked, friend recommendations and what’s trending overall, social TV guides will make suggestions related to one’s individual TV programming. Social TV programming is really in its infancy and therefore most of the innovation we may see in the coming years, may not even be spawned.

3) tCommerce At present 50% of all TVs shipped are internet enabled, and this is expected to rise to 80% within the next 4 years. The advent of internet enabled TVs will give rise to tCommerce – which as the name suggests will allow consumers to transact via the click of a remote.

In the US, icueTV is already leading the way in making tCommerce mainstream announcing several deals with PayTV companies to integrate tCommerce solutions within their offerings. When tCommerce does become mainstream down-under we may see advertising dollars shift back to TV, as it suddenly becomes a more measureable, direct response medium.


COMMENTS

Posted by Mike Gardiner - Lime Rocket, 16 August 2011

Great article Teresa thanks. An exciting & crucial component that also deserves a mention is the multiscreen or second screen experience. It is these multiscreen apps & platforms that will allow users to throw away the remote and interact with their TV via their SmartPhones & Tablets.

With this shift the SmartPhone & Tablet becomes a companion input device and 2nd secreen for the TV. It can detect what you are viewing, allow you to check-in, comment on or discover additional layers of information about the show. The easiest way I’ve found to help people understand the use case and UX for this is to get them to watch this great concept clip from the team at Syzygy: http://vimeo.com/21386019

It is exciting to think that it will be SmartPhones & Tablets that will be responsible for rebooting TV, increasing it's revenue and saving it from redundancy.

Cheers, Mike.
Twitter: http://twitter.com/LimeRocketApps

Posted by Michall Helmbæk, 16 August 2011

Do you really think that tcommerce will be big?

If some video/tv thing is going to be big it will be youtubecommerce. The cunsumer dicides what to see and what to buy ;-)


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Teresa Sperti Teresa Sperti
Company: Coles Liquor
Position: Marketing Manager - Digital & Loyalty

Latest Articles by Teresa

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