The Evolution of the TV - The Information Age

THE EVOLUTION OF TV

“THE INFORMATION AGE”

Presented by Jorge Teixeira da Silva  

IN THE LATEST YEARS, THE TV INDUSTRY IS FACING HUGE CHANGES.

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THE CONTINUOUS MARKET SHARE EVOLUTION TOWARDS THE CABLE TV …

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… AND THE TIME CUSTOMERS SPENT ON THE INTERNET, VIEWING AND SHARING INFORMATION.

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SO THE CURRENT TV MARKET IS SHARED BY TV BROADCASTING, CABLE TV AND INTERNET.

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BROADCASTING MARKET SHARE  

+ CABLE TV MARKET SHARE  FEW PLAYERS

HUNDREDS PLAYERS + INTERNET MARKET SHARE  

THOUSANDS PLAYERS

ADVERTISING REVENUE

TIME 50’S 90’S 2000

DECREASING REVENUE

IT’S INDISPUTABLE THAT, THE MARKET IS GROWING IN NUMBER OF VIEWERS AND IN NUMBER OF COMPETITORS – “SHARING THE CAKE”

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HOW TO DIFFERENTIATE? Going on digital and utilizing the internet, has one mean to reach each customer! Better Customer Experience.

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GO TO THE “INTERNET PLAYGROUND” (COMPETITORS) AND GIVE A BETTER EXPERIENCE AND CONTENT.

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IT DOESN'T MEANS TO HAVE A WEBPAGE, A PRESENCE IN SOCIAL MEDIA OR DELIVERING WEB CONTENT! IT MEANS BE MORE INVOLVED WITH EACH CUSTOMER.

HOW TO ACHIEVE THAT? Get to know more your audience, each individual and build a good experience.

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BUILD YOUR BRAND COMMUNITY AND LINK THE INFORMATION WITH SOCIAL NETWORKS – GET SOCIAL ON TV!

THE BRAND COMMUNITY WILL BE THE SOCIAL TV. OR HAS MANY DESIGNATED AS THE SECOND SCREEN EXPERIENCE.

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BUT WHAT IS SOCIAL TV AND THE SECOND SCREEN?

14  TV BROADCAST

DIGITAL COMMUNITY  

TV  

PUBLISH CONTENT  

2º SCREEN   SOCIAL MEDIA  

TV CONTENT  

USERS INFO

SOCIAL TV  

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IT'S THE CAPABILITY OF VIEWING THE TV BROADCASTING ONLINE … 1  

… TO NOW THE AUDIENCE AND ADAPT THE CONTENT TO EACH ONE, AND MORE IMPORTANT TO ADVICE AND ALERT FOR RELEVANT CONTENT.

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HAVE A NEW WAY OF PUSHING CONTENT, THRU THE ONLINE AND ALSO THRU SOCIAL MEDIA.

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WHAT TV BROADCASTING COMPANIES, WILL WIN?

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A NEW REVENUE STREAM (€), THRU THE ONLINE SUBSCRIBERS, THE ONLINE ADVERTISING AND NEW MARKETS (THE ONLINE, HAS NO GEOGRAPHICAL BARRIERS)

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PROXIMITY OF ONLINE TV WITH THE DIGITAL TV, IN TERMS OF TECHNOLOGY AND USER EXPERIENCE.

MITIGATE THE ENTRANCE ON THE MARKET OF NEW COMPETITORS, LIKE APPLE TV, GOOGLE TV, AMAZON TV AND OTHER PLAYERS.

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PERSONALIZED MARKETING, PUSH INFORMATION TO TV VIEWER, ON CONTENT (TV SHOWS) AND ADS, SO THAT THE PERSON, GETS INFORMATION ON WHAT WILL BE SHOWN ON TV.

THE TRADICIONAL TV, CANNOT PERSONALIZE THE CONTENT, SO SOCIAL TV CAN ADD THAT FEATURE OR SEND INFORMATION TO THE PERSON, SO HE CAN SEE ON TV.

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USE THE SOCIAL NETWORKS, TO ADVERTISE THE TV CONTENT. FOR EXAMPLE A PERSON, COMMUNICATES, THAT HE’S SEEING A TV SHOW

ALSO VERY IMPORTANT, CREATE A LOGIC OF GAMIFICATION, GET USERS INVOLVED WITH THE TV SHOWS AND GET FEEDBACK FROM THEM!

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CREATE A PLAYGROUND WHERE ARTISTS, JOURNALISTS AND OTHER PEOPLE, CAN INTERACT USING SOCIAL NETWORKS INTEGRATED INTO THE SOCIAL TV APP.

Process Example

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TV  

SOCIAL MEDIA  

MY PREFERENCES

USER PROFILE (GROUPS, LIKES, FRIENDS, ETC)  

PERSONAL DATA

CONTENT SUGESTION ²  WHAT TO WATCH AND WHEN ²  FRIENDS ALSO WATCHED ²  NOTIFICATION TO EMAIL ²  SUGESTION ON CONTENT ²  TV SHOWSRATES & COMMENTS

WATCH ON TV

SEE WHAT I'M WATCHING ON TV!

DIGITAL COMMUNITY (SOCIAL TV)  

Process Example

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DIGITAL COMMUNITY (SOCIAL TV)  

E-COMMERCE  

PERSONALIZED MARKETING  

MARKETING SUGGESTIONS (CLICK TO ACTION)

PARTNERS NETWORK  

PERSON DATA (NAME & ADDRESS)  

ALSO VERY IMPORTANT -THE RESEARCH Understand more the audience, each person and build a central system for research.

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ALL THE INFORMATION WILL BE COLLECTED AND STORED ON A CENTRAL BI SYSTEM TO ANALYZE EACH SHOW AND UNDERSTAND THE AUDIENCE.

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INFORMATION FLOW

CRM

📊 BUSINESS

INTELLIGENCE

SOCIAL PROFILING

VIEWERS INFORMATION

SOCIAL TV

💬SOCIAL

NETWORKS

PUSH CONTENT

INFORMATION FEED

CUSTOMER SENTIMENT

& TAGS

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SOCIAL ENGAGE

THANK YOU! Jorge Teixeira da Silva (jorge.teixeira.silva.lx@gmail.com).