intransition

Benedetta BalestriPaola Tosi

Media in Transition

TVTV in transition

How it washow it ishow it will be?

HOW IT WAS

A new family experience

Television was a ‘VIEW INTO THE WORLD’ and became a member of the familyThis innovative ‘small box’ changed family’s dynamics

Radio shows

1950s Social experience

HOW IT IS NOW

• Multiple screens• Individual activity • Audience fragmentation• Multiple choice

PUBLIC BROADCASTING

<<educate, inform, entertain>> Lord John Reith

Serving individual

citizen

Sustaining, defending national culture and cultural

diversityEnhancing social cohesion,

serving as the civic “market place” of modern

society 

Financing?

• Television license fee

• Private Contributions

• Often advertising (mixed system)

Goals?

legitimacy

TV in transition

COMMERCIAL BROADCASTING

Financing?

Entertainment TV vs Informational TV

July 1, 1941 - the very first television ad10 seconds longBulova paid TV station WNBT $9 to run

TV in transition

PAY TVFinancing?

• Subscription fee

TV lovers may need to take out a loan when the bill arrives !

Programming revolution

cable

satellite

A report from the Convergence Consulting Group found that 2.65 million Americans cancelled TV subscriptions between 2008-2011

TV in transition

1. Anyone, Anything, Anytime, Anywhere

• From “take what you are given, when it is available

• To “take what you want, when you want it”

WHY?

On-demand services: BBC's iPlayer, ITV Player, 4oD (Channel 4) and Demand 5 (Five) … You can watch BBC programmes on your phone or tablet even if you don't have a Wi-Fi connection or 3G signal.

TV in transition

2. King of contents

Who is the king of contents? YOU

Story is everything, but a story with a personal connection is unbeatable

B2B D2C

TV in transition

3. Portability of terminals and mobility

Ubiquitous screens will demand greater content mobility

>60% of French people prefer a different terminal (Cisco Connected World Report 2014)

>Believe that the digital video is better at engaging viewers than traditional television

Hurricane Sandy in a better quality on smartphones

TV in transition

4. Multitasking Generation

The time spent watching television is fragmented because of the hectic life of consumers, and is now divided between notebooks, phones and tablets.

• 33% “couch potatos”• 26% “OTTers”• 12% “couch chatterers”• “multiscreeners”

More than half are “Media Meshers”

TV in transition

SO, WHO WINS?Follow the

“path of money”=

PREMIUM content is the success

>October 2011: YouTube invests 100 million dollars in premium channels

>May 2012: NetFlix invests 185 Million dollars in original content

A farewell to the old conventional TV? Au contraire

TV in transition

Television still remains the most powerful medium on the planet

TV in transition

Dominant MediumTv is still the primary device for watching full-length shows and live content in the US and the United Kingdom

On average, young people aged between 25 and 34 watch almost 140 hours per month of traditional television programs;

TV in transition

Welcome to 2025 … !

TV in transition

REINVENTING TV: QUESTIONS

Implementation of a new digital

business model in the value chain of

the medium?

What are the new forms of strategies that tv companies

should consider?