Television Week Takeaways: What Is the Future of TV?

Great New Consumer OpportunitiesFor the average consumer there has never been a better time to be a fan of video amp160There is an embarrassment of riches that can be accessed through a myriad of portals and services amp160The challenge though according to Richard Au Head of Content Acquisition Amazon Channels is quothow do you find what you like and discover new contentquotEnter the FAANG Facebook Amazon Apple Netflix and Google companies which are quickly developing an enviable range of video content that is increasingly matched with easytoaccess ad tech for advertisers amp160Data plays a huge role not only in the ad tech but also in content curation Amazon for example has developed algorithms that take a look at the content choices of other people who watch similar content amp160quotWe also note what you subscribe to and create a personalized experience and editorial for any new content coming upquot Au explainedGreat New Media Challenges amp8230 and How to Overcome ThemThe advancements of FAANG have created stress on the legacy business model amp160David Levy Executive Vice President NonLinear Revenue Foxamp160and Aaron Radin Senior Vice President Partnerships and Portfolio Productsamp160NBCUniversal weighed in on the broadcast television model amp160quotThe future of TV buying is to enable audiencebased buying at scale through efficient automated platformsquot Levy said amp160quotWe need to introduce new measurement solutions beyond cost and reach that properly value attentionquotTo that end competitors such as Fox and NBCU have to begin to work together to forge these protocol solutions and build pipelines amp160quotThe keys to success are automation APIs data scalable ad products markets and measurementquot Radin explained amp160This needs to be accomplished in an accredited industrybased manner amp160Cross platform solutions are pivotal amp160quotGoogle and Netflix have great automated buying options to buy at scale across platformsquot he added amp160quotWe need to find ways to present all of our inventory across all platforms converging our inventory and enabling transactionsquotThe legacy model of advertising will be tough to change amp160quotHow do we take 16 minutes of ads in a program and place it in an environment that has fewer adsquot Levy asked amp160quotWe need to get a lot better at measurements including attention where they are in the funnel the quality of attention and any change in perception amp160If we are just measuring cost and reach we have no chancequotGreat UnknownsAs cooperative as the legacy media players might become there are still the unknowns that can negatively impact the business amp160Jeffrey Weber Chief Executive Officer ZoneTV noted that we are in this inbetween time where new aggregation models for content and channel choice haven39t yet settled into an industry standard amp160Its hard for consumers to find content that they may like amp160Weber believes that operators need to harness the power of the electronic programming guide and help viewers locate the right content at the right timeLance Neuhauser Chief Executive Officer 4C said it is important to makeamp160the most of every data set amp160He stated that quotSocial is the largest set of anthropological information now availablequot he said amp160quotIt is the largest focus groupquot amp160He sees that consumers are using ad breaks to engage in social media or texting amp160quotWe need to start from the future and work our way back and recognize that consumers no longer need to watch adsquot he advised quotThey can fastforward subscribe pick up their phones etcquot amp160Linear TV is playing catch up and it will be slow amp160quotYou have linear trying to change with 50 years of infrastructurequot he addedGreat AdviceThe best advice which was repeated throughout the day was that businesses need to focus on the viewer and not on the platform amp160Refocusing on the end user can enable a more flexible and successful business model that reinforces a strong future for televisionClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Television Week Takeaways: What Is the Future of TV?

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Charlene Weisler

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