The situation in which the whole family staring in the evening with a glass screen is no longer current. Much more likely is to find the individual family members with your smartphone or tablet, which will watch a pre-recorded episode of the program Fishing VOD service, program or piece of information. Does this mean that TV thing of the past?
The main driving force behind changes in the perception of video content is technological progress. The development of broadband and mobile internet and smartphones and tablets has opened many new opportunities for both senders and recipients of such content. So how do you change the TV and the recipient in recent years?
- Television practically has not changed at all – says Artur Brzyski of Insys – Television is a model of storage and delivery of audiovisual content in the form of the signal. Stations transmit a signal to its customers, and you can learn about the plan of the broadcasting of TV programs. Such a model exists more than 50 years, have become accustomed to him studios, broadcasters and distributors. And so it worked 10 years ago. What changes is the model of television businesses – Brzyski states.
A milestone for changes in consuming television content was the emergence of smart phones and the popularity of YouTube. Then each of us can become a producer of video content and gain a wide audience. The traditional model, in which the audience remained dependent on what television channels provided them, ceased to meet their changing needs. The answer to this demand became VOD services.
- Consumers have growing expectations of content delivery models. Linear TV simply no longer meets – says Jarosław Narojczyk of Insys. – We see this especially clearly in the results of research among users. It is natural to them that the content is public, you just have to know where to look. People expect that you will find in the directory VOD something that they just interested. They do not care who it is granted. Therefore, more and more players in the market focuses on high quality productions for exclusive use. In this way they are able to fight for the little time loyal customers – adds Narojczyk.
Today, most TV stations put their programs on a network where everyone can see them for a small fee or for free. Some stations completely abandoned the fight
piracy, but instead offer viewers their own programs cheap, fast and excellent quality. The flagship example of Internet TV is an American Netflix. With more than 50 million regular users of the service behind the making of such hits as “House of Cards” and “Orange is the New Black”.
Phenomenon, which says a lot about modern forms of watching TV is Multiscreening -An innovative way of delivering TV and video content. According to data from the report Multiscreening 2014 IRCenter 62% of Poles watch TV while using a laptop, 52% using the phone, and 26% at the same time uses the tablet. About 37% of Poles watched TV or mobile smartphone. The simultaneous use of two or more devices is greater convenience for customers as well as new challenges and opportunities for media broadcasters. Multiscreening enables the implementation of large-scale advertising campaigns that reach the viewer on different channels. On the other hand, especially young viewers do not interrupt already watching your favorite show from your home – simply continue to watch using the tablet on a tram or bus.
In which direction will go a change in the ways of consuming television content? According to Arthur Brzyski of Insys future of television is to deliver content completely tailored to a specific recipient.
- As services such as Spotify have begun to offer music on demand and create tailored to your taste music stations, so probably in 5 years you start getting models deliver fully customized video content to consumers – says Brzyski – No is a problem for me to imagine millions of individually tailored to the recipient’s television programs. Technological capabilities have been around for a long time, but the problem is copyright. Probably at that time a subject focus in their hands so many laws that it will – adds Brzyski.
With the above forecast also agree Jaroslaw Narojczyk – In 5 years the building will be getting more fiber in which the Internet will be supplied video signal in very high quality. Traditional set-top boxes will disappear, and they will take over the functions of set-top boxes and televisions connected to the network. Ads will be matched to the recipients, so that we will not see those that we do not care – considered Narojczyk.
There are many indications that we face major changes in the ways of consuming television content. Importantly, the society is ready to change their approach to the traditional TV viewing. According to a study commissioned by the UPC Poland 42% of Poles want to watch programs on your TV with internet access and already 62% watch TV with a laptop. We are happy to accept technical innovations, so you can assume that the rate of change in the way you watch TV can only grow.
Source: INSYS
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