Connected, ubiquitous and social: the future of TV
Iñaki Ferreras | 03-12-2010
Future television will be connected, ubiquitous and social according to a group of experts who participated in the 'CUbics' conference in Barcelona by the Corporación Catalana de Medios Audiovisuales (CCMA), owned by Activa Multimèdia, the digital TV company at the same time belonging to Cataluña's public broadcaster CCRTV.
In the first place Enric Marón, CCMA's president reminded the audience the how important knowledge will be in the world of the new television.
"This is the real key for the media not to be obsolete" he said. This is why it is essential the public broadcasters to develop knowledge strategies together with the private companies, universities and research centres, according to him. In this sense the CCAM has taken part in nearly forty research projects collaborating with enterprises and research pioneer centres.
For his part, Joan Rosés, Activa Multimèdia and CREA's CEO underlined the need to transform the current media and at the same time defined the new dimensions these are adopting: every time they are more connected, they are distributed on different platforms and also they are more integrated in the social networks.
Talking about the future of television Brian David Johnson, Research in Consumer Experience Manager and Future Casting at Intel Corporation thought television will continue to be as it is today but the concept of watching TV will change if it hasn’t already. He said: "Television is not [about] equipment or content, it is an information experience and also ubiquitous, personal and at the same time social." So people will continue to meet to watch television in a group but the contents will not be live but on demand, the executive added. Nevertheless the TV new business models will not be implemented as fast as the consumer habits because to implement a new business model it takes longer, he assured.
Peter Boland Universal-McCann España's president analysed the role of advertising in new television and underlined that in spite of the fact the audiovisual consumption has rocketed the advertising agencies and even the brands have not changed their minds. "So they still want to persuade the consumers when they should look for audiovisual formulas to establish links with them." he said. Also he argued that advertising agencies should generate experiences, to impact, motivate the participation of the viewers and also they should entertain them, according to him. "We must use the technology to play and create new consumption experiences so the brand stays in the future on their minds." he declared.
Simon Nelson, the BBC's multi platform distribution executive also took part in the conference by saying the viewers want to watch the contents on multiple platforms but from the iPlayer point of view there is still 1% of the BBC's consumption through this advanced box. "Talking about our iPlayer the big goal is the simplicity, how to open the files and organize the information in a simple and easy way because the viewers want to click and watch. The applications must be easy and not intrusive," he stated.
Finally Geni de Vilar, co-director at CREA proposed the idea that today's media is positioning to be in the social networks. In this context the first step was to place their brands in the networks and after they have realized they must take advantage of a whole world of new possibilities: to give an opinion, to share and recommend contents, to organise and participate in collective watching sessions on virtual rooms. "Here being on Facebook, YouTube and Twitter is already inevitable" she assured.