TEN QUESTIONS THAT DEFINE THE FUTURE OF

TELEVISION Rotary International - Long Beach CA

March 6, 2013

WHAT I DO:

Strategy for the Digital Era

MEDIA ACTIVIST, 1962

LET’S LOOK INTO THE FUTURE

CHANGING TIRES...

WHILE DRIVING

TELEVISION: STRENGTHS

• Local TV: news, weather sports

• Network TV: premium content & national reach

• Cable TV: a better business model

TV’S GOLDEN AGE

TELEVISION: WEAKNESSES• Seismic technology shift

• Video is everywhere

• TV is just an application

• Legacy business model

• Digital creates new media

• Protective of status quo

• Don’t think like ‘digital natives’

TV’S DEATH THROE

INTENSE COMPETITION

Content is digital

Internet connects everything

New devices proliferating

New types of programming

New types of networks

New business models

INTENSE COMPETITION

★Xbox★Hulu★iTunes★Amazon★Netflix★YouTube

PUT YOU IN “YOUTUBE” • 48 hours per minute

• 3 billion views per day

• 44% of WW video views

• 33% of US video views

• 21 hours per month

• #2 search engine

• 10,000 content partners

• YouTube’s 100+ premium channels - like early cable TV

IT’S A SOCIAL WORLD • TV is chasing social

• Tweets = engagement

• “Likes” = customers

• Followers = dialog

• Subscribers = $$

• Don’t forget the blogs

2-SCREEN ENGAGEMENT• Consumer connection• Social check-in• Gamification• Rewards/badges• Sponsorships• Loyalty programs

TEN QUESTIONS

• What is a channel?

• What is a remote?

• What is a screen?

• What is an ad?

• How do you watch?

• How do you share?

• Where do you watch?

• How do you create?

• How do you participate?

• What is reality?

WHAT IS A CHANNEL?

• Internet: always on

• Video on-demand: downloads & streams

• OTT: websites are networks

• Time- and place-shifted

WHAT IS A REMOTE?• Keyboard

• Second Screen (touch)

• Gestural interfaces

• Voice command

• Facial recognition

• Glasses, watches

WHAT IS A SCREEN?

• TV is an application, not a device

• Screens are everywhere

• Screens get huge

• Screens in our pocket

WHAT IS AN AD?• Personalized, targeted

• The Virtual Self

• Interactive

• T-commerce, M-commerce

• Content as brand, brand as content

HOW DO YOU WATCH?• Watch with friends (real &

virtual)

• Motion capture, telepresence & holograms

• Interact w/content & characters

• Viewing becomes persistent & immersive (transmedia)

HOW DO YOU SHARE?

• Social graph integrated at every level

• Content discovery is social

• Sharing reflected in content formats

WHERE DO YOU WATCH?• Screens are pervasive

• Vivid portable screens

• Content (TV) follows you

• Cloud storage

• Stop & start all day

HOW DO YOU CREATE?

• UGC as an emergent form

• Faster, better, cheaper tools

• Crowd-sourced production

• Proliferation of outlets

• The rise of the fan/producer

HOW DO YOU PARTICIPATE?

• Merger of story forms (linear, games, distributed)

• Rise of collaborative narratives

• Integration of big data

• Fan voting for more than just stars

WHAT IS REALITY?

• Multi-sensory experience

• Perfected 3D

• Holographic video

• Olfactory and tactile

• Multiple POVs and camera angles

DISRUPTION

DISRUPTOR

TOMORROW IS NOW ...

• IP-enabled TVs/screens

• Content in the cloud

• Over-the-top networks

• Apps (TVs, mobile)

• Powerful mobile devices

• Voice & gestural command

• Pervasive social graph

• “Expanded” TV shows

• Browsers & search across delivery systems

• The virtual self: content follows people

NICK DEMARTINO

• TWITTER: @nickdemartino

• EMAIL: nrdemartino@gmail.com

• WEBSITE: www.nickdemartino.net

• BLOG (and newsletter): www.nickdemartino.net/blog

Thank You Very Much