“As to when they want to watch it: that answer’s simple. Whenever. And on whatever device they want to. In many ways the viewer and the TV service are now both in the cloud”. (Viaccess and Orca)
Three steps to make tomorrow’s vision a reality
1. Personalising the viewing experience
Technology has generated new viewing patterns, so the viewer is not restricted to traditional TV viewing constraints.
From a viewer’s perspective, the ability to enjoy a personalised viewing experience is a major pull factor to attract mass audiences. For the providers themselves, this will inevitably retain viewers. To do that, many businesses obtain data by aggregating data to create a single, unified view of each audience member.
The audience will pick and choose what content they want to watch and when. Therefore, supply of different content is key and should be at the centre of your distribution model. This is vital as it gives you a much clearer understanding of what content is needed and how this can be distributed to the audience at any time on any media platform.
2. Cross-media content
As competition and demand for content increases, it makes the choice of producing content imperative and more strategic.
Audiences are becoming more active participants than just voyeurs because of the fast emerging and quickly developing media platforms. The cross-platform experience is increasingly important in developing content and is partly due to synchronous activity and dual screening rising rapidly. Consequently, this can result in a greater impact with the audience.
3. Partnership Opportunities
New digital channels and multi-media platforms, including on-demand services are putting traditional television production at risk of becoming obsolete. It is also allowing producers to gain a foothold and invest in cross-media platforms.
Therefore, companies should look at new partnering opportunities, which may mean looking beyond the usual suspects.
So does this mean that people are not watching live terrestrial TV anymore?
To a certain degree yes. However advertising and marketing has changed so much and how to interact with your viewer/ market has developed into a new world where passive watching is without doubt something of the past. Furthermore, it can be argued that the fast development of personalised content being available to watch on different multi-media platforms at any time could be due to our busy working lifestyles.