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Brainfood: TV 2.0 Five Scenarios for the Future of Television March 29, 2011

What we’ve learned about the evolution of TV in the age of the social Web.

  The “Death” of TV is highly overrated   Evolving Reality of Digital “Co-Viewing”   Five “What If?” Scenarios for The Future of TV

We are…

Rocky Novak Director of Digital Development

Aki Spicer Director of Digital Strategy

Jacob Abernathy Creative Technologist

“The shock that the Internet caused [to the industry] is still not finished. We

need to be ahead of the curve; otherwise, we will not be able to accompany the

client of tomorrow.”

Maurice Levy CEO, Publicis Groupe

6

.

But predictions of TV’s demise were premature…

Pay people to live without TV? The reality is that people won’t go without it.

7 Days 5 Days 2 Days

2 Days—the longest people would willingly go without TV (even for cash) Conclusion: TV is still a vital part of our lives,

but TV is also changing. Excerpted from presentations by Razorfish at SXSW

Why? DNA of TV: Nine Immutable Genes.

1.   Relaxation, zoning out, passivity

2.   Conversation

3.   Events, currency, what's happening now

4.   Social, excuse to be together

5.   Stimulation and education

6.   Vicarious Experience, escapism/fantasy

7.   Passion Points

8.   Participation

9.   Consumerism Excerpted from presentations by Razorfish at SXSW

11

Liminal Space

Viewing Participation Advocacy

Brands today and tomorrow must convert viewers to users and users to advocates.

But advocacy isn’t free: It comes when value compels evangelism.

“The Internet is not cannibalistic; it is only additive. We view the Internet

as a lab for our TV network… The Internet can help the network

and vice versa.”

Les Moonves CEO, CBS

only now, many of those conversations are digital, and thus more powerful.

TV still dictates the conversations we’re having—

1/3 of our day spent online;

imposed new expectations on traditional TV (on-demand,

DVR, 2-way, etc.)

Branded Entertainment: Webisodes, engagement

platforms, videos as “content”

# 4 largest site

# 2 search site

# 1 largest video site

5B streams/month

70% of TV viewers are Web surfing as

they watch

# 2 largest video site

5.5B streams/month

Middle-agers fastest growth

Line between content and advertising is blurring, as is line between TV and

Web

Yet, digital and social has wrought seismic shifts upon our beloved TV.

55% people have broadband access;

90% by 2012

55% people have broadband access;

90% by 2012

86% of TV viewers are using mobile

device as they watch

The best-in-class TV shows combine their DNA with the “people add value” principle of Web 2.0.

What makes these #winning ideas for our times?

We are social animals.

Human experiences are better together.

The brands that are winning today understand this.

Because on the social Web, people add value, and the brands that win are

creating ideas and experiences that get better the more people use them.

So what is next for television?

“The future is here. It’s just not evenly distributed yet.”

William Gibson

Writer and Futurist

23

#1 Fan Couch Potato

Social Butterfly

TVDJ

Play Along TV puts you in

the game/event Smarter TV, serves mood

and preference

Viewing Party TV puts content in context of your social circle

Curate and AddTo TV lets users drive

Info Junkie News at the

nexus of historic truths +

Play along with TV and (really) get in on the action.

#1 Fan

#1 Fan

Implications of #1 Fan:

  Don’t just watch—play along   Go deep(er) into the action

  Tight-knit community of passions

  We’re all the show now

  Ad-ded value, too

Personalized TV defined by mood, likes, and history—not time grid and alphabet order.

Couch Potato

#2 Couch Potato

Implications of Couch Potato:

  “Lean-back” meets “lean-forward”   User at the center

  Hyper-contextual relevance is king

  Behavioral targeting is queen

  Cross-platform integration

TV Viewing Party puts content in context of your social circle.

Social Butterfly

#3 Social Butterfly

Implications of Social Butterfly

  Let people in   Return to the “live” shared viewing experience

  Social deconstruction and bookmarking

  UGC forces a rethink on “piracy”

  Real-time “buzz” is critical

Users curate, co-create, and drive the TV show.

TVDJ

#4 TVDJ

Implications of TVDJ:

  Engagement beyond “The 61st Minute”   User deconstruction and bookmarking

  DVR and time-displacement—our new friend

  Ad-ded value, too

  Content as a platform (think George Lucas and Gene Roddenberry)

News at the nexus of historical context

Info Junkie

+

“History is the only true philosophy.”

Osker Spicer Father, Lifelong News Journalist

39

#4 TVDJ

Implications of Info Junkie:

  News in greater context to historical nodes   Live news in context of multiple points of view

  From news to truths—user-controlled deconstruction and analysis (think Politifact and Politics for Dummies)

  Cross-referencing demands transparency over spin

  Firehose of content unlocks sponsorship opportunities

Insights for advertisers from the “unevenly distributed” future of TV.

  Platforms collide in content and interface

  Into real life

  Better together

  People will be channels

  Will know who we're talking to

  Real-time brands

  Sponsors still vital

  Sponsored value

  :30 is a random number

  30:00 and 60:00 are equally random numbers

Concluding notes on TV in the age of the Internet.

  TV not dead—alive and thriving   Digital is the best sidekick TV could have   “The Future” is already underway   You are now shaping what’s next

Thanks.

http://www.slideshare.net/group/we-are-fallon

Let's continue the conversation.

#TV2.0 @akispicer

http://www.linkedin.com/in/akispicer

http://www.fallon.com

Find this and other Fallon Brainfood presentations:

@rockynovak

http://www.linkedin.com/in/rockynovak

@jacobabernathy

http://www.linkedin.com/in/jacobabernathy