4K, Smart TV, Smart TV, Ultra HD … All these cutting-edge solutions soon will go to rest. Do not believe us? Until recently I did not believe it. But over the past few years they have taken place really interesting change in the way in which viewers watch television, and how programs are constructed. The emergence of an increasingly competitive thematic channels, then the growing popularity of YouTubers increasingly convinced me that the end of the silver screen close to her heart. Perhaps even closer than 2,040 years.
– First, we must ask ourselves what so ever television today. Whether it is watching video on the TV at a time when the broadcaster decided that we should watch? This TV certainly will not survive and its end is very near – James Bierzyński, media market researcher and founder of Poland’s first media agency Optimum Media, no doubt about it.
25 years ago, that is, shortly after the founding of the internet, television was really powerful medium. And her role was so strong that even at the turn of the century, when the Internet began to grow faster, and so induce more emotions and fears. Do you remember even “The Truman Show” and “The Matrix” and television theme used to manipulate and control of the masses? Then the boom in various reality shows, sometimes – like “Big Brother” – directly referring to the antyutopijnych vision. It’s in the past. And it’s not just about declines in viewership and market share (including advertising) virtually anywhere in the world until recently the huge station. It is rather that the TV today, though still extremely important, ceased to be a medium that causes so vivid emotions, creating the trends and best knower, how to provide people that what has been created, that is, entertainment and information.
Live watch the latest show: beginning of the end of an old television.
Jeffrey Cole, a media researcher responsible for the global study of the World Internet Project, argues that the boundaries between the Internet and TV sighting loose the focus really fast. Now that it is seen as developing thematic channels internetyzuje TV, and the network begins utelewizyjniać. For what else but not great television channel is YouTube, and Facebook recently even strongly growing video content? Another vlogs or profiles are after all nothing but an extension of the traditional programs.
And since Netflix filmed specifically for the first series of “House of Cards”, it is clear that viewers just as happy this classic TV format , which is the show, watch the network. And what is important, the internet, offering at once a series, not like on TV – dosing after one episode – turned out to be a lot better understand the needs of today’s customers.
Now that you yourself explained the role banging internet TV, now let’s think, what this process will result in a quarter-century perspective. Here is our fifth dimension Decalogue television – TV 5.0.
Fifth Dimension
have been describing the surroundings, using four concepts: length, width, height and time. Thanks to technology, we are able to observe the world enriched with digital elements. A few years ago it seemed that the augmented reality (AR – augmented reality) will long remain only solution available for large advertising studies and scientific laboratories. Surprisingly, however, thanks to the development of mobile communications AR with a vengeance began to really come into use. Applications for furnishing apartments in three dimensions, to play three-dimensional games, experiment with Google Glass … and of course the first Smart TV using – still quite clumsy – the possibility of AR. As you can see, this technology is not even in its infancy, only taking its first steps. Still, ahead of its wide development. In this use of the new television. Chris Forrester, a journalist for more than a quarter-century writing about television in his book “Even Higher” (“even higher”) argues that these changes will really far-fetched. In his opinion, in 25 years will only CNN application in the AppStore, but holographic 3D images will encounter at every step, and TV devices will be controlled using implants.
Just imagine how a quarter of a century, watching the game in a holographic transmission format, you will be able to have a really real feeling of being in the stadium among the audience does not even just players. In this view believe CEOs of Google, which put forward at the end of 2014. 524 million dollars for development of the company Magic’s Leap specializing in developing solutions for augmented reality television solutions. Along with AR finally seriously on TV will be 3D. Not the failed experiment with trójwymiar as the boom a few years ago, only convenient, without restricting movement and hostile glasses. How to convince analysts, it will be as popular as the format of HDTV today.
Participation
Community watching – so Forrester called one of the most important changes in perception television. Under this concept lies a new digital media consumption. TV 5.0 is no longer the individual will experience only, it will not even family experience, in which a group of people in one room watching the same program. James Bierzyński: Viewer, the user, the consumer wants to have a bigger share in the content, which he delivers. If it is not itself unable to produce, it would at least be able to participate in it. And it’s not just technological experience that will give 3D technology, but also no less important social activities.
today with Ericsson ConsumerLab European survey shows that more than 60 percent. viewers use social media while watching television, and nearly half-to-date share your experiences with friends online on Facebook or Twitter. All indications are that this trend will intensify. And it’s not so much in the form of simple comments about the just while watching the program or arrange on a common (though of course each in their own home) to watch the premiere episode of “Game of Thrones”. This “community watching” is to rely on a strong exchange of emotions to such an extent that on the basis of their content provider will be able to prepare another program or views even during his lifetime change scenario.
Desires anticipated
Television future will perfectly know what we serve, and this was before even the viewer himself well will think what they want to watch. He will not have to dig through endless list of programs, films, series. Intelligent algorithm, based on the well polished behavioral targeting, the same everything fits and selects a specific person, time of day, year, or even a particular mood. Yes, the mood. After all, if TV 5.0 will be engaged with social media, based on our entries and photographs its offer will be able to adapt to any given moment.
So even believe Neil Hunt, Netflix director of product. Netflix now working to create a special offer personalization engine to such an extent that viewers do not have longer to spend time selecting what they want to see.
But as Hunt explains, this engine has not only help the viewers, but also a multitude of different little programs and productions, which the network is becoming more and which – to get through and get the audience – they need to reach their respective audiences. And will such small programs and artists more and more.
Millions of programming schedules
Why buy a package on cable or digital TV with a block dozens of programs, When and still “nothing on TV”? This problem will be resolved quickly, as indeed we actually observe thanks to the PPV model, or pay-per-viev (fee just for watching, and not for the opportunity to watch). Today the Internet replaces imposed by the traditional television model “push” in which content is pushed to users, the model “pull” when-it-yourself receiver decides what and when she wants to see.
The experts therefore have no doubt that in the future it’s not so much some presidents, directors and managers will arrange events for the masses, which masses themselves will decide how they look millions of different configurations of programs. – Of course I sometimes like to be sparing, we prefer that someone had planned for us, and therefore may remain the solution of the kind events arranged by some celebrities, experts from the data fields. But what we know today as the classic TV show, there is no chance to continue much longer – says Lukasz Mojsiewicz of Kombinat Media production company, production manager programs “Now we” and “Caution” in TVN, currently executive producer of “Just” TVP 1 – Parts of the audience simply schedule, arranged by robots, by the algorithm, so they will get what for them to prepare. Part more, say, aware she will look for information or entertainment in the flood of different products – adds Mojsiewicz.
(More about how society will look divided in terms of access to information, write in the text “The new digital order” on p. 47).
End of hard formats
Television today has its own rules. The length of the program, divided into parts so that you could easily put a break on advertising, matching content to an hour emissions restrictions imposed by a potential mass-acceptance.
Internet TV rid of these restrictions. – In the network the next episode of the show can be as long or as short as you will want the producer or creator. You will not have to finish so to encourage the viewer to wait a few days for another, because you will immediately see it – explains Hunt. – As a result cease to be regarded as the classic TV programs. But today the stories that we see, is something quite different from what our parents viewed. And the stories that kids today will draw in 2025, we are not even in our heads – with passion swears director of Netflix. And as late as 2040!
Even thematic channels, which today are seen as the greatest threat to traditional television, not for long remain in its current form, because they will be too little personalized. – Survival of TV sports, survives format, which is the series will survive or, rather, there will be new talent show, but for television news in their current form do not see a chance – says Mojsiewicz. – Here Internet competition will be deadly. The speed delivery of news on the Web is today much greater than in even the largest news sites stations.
He does not agree with him Bierzyński, according to which not only sports, but also information will likely continue as separate channels. – In these areas, the most important is watching live. And as the game does not want to watch, when it is already known outcome, so in the news is a huge choice of events that people still want to have fed live – provides. – Except that here certainly appears much more suited to different views and interests of canals – he added.
Death blocks of advertising
hated to interrupt advertising programs finally disappear. But not yet there is nothing to celebrate. Because in its place there will probably be new and probably no less persistent forms of advertising. – Of course, like with the same advertising content will be much better stargetowane, so to finally getting into really interested in product data – believes Bierzyński. – It makes no sense to shoot blindly. And so even though mass advertising will, however narrow, better suited the campaign will be much more – he adds. On the other hand, what we call native advertising and product placement, will be used much more efficiently, and thus more difficult to catch the audience – he added.
What’s more, after the incident with the beginning this year, when users Plex TV applications for Smart TV advertising of Pepsi were bombed that show for every 20 minutes and did not want to quit, it can be concluded that the blocks will be replaced simply by advertising broadcast during the showing of the material. Although in the case of a Pepsi commercial it turned out to be (at least officially) that it was an error in the system of the Samsung Smart TV, but experts are sure: sooner or later we will witness the emergence of such advertising content.
Mali vs Global
Everyone will be able to make their own program. Yes, I know, is nothing new, today there are thousands of channels on YouTube, of which at least part meets the conditions quite pretty good television product. But imagine the present situation and multiply it times 10. Programs about music, movies, weather, science, DIY, gardens, dance, reading, cosmetics, cooking, cars, horses, dogs, biking, sailing, running … If you do not fit you this, do not like leading, then go ahead – the choices are dozens of others. Just a click away.
On the other hand, as foreseen by Adrian Scott, head of the British consulting firm Bakewell House, for 25 years the world of mass entertainment and information and so can not rule superpower resulting from the merger already today giants: Google, Facebook, Apple and Microsoft. And it is not at all improbable such a vision, because the TV 5.0 it will be a real windfall business.
The ubiquitous screens
Today talking about multiscreeningu . TV, laptop, tablet, smartphone. That’s nothing. True wieloekranowość still ahead of us. He did not even try to foretell how many such monitors fall on per capita by 2040. For this very likely that daily practice will meshing, or simultaneous use of various devices to find similar content. I already know: when you are watching the show on TV we are looking at another device additional information on the actors playing in it. Similarly, we know a little shifting, ie the use of various devices sequentially in search of similar content. It works like so. Driving home after work, on the bus begin on the tablet to watch a show that, upon arrival switch to the place where we left off watching on TV or laptop. And tracking – simultaneously use different devices to find a variety of content – ie for example. While watching a TV program about tinkering on another device write back to emails, and even parallel esemesujemy or talk on the phone. Today, it takes a few devices that are not always easy to coordinate with each other. The future will connect to them automatically and in the background, of course, is TV 5.0.
The Neverending Story
Storytelling, as the English call analysts, or simply a feature film, a phenomenon already well reflected in how we operate media, advertising, marketing. For all must become history. And just this phenomenon of international research EY sees one of the most important directions of development of the television future. Storyteling is really nothing more than a confirmation that “content is the king,” or that the content is paramount. But in the future this content, the story will be different created and delivered. First course content will be more and more, including those created by the same viewers / users. Competition manufacturers such amateur entertainment or information are growing.
And this must force changes in the “consumption of Content”. One of them is today more popular binge-watching, or the phenomenon of compulsive watching serials after a few or even several episodes at once. According to research Netflix to such regular compulsive viewing admits 61 percent. its users.
The whole television, clock
webbed utelewizyjniony television or the Internet becomes truly global medium: both geographically in terms of attracting and retaining user. – If the contents are so well matched for the viewer, since technically it will be a treat, and a stationary screen will no longer be restricted anyone, it is most probable situation of being eternally, round the clock in this interneto-TV environment – says Bierzyński.
As you can see, Lieutenant Commander Data, telling about the end of such entertainment like television, he meant just TV broadcasting once a week, another episode of the two-dimensional, always the same series constructed on a spaceship traveling through space.
Television future will perfectly know what we serve, and that’s even before we consider ourselves to what we want to see. An intelligent algorithm adjusts all alone and draws a specific person, time of day, year, or even a particular mood
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