Tomorrow's television today

Tomorrow's television today

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  TRACKING TOMORROW’S TELEVISION TODAY Presentation by Nick DeMartino ATAS Faculty Seminar Fellows. November 10, 2011 Thursday, November 10, 2011 I hate the future because it’s always wrong.And yet, perhaps foolishly, I’m going to talk about the future of television.Some of the trends we’ll explore are here already, at least for some people, but how they evolve for the mass audience is a question. Others are perhaps ten years out, which means, maybe never.
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  WHAT I DO: Strategy for the Digital Era Thursday, November 10, 2011 18 months ago I launched a consulting business to help companies navigate the digital era. Most of my work is in content and distribution. For 20 years I was Senior Vice President of the AFI in charge of media and technology. I launched programs like the Digital Content Lab that brought together Hwd. & SV.
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  TEN QUESTIONS • What is a channel? • How do you share? • What is a remote? • Where do you watch? • What is a screen? • How do you create? • What is an ad? • How do you participate? • How do you watch? • What is reality? Thursday, November 10, 2011 I’ve formulated ten questions about the future of TV that can help us examine trends. My thinking has been aided by a survey of industry leaders shared with me by William Gerhardt and his colleagues at Cisco. I will be on a panel with him next week at Georgia Tech. http:// www.cisco.com/web/about/ac79/sp/sptl.html
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  WHAT IS ACHANNEL? • Internet: always on • Video on-demand: downloads & streams • OTT: websites are networks • Time- and place- shifted Thursday, November 10, 2011 The days are numbered for the channel as a fundamental organizing principle for content. This concept, and the business rules behind it, was a necessity in order to use the electromagnetic spectrum efficiently, and it was carried over into cable TV.
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  WHAT IS AREMOTE? • Keyboard • Second Screen (touch) • Gestural interfaces • Voice command • Facial recognition Thursday, November 10, 2011 The remote control was a revolutionary device because it allowed users much greater control of content consumption. But it’s a primitive and often very annoying interface that is being replaced.
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  WHAT IS ASCREEN? • TV is an application, not a device • Screens are everywhere • Screens get huge • Screens in our pocket Thursday, November 10, 2011 The invention of the cathode ray tube paralleled the growth of the content and advertising networks that filled those early screens. Over time, of course, we’ve used screens to display all sorts of content, to the point where television content is simply another application.
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  WHAT IS ANAD? • Personalized, targeted • The Virtual Self • Interactive • T-commerce, M-commerce • Content as brand, brand as content Thursday, November 10, 2011 Corporate advertising and sponsorship has been financed much of television, up until the rise of subscription television. With the rise of the Internet, and its ability to target individuals based upon data, the form of ads will change again.
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  HOW DO YOUWATCH? • Watch with friends (real & virtual) • Motion capture, telepresence & holograms • Interact w/content & characters • Viewing becomes persistent & immersive (transmedia) Thursday, November 10, 2011 TV viewing is sometimes lonely, sometimes social, often simply ambient -- based upon circumstances within each household. In the future, other factors outside our physical reality will help change the viewing envirnoment.
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  HOW DO YOUSHARE? • Social graph integrated at every level • Content discovery is social • Sharing reflected in content formats Thursday, November 10, 2011 The social web is the web for most people, and with IP connected TVs, second screens, etc., the conventions of the social web will naturally extend to the TV experience. It’s happening already.
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  WHERE DO YOUWATCH? • Screens are pervasive • Vivid portable screens • Content (TV) follows you • Cloud storage • Stop & start all day Thursday, November 10, 2011 Content consumption left the living room a long time ago. We will view anytime, anywhere.
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  HOW DO YOUCREATE? • UGC as an emergent form • Faster, better, cheaper tools • Crowd-sourced production • Proliferation of outlets • The rise of the fan/producer Thursday, November 10, 2011 A great story well told, that’s what we want from our media providers, along with information, education, escape. It was a miracle in the 50s, and it remains so, to my mind. But the advent of powerful inexpensive production tools and ubiquitous distribution via YouTube has created an amazing revolution of content production that is competing for eyeballs and redefining what we think of as Television.
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  HOW DO YOUPARTICIPATE? • Merger of story forms (linear, games, distributed) • Rise of collaborative narratives • Integration of big data • Fan voting for more than just stars Thursday, November 10, 2011 The audience is becoming used to being in the picture -- certainly as surrogates, in the triumph of reality and competition formats -- but also directly in terms of interactive forms. Games are a big factor here. We will see story forms merge, new formats created, greater involvement and immersion.
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  WHAT IS REALITY? • Multi-sensory experience • Perfected 3D • Holographic video • Olfactory and tactile • Multiple POVs and camera angles Thursday, November 10, 2011 McLuhan used the word synesthetic in describing television’s exploitation of multiple senses. We will see additions to the sensory, particularly spatial elements, that bring increasingly realistic experiences to life inside the home.
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  TELEVISION TODAY • IP-enabled TVs/screens • Pervasive social graph • Content in the cloud • TV shows expand • Over-the-top networks • Browsers & search across delivery systems • Apps (TVs, mobile) • The virtual self: Content • Powerful mobile devices follows people • Voice command • 2010 IMPG Thursday, November 10, 2011 Some of the companies that are relevant: Roku, Apple TV, Google TV, Samsung, LG, Sony, Panasonic, Miso, Get Glue, IntoNow, Zeebox, Sidebar, Siri, iPhone, Android, Facebook, MediaSynch, Shazam, cookies, Locker Project.
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  YOUR STUDENTS? Thursday, November10, 2011 What kind of jobs should your incoming freshman look for in 4 years, or 7 if they go to grad school? That’s a lifetime. Content creation and storytelling. Transmedia. Software. Data mining. Interface design. Marketing. Entrepreneurship. Theory. For institutions, the need for rapid prototyping of curriculum and learning experiences butts heads with traditions (including tenure) which can slow down change.
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  NICK DEMARTINO • TWITTER: • WEBSITE: @nickdemartino www.nickdemartino.net • SLIDESHARE: • BLOG(and newsletter): www.slideshare.net/ www.nickdemartino.net/ nickdemartino blog • EMAIL: • DELICIOUS: [email protected] www.delicious.com/ afinickd/ott Thursday, November 10, 2011
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  Thank You VeryMuch Thursday, November 10, 2011