There is no doubt that TV is one of the entertaining devices that people enjoy the most. However, the entertainment experience coming from mobile phones and computers is increasing in a significant way every day.

The greatest advantage of phones and computers over the TV is basically the access to Internet, which allows users to find and access different and interesting content as they want.

In the other hand, the web video still lacks one of the biggest advantages of TV: a high-quality viewing experience.

Internet meets TV: The end or the

future of TV?

Viewers are already enjoying online video (or IPTV) through on-demand format. Broadcast networks make many of their shows available on Web sites a day after they air, and many cable stations also put their shows on the Web.

A new revolution: the Online TV

But the imminent launch of Online-based TV (starting with Google TV) this fall, is undoubtedly the solution that brings “the better of the two worlds”:

converging the quality viewing experience of TV with all the power and dynamism of the Internet.

Havas Media International – Latin America Monthly Newsletter.

No.1. June 2010

Connections

This means major changes in the Internet and TV world, as people will be able to use Online TV just like they would use their computer, being able to watch their favorite TV shows, at the same time they access their email, communicate lively with other people or use social networking sites.

For this reason, brands will need to be more flexible to adapt their message and content to the media outlet’s environment in order to get a real content integration. Additionally, as Internet TV offers new and more impactful interactive capabilities, effective web TV ads will require a whole new level of creativity, especially when considering the consumers will have the decision power to see or skip advertising.

The new challenges: Content, platforms and experience

This opens the door to a real need for developing brand content that integrates naturally to the content the people are consuming, in order to impact, engage and maintain consumers in a constant dialog and interaction with brands.

Undoubtedly, communication has to be designed focusing on what the audience wants and does in their daily life, and in the same way they interact with the technology, either to download a video or just interacting with other people.

Additional to content development, it is critical to understand the different ways to deliver the content and amplify its effect to a broader audience, as content will not necessarily go viral itself. That is why is very important also to have a strong seeding strategy and generate strategies with brands or platforms very well established with the consumers, instead of generating new ones.

More than ever, it is critical to develop strategic media plans inspired by emotional creative concepts and executed to strong experiential and content delivery programs. This is the only way brands will connect to their targets through engaging experiences and content, ensuring legitimacy, uniqueness and added value to the brand and the consumer.

It looks like TV will not die soon. It is just in a vertiginous evolution of format and model. The high quality live audiovisual experience will continue to be an important component on the entertainment mix of the consumers.

At Havas Media, we are prepared for the rapid and constant evolution of media consumption and we can provide high quality solutions for different interactive channels: digital, direct response, relationship based media and –of course- brand content development and integration, to maximize the impact and the return of interactive marketing investment.

If you want to know more about how we can help you to achieve your communication objectives and generate important efficiency in your media plans, feel free to contact us. We will be more than happy to discuss with you how to create effective communication solutions for your brand and company.

Mauricio Montenegro New Business Director mauricio.montenegro@havasmedia.com +1 (305) 702-1576