THE FUTURE (END) OF TV AS WE KNOW IT

Sorry I’ve been out of touch as of late. I’ve been traveling to Toronto often, first to the National Business Book Award ceremony (where I lost to an exceptional book called Profiting the Crown), and now back to the T-Dot for a presentation at Alliance Atlantis’ Spotlight on Specialty TV conference.

Anyway, I wanted to share this study from IBM, which among other things, states that:

Our analysis indicates that market evolution hinges on two key market drivers: openness of access channels and levels of consumer involvement with media. For the next 5-7 years, there will be change on both fronts – but not uniformly. The industry instead will be stamped by consumer bimodality, a coexistence of two types of users with disparate channel requirements. While one consumer segment remains passive in the living room, the other will force radical change in business models in a search for anytime, anywhere content through multiple channels.

The tech- and fashion-forward consumer segment will lead us to a world of platform-agnostic content, fluid mobility of media experiences, individualized pricing schemes and an end to the traditional concept of release windows….

Television

This is the beginning of “the end of television as we know it” and the future will only favor those who prepare today. IBM offers six executive recommendations to get started:

Segment: Invest in divergent strategies and supply chains for bimodal consumer types. Identify, develop and continually refine data-driven user profiles in order to optimize product and service development, distribution, marketing messaging, and service migration. Tailor content, advertising, pricing and reach dynamically.

Innovate: Innovate business and pricing models by creating – not resisting – wider consumer choice with windows, bundles, pricing and distribution. Take risks today to avoid losing position long-term.

Experiment: Develop, trial, refine, roll-out. Repeat. Conduct ongoing market experiments alone and with partners to study “real life” consumer preferences. Invest in new measurement systems and metrics for the on demand world of tomorrow.

Mobilize: Create seamless content mobility for users that require on-the-go experiences. Ensure easy synchronization across devices and without user intervention.

Open: Drive open content delivery platforms to optimize content and revenue exploitation, and to create optimum business flexibility and network cost-efficiency. Position open capabilities to bolster digital content protection with consumer flexibility, and for plug-and-play business upgrades necessary in the fast-changing marketplace.

Re-organize: Assess business assets against future requirements. Identify core competencies needed for future competitive advantage. Isolate non-core business components for outsourcing or partnership. From an external perspective, reconfigure business to exploit market and financial levers to buy, build or team to future competitiveness.

Thanks to MIT Advertising Lab for the heads-up. I wonder what Joseph Jaffe’s take on all this will be. I’m looking forward to the discussion.

BTW, if you are in Montreal May 14-16, he and I will be the keynote speakers at the Canadian Marketing Association annual conference.

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