Sleeping Giants: Digital Awakens TV and Media

Saturday, March 13, 2010 5:0pm
Domenic Venuto – Razorfish
Andrew Pimentel – Razorfish

Television has looked pretty much the same since its inception in the early 40s, give or take a few rabbit ears and a hundred pounds. But, the revolution has already begun. Recently Razorfish has been doing some significant research on the importance television plays in our lives, and what we think the fundamental shift that is taking place in TV and media, in general, will mean for advertising and marketers.
As a digital agency, you might expect us to forecast the death of TV (and :30 spots), but you’d be wrong. We think TV’s DNA will be alive and well, you just might not recognize it from how it looks today, and this digital impact will have major implications, not just for TV, but for media as a whole: technology, content development, distribution, advertising and brands. This panel is sponsored by Razorfish.

TV is not dead – the 0:30 spot is not dead.
TV is alive and well, it’s here to stay. Welcome to the Future of TV.

Razorfish creates experiences that build businesses. Brand Marketing, Web Development, Strategy & Analytics.

Razorfish watched people without TV – tried to remove TV from a household. 7 days was too much, 5 was too much, 2 was the only they could get for the (paid) study. What are the genes that describe people’s behavior with TV?

  1. Research finding: the DNA of TV
  2. What TV will look like in 5 years
  3. What it means to us

How did poeple respond to the loss of TV? What did they do with their time? People who grew up with the internet, people who watched online.

Study 1 Depravation:
Handheld devices (phones, video players etc).
Played cards, games, piano

Bleeding Edgers:
Saturday nigh, they’d VJ Youtube Videos on Apple TV
Business trip – streaming NFL to mobile phone
Mom/Daughter streaming youtube videos on laptop (daughter was asking for different children’s shows)

TV’s DNA in 9 Genes

  1. Relaxation: zoning out – a primary need that TV serves
  2. Conversation – water cooler currency, starts conversations
  3. Events: currency, what’s happening now.
  4. Social: an excuse to be together – families moved around the next largest screen in the house (laptop)
  5. Stimulation: learning something – educates us
  6. Vicarious Experiences: escapism
  7. Passion Points – follow sports
  8. Participation – txt through american idol
  9. Consumerism – keep up with products, styles, and trends.

Whatever we do w/the future of TV, we need these genes
The internet is also changing expectations.

Fast forward 5 years – what will TV look like?

  • Future servers the couch TV better by learning and giving them content appropriately. You’re presented something based on the mode you’re in, "show me something I’ll like." Flip through various channels.
  • What else is on? Show us things we’ve liked or might like based on past viewing. What is popular based on what our friends like?
  • Drill into content by topic or mood – also by how much time we have.
  • The chronological channels based on a time of day is gone. You don’t have to know to record something, it’s just available.

The Social Butterfly:

  • The TV recognizes our face and knows our friends.
  • We can see what they’re watching.
  • We can see what our friends have hit the "like" button on.
  • We can watch a dynamic list of videos in one show at once.
  • TV is in the cloud, we can pull it in wherever we are. It will be available where we left off and have what we saved.

The Culture Vulture:

  • Marketers can engage with audiences. There will still be 30sec spots, just fewer.
  • Apps will be impeded and in return for an add app, we get additional content (and less actual commercial interruptions).
  • The content we’ve created on TV (vote), it works its way back into our social networking profiles.

The Fan:

  • Tune into Sports Center, a feed along the bottom shows us our fantasy baseball team.
  • There are gloats – we can send them to our friends when our team does something good against their team.
  • A gaming console is built into the TV, we can play a game (hit off the new pitcher) from the TV.
  • Rock Band game bubbles up to the social network, and bubbled up to actual TV (idol etc).

How do we make this happen?
Hulu is already there – independent of schedule/time.
Full-body motion capture is already there (for interaction w/TV)
Apple TV and Boxee scrape the web for content and bring it together

What it means to us

  • Content will need to be liked, or it won’t be watched.
  • The 0:30 ad is a random number – could be longer and more engaging.
  • We will know who we’re talking to (ads), online will blend with offline data.
  • People will be channels based on popularity
  • Everything will work across devices and be portable.
  • We will not control the conversation.
  • Our creativity must exist in real-time if we’re going to react to live events. Ad creation needs to be closer to real-time.
  • TV and web will blend in ways we can’t see today.

Leave a Reply

Your email address will not be published. Required fields are marked *