One of the sentiments to come out of the current Cannes communication and creative fest is that the next five years will see more change than the last ten. Let’s face it the last ten have been a rollercoaster ride so buckle up.
Staying with or even getting ahead of the pace of change puts the excitement back in to the business, there’s never a dull moment. One thing is evident though and that is we don’t have to chuck out the TV with the bathwater. TV as we know it will change from being the big screen in the room to become lots of little screens wherever we decide to go as personalised devices proliferate.
The lifeblood of TV will be social. We’ll look back at TV, as it is now, in a few years and think “How clunky was that?” Think Masterchef…as the credit’s role we’re left with a screen packed with sponsors’ logos and the ads roll. Sure we can shout out our thoughts on twitter but its not really a conversation more everyone talking at once, clammering for attention. We can chat to our mates via Facebook but this is friend-centric not topic-centric and thus a bit limiting. TV will become about participation in real time about whatever, with whomever & whenever.
1. The Decline of traditional TV as we know it. The concept of TV as we know has changed and will be in the future over multiple platforms and social will be designed into all TV formats as a natural part of the viewing experience.
2. TV will be al a carte & you will be able to pay to avoid Ad’s. It will only be a few years away where you will be able to subscribe to your favourite TV show and pick and choose what show you watch based on your tastes as part of a subscription package and watch them on any device anywhere anytime.
3. Global communities will dominate media –Global social networking applications will continue to proliferate into the video arena, providing communal interaction and real-time ratings and recommendations, creating shared experiences and across geographic boundaries.
4. Every TV network will have a social media Team -Every launch will have a dedicated social media plan. Two years ago, there was nothing. Today, social is a core component of how the US networks do their job. This will spread globally across broadcast media.
5. Most viewing will be on personalised screens– The opportunities around Tablets and touch screens are only just beginning and more audio and video will be consumed on personal devices than on the traditional shared living room display, which will become more multifunctional and less defined by the television viewing experience.
6. Mobile will be the number one device people view TV on with programs made specifically for the format. In Tokyo there are currently more than 1.5 million paid subscribers for TV shows specifically made for mobile which will only spread globally between now and 2020.
7. Transmedia story telling will be the norm -Storytelling across multiple forms of media with each element making distinctive contributions to a fan’s understanding of the story world. By using different media formats, transmedia creates “entry points” through which consumers can become immersed in a story world. Watch out for the new Fox8 series ‘Slide’ which launches in August a great example of home grown transmedia storytelling via Hoodlum entertainment.
8. Social Commerce on TV will be ubiquitous via new business model like GOAB
9. Touch devices will replace remotes-the awful point and click will be replaced by touch sensitive, interactive devices including tablets and multipurpose smartphones.
10. All TV’S will be connected to the web
Does anyone want to add to this?