SMPTE MediaCity 11 th November 2013

Transcription

1 SMPTE MediaCity 11 th November 2013 My take on the future of TV Bill Scott COO, BillScott7

2 Agenda 1. The future of TV 2. What Easel TV is doing about it Television is special SMPTE - Salford - November Easel TV

3 Easel TV Specialist Connected TV software company working across all major platforms The Suggested TV TM platform: Enables personalised TV channels Retains the serendipity of television Reflects the context of TV in the home Reusable software components and end-to-end service delivery: Consult Design Build Integrate Operate SMPTE - Salford - November Easel TV 2013 Click here to watch the Easel TV showreel Page 3

4 The future of TV WARNING! Unsubstantiated Statistic free presentation opinion SMPTE - Salford - November Easel TV

5 Diversity of choice Today there aremore than 690TV on How do you fill all those schedules? +1 channels, themed channels, channels repeats, cheap content Sky Broadcaster brands, channel brands, programme brands, sponsor brands, rights holder brands, programme makers SMPTE - Salford - November Easel TV

6 Diversity of choice How do you fill all those schedules? +1 channels, themed channels, repeats, cheap content Broadcaster brands, channel brands, programme brands, sponsor brands, rights holder brands, programme makers SMPTE - Salford - November Easel TV

7 Connected TV enables on demand SMPTE - Salford - November Easel TV

8 Linear model is inefficient Consumers miss relevant content and watch irrelevant content How many more people will watch a programme that is seamlessly available and promoted over a one week window? Water cooler chat goes from: Did you see Downton Abbey last night? to Have you seen this week s Downton Abbey yet? and now it s on Facebook Tx Promotion window to 11 21:00 21:00 25:30 SMPTE - Salford - November Easel TV

9 The potential result: more relevant content Serendipity of TV can be retained with: Intelligent suggestion of relevant content with a televisual experience Simple interactivity to aid discovery: selectable teaser trailers Barker channels Skip button / Select button Harry Potter Fan Club SMPTE - Salford - November Easel TV

10 We must therefore need less content If on demand is more efficient, we need less content Some under-served segments may need more; overall we need less Relevant and just plain good content will reach more of its intended audience More people will watch fewer programmes SMPTE - Salford - November Easel TV

11 What does this mean? Less advertising revenue? Not necessarily If viewers watch the same amount of TV they will watch a similar amount of advertising Premium for more relevant audience? Premium for bigger audience? Better measurement? So actually, this could help TV fight back against the shift of ad-spend online SMPTE - Salford - November Easel TV

12 Targeted advertising? Lots of wastage in TV advertising keeps the industry alive Reach is used to justify wastage What s wrong with targeted reach? Targeting and measurement become differentiators and then pre-requisites? SMPTE - Salford - November Easel TV

13 Less content: What s the impact? How do we fill a schedule? Perhaps we don t need to? Live events mean there is still a need for a schedule Otherwise, content is released to coincide with promotional activity Commissioners and Schedulers must adapt their craft to manage overlapping content release windows, which become the new schedule The BBC suggests for you today SMPTE - Salford - November Easel TV 2013 Page 13

14 How do we get there? Linear EPG going backwards like YouView, TiVo & Freesat is a start But that s not the long term answer This may increase consumers focus on a smaller number of channels Longer term, new models of content discovery will emerge and the linear EPG will fade away SMPTE - Salford - November Easel TV

15 What does this all mean? Less money for content? Money focused on the content that achieves its funders objectives Greater efficiency Exploit potential of connected TV: simple interactivity enhances entertainment & content discovery We must retain the serendipity it s what makes television special SMPTE - Salford - November Easel TV

16 Turning the TV into a PC Slow Carousel Faster IPTV Now - HD, fast, Connected TV Tried , tried banking, tried shopping Viewers didn t use it Now it was two way, surely people wanted the web on TV. Viewers didn t use it Now it s HD, web sites are readable and clear. Surely people want to surf the web on the TV. Will viewers use it?

17 Traditional approach

18 all3media B2C VoD channel Samsung & LG Smart TVs ios (ipad and iphone) Xbox 360 ~350 hours of content UK & USA Pay-per-view for 48 hour rental using PayWizard e-wallet & Xbox Live account SVoD for multi-screen entitlement; pay on one platform, watch on any other Apple in-app purchase also provides cross-device subscription entitlement Click here to watch the all3media user experience video SMPTE - Salford - November Easel TV 2013 Page 18

19 Suggested TV: Requirements High quality televisual experience, 1optimised for each of multiple platforms 2 Dynamic, data-driven UX with flexible editorial, marketing & monetisation controls 3 Fresh and relevant user experience every time the app is run SMPTE - Salford - November Easel TV 2013 Page 19

20 Suggested TV architecture for dummies HTML family Flash family Others Third-party stuff Cloud-based stuff Device-optimised players Any CMS Any OVP Any payment provider Any ad server Any CDN Any DRM Recommendations Client s own services Social networks Product/packaging As much of the app functionality as possible Editorial controls Marketing/promotions CRM Enhanced metadata All third-party interfaces Social network interfaces SMPTE - Salford - November Easel TV 2013 Page 20

21 How do we make things relevant? AEditorial selection of content into playlists BTarget the playlists at audience segments CAlgorithmic post-processing for each user SMPTE - Salford - November Easel TV 2013 Page 21

22 SMPTE - Salford - November Easel TV

23 HTC One Micro-channel Micro-channel: Virgin Media: TiVo platform Discovery bar in EPG App live in 3 weeks 3 month campaign Click here to watch the HTC One micro-channel user experience video SMPTE - Salford - November Easel TV

24 HTC One Micro-channel case study Results: App live in 3 weeks on Virgin Media: TiVo platform Target for 3 month campaign hit inside 1 week 18 minutes dwell time from 27 minutes of video Original plan for 3 month campaign extended to 9 months Client has editorial control to add new video and change playlist and menu SMPTE - Salford - November Easel TV

25 Conclusion Television is special The future is seamless and televisual Serendipity is important Television must remain special SMPTE - Salford - November Easel TV

26 SMPTE Media City 11 th November 2013 The end Bill Scott COO, BillScott7