The future of television Manuel Cristobal Producer
TV will last only six months because “people will get tired of staring at a plywood box every night” Hollywood producer Darryl F. Zanuck referring to TV in 1946
“A new generation of media consumers has risen, demanding content delivered when they want it, how they want it and very much as they want it” News Corp Chairman Rupert Murdoch referring to the new digital age in 2006
THE FUTURE OF TELEVISION
What is going on?
Television enters the new frontier of alternative choices, screens and platforms. Anywhere anytime media. Audiences are becoming increasingly fragmented among products, channels and platforms. The industry is confronting unparalleleed levels of complexity, dynamic change and presssure to innovate. Coexistence of two types of consumers (lean back vs lean forward)
THE FUTURE OF TELEVISION
Not the dot com hype again
The players are Telcos (BT, AT&T, Telefonica, France Telecom, BT, Vodafone, etc) and computer or internet giants (AOL, Apple, Google) appart from the broadcasters. There is a critical mass and there is access to it (Broadband users in USA now 95,5 million, IPTV worldwide suscribers will rise from 4.3 million to 36.8 million in 2009 and Telefonica has access to 180 million clients) The future of most companies depend on video as traditional business is either saturated or in decline. Advertising is moving from traditional media to new media at important speed.
ENERGING BUSINESS MODELS
Freeview (BBC1, BBC2, BBC3, BBC4,ITV1, ITV2, ITV3, ITV4, CHANNEL 4, 4 MORE, 4MORE+, CITV, UKTV HISTORY, FIVE, SKY NEWS, SKY 1, BBC NEWS, BID TV, THE HITS…)
DTT with 30 tv channels and 20 radio stations. Covers entertainment, children, news, music, & lifestyle. Advertising as usual. No user fee but needs Set Top Box and aerial change. Possibility of PVR. Switchover around Europe in 2012. For TV.
ENERGING BUSINESS MODELS
In2TV (Warner Bros & AOL)
14.000 episodes available. Six thematic channels (one for animation) One minute advertising inserted into show. No user fee. Skip resistant advertisment. For PC
ENERGING BUSINESS MODELS
Itunes (Apple)
Episodes of selected content day after airdate on video podcast such as Lost, Desperate housewives, Dora the explorer. PC playbkac with quicktime $1.99 episode. No advertisments. For Ipod.
ENERGING BUSINESS MODELS
Lovefilm
Legal film download to own or to rent with Windows Media Player 10. Blockbusters available at the same time as DVD. To rent: 5 to 7 days to watch, need to conect to veryfy licence. To own: for €9.99 two download versions (PC and portable device) and DVD copy with no extras. For PC, Media Portable Device and DVD player.
THE FUTURE OF TELEVISION
The future consumers Lean back Consumers TV. News, Football, TV series. Prime time. 30 second spots. Remote control. Triple pays
Lean forward consumers HDTV, TV on PC, PSP, Mobile TV. Preview episodes, news segments, intercative shows, video blogs. On Demand, On replay via PVR. Click through, IM advertisment. Cellphone programming of PVR, social connection accross devices. A la carte niche channels, on demand season pass.
CONVERGENCE
Media Center PC
PC conected to Set Top Box, internet and TV. Watch your photos, watch TV, listen to your music, send instant messages or e mails and access internet to look for content. Move your devices.
content
to
portable
THE FUTURE OF TELEVISION
Digital Rights Management
Digital media files can be easily copied and distributed without any reduction in quality Piracy is a concern when security measures are not in place to protect content Digital rights management enables content providers to protect their content and maintain control over distribution Content providers can protect and manage their rights by creating licenses for each digital media file.
THE FUTURE OF TELEVISION
Digital Rights Management
License registration procedures also give these companies important customer information. Such information helps content providers stay closer to their customers. Having a robust DRM system in place ensures that a wide variety of the highest-quality audio and video content is made available to consumers
