fallon brainfood: tv 2.0 – scenarios for the future of television
Post on 17-Oct-2014
7.021 views
DESCRIPTION
What happens when the television we've all come to know and love begins to embrace the audience expectations wrought upon it by the Internet, mobile and social participation? You get TV 2.0: a more personal, social and participatory engagement. Fallon's Aki Spicer, Director of Digital Strategy, Rocky Novak, Director of Digital Development, and Jacob Abernathy, Creative Technologist will reveal their hopeful vision for television's future, and outline 5 scenarios that demonstrate how TV 2.0 will evolve the ad model and commercial creativity. *Originally presented to Minnesota Broadcasters Association in Dec 2010.TRANSCRIPT
![Page 1: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/1.jpg)
![Page 2: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/2.jpg)
Fallon Brainfood—trends, ideas, opportunities, and thought leadership for our brands.
Brainfood is our all-agency food-for-thought.
Where we’ve been in recent years: Being Digital // Social 10 // Virtuality // Design For All // China Rising // Fall0nylitics // Mobile 10 // The iTV Opportunity // How Customer Service Will Save Luxury // Startup and Never Stop // and more
Upcoming: Coupons 2.0 // How to Make Contagious Ideas // UX and You // How to Build Apps //
Missed previous Brainfoods? Go to http://www.slideshare.net/group/we-are-fallon
![Page 3: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/3.jpg)
Brainfood: TV 2.0 Five Scenarios for the Future of Television March 29, 2011
![Page 4: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/4.jpg)
What we’ve learned about the evolution of TV in the age of the social Web.
The “Death” of TV is highly overrated Evolving Reality of Digital “Co-Viewing” Five “What If?” Scenarios for The Future of TV
![Page 5: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/5.jpg)
We are…
Rocky Novak Director of Digital Development
Aki Spicer Director of Digital Strategy
Jacob Abernathy Creative Technologist
![Page 6: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/6.jpg)
“The shock that the Internet caused [to the industry] is still not finished. We
need to be ahead of the curve; otherwise, we will not be able to accompany the
client of tomorrow.”
Maurice Levy CEO, Publicis Groupe
6
![Page 7: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/7.jpg)
.
![Page 8: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/8.jpg)
But predictions of TV’s demise were premature…
![Page 9: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/9.jpg)
Pay people to live without TV? The reality is that people won’t go without it.
7 Days 5 Days 2 Days
2 Days—the longest people would willingly go without TV (even for cash) Conclusion: TV is still a vital part of our lives,
but TV is also changing. Excerpted from presentations by Razorfish at SXSW
![Page 10: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/10.jpg)
Why? DNA of TV: Nine Immutable Genes.
1. Relaxation, zoning out, passivity
2. Conversation
3. Events, currency, what's happening now
4. Social, excuse to be together
5. Stimulation and education
6. Vicarious Experience, escapism/fantasy
7. Passion Points
8. Participation
9. Consumerism Excerpted from presentations by Razorfish at SXSW
![Page 11: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/11.jpg)
11
Liminal Space
![Page 12: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/12.jpg)
Viewing Participation Advocacy
Brands today and tomorrow must convert viewers to users and users to advocates.
But advocacy isn’t free: It comes when value compels evangelism.
![Page 13: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/13.jpg)
“The Internet is not cannibalistic; it is only additive. We view the Internet
as a lab for our TV network… The Internet can help the network
and vice versa.”
Les Moonves CEO, CBS
![Page 14: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/14.jpg)
only now, many of those conversations are digital, and thus more powerful.
TV still dictates the conversations we’re having—
![Page 15: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/15.jpg)
1/3 of our day spent online;
imposed new expectations on traditional TV (on-demand,
DVR, 2-way, etc.)
Branded Entertainment: Webisodes, engagement
platforms, videos as “content”
# 4 largest site
# 2 search site
# 1 largest video site
5B streams/month
70% of TV viewers are Web surfing as
they watch
# 2 largest video site
5.5B streams/month
Middle-agers fastest growth
Line between content and advertising is blurring, as is line between TV and
Web
Yet, digital and social has wrought seismic shifts upon our beloved TV.
55% people have broadband access;
90% by 2012
55% people have broadband access;
90% by 2012
86% of TV viewers are using mobile
device as they watch
![Page 16: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/16.jpg)
The best-in-class TV shows combine their DNA with the “people add value” principle of Web 2.0.
![Page 17: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/17.jpg)
What makes these #winning ideas for our times?
![Page 18: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/18.jpg)
We are social animals.
![Page 19: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/19.jpg)
Human experiences are better together.
![Page 20: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/20.jpg)
The brands that are winning today understand this.
![Page 21: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/21.jpg)
Because on the social Web, people add value, and the brands that win are
creating ideas and experiences that get better the more people use them.
![Page 22: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/22.jpg)
So what is next for television?
![Page 23: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/23.jpg)
“The future is here. It’s just not evenly distributed yet.”
William Gibson
Writer and Futurist
23
![Page 24: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/24.jpg)
![Page 25: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/25.jpg)
#1 Fan Couch Potato
Social Butterfly
TVDJ
Play Along TV puts you in
the game/event Smarter TV, serves mood
and preference
Viewing Party TV puts content in context of your social circle
Curate and AddTo TV lets users drive
Info Junkie News at the
nexus of historic truths +
![Page 26: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/26.jpg)
Play along with TV and (really) get in on the action.
#1 Fan
![Page 27: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/27.jpg)
#1 Fan
![Page 28: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/28.jpg)
Implications of #1 Fan:
Don’t just watch—play along Go deep(er) into the action
Tight-knit community of passions
We’re all the show now
Ad-ded value, too
![Page 29: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/29.jpg)
Personalized TV defined by mood, likes, and history—not time grid and alphabet order.
Couch Potato
![Page 30: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/30.jpg)
#2 Couch Potato
![Page 31: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/31.jpg)
Implications of Couch Potato:
“Lean-back” meets “lean-forward” User at the center
Hyper-contextual relevance is king
Behavioral targeting is queen
Cross-platform integration
![Page 32: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/32.jpg)
TV Viewing Party puts content in context of your social circle.
Social Butterfly
![Page 33: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/33.jpg)
#3 Social Butterfly
![Page 34: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/34.jpg)
Implications of Social Butterfly
Let people in Return to the “live” shared viewing experience
Social deconstruction and bookmarking
UGC forces a rethink on “piracy”
Real-time “buzz” is critical
![Page 35: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/35.jpg)
Users curate, co-create, and drive the TV show.
TVDJ
![Page 36: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/36.jpg)
#4 TVDJ
![Page 37: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/37.jpg)
Implications of TVDJ:
Engagement beyond “The 61st Minute” User deconstruction and bookmarking
DVR and time-displacement—our new friend
Ad-ded value, too
Content as a platform (think George Lucas and Gene Roddenberry)
![Page 38: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/38.jpg)
News at the nexus of historical context
Info Junkie
+
![Page 39: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/39.jpg)
“History is the only true philosophy.”
Osker Spicer Father, Lifelong News Journalist
39
![Page 40: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/40.jpg)
#4 TVDJ
![Page 41: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/41.jpg)
Implications of Info Junkie:
News in greater context to historical nodes Live news in context of multiple points of view
From news to truths—user-controlled deconstruction and analysis (think Politifact and Politics for Dummies)
Cross-referencing demands transparency over spin
Firehose of content unlocks sponsorship opportunities
![Page 42: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/42.jpg)
Insights for advertisers from the “unevenly distributed” future of TV.
Platforms collide in content and interface
Into real life
Better together
People will be channels
Will know who we're talking to
Real-time brands
Sponsors still vital
Sponsored value
:30 is a random number
30:00 and 60:00 are equally random numbers
![Page 43: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/43.jpg)
Concluding notes on TV in the age of the Internet.
TV not dead—alive and thriving Digital is the best sidekick TV could have “The Future” is already underway You are now shaping what’s next
![Page 44: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/44.jpg)
Thanks.
![Page 45: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/45.jpg)
http://www.slideshare.net/group/we-are-fallon
Let's continue the conversation.
#TV2.0 @akispicer
http://www.linkedin.com/in/akispicer
http://www.fallon.com
Find this and other Fallon Brainfood presentations:
@rockynovak
http://www.linkedin.com/in/rockynovak
@jacobabernathy
http://www.linkedin.com/in/jacobabernathy
![Page 46: Fallon Brainfood: TV 2.0 – Scenarios for the Future of Television](https://reader034.vdocuments.us/reader034/viewer/2022051816/5441c95fafaf9f5e208b47cf/html5/thumbnails/46.jpg)