The Emerging TV Landscape For TAM Ireland’s Planner Vision Day Nigel Walley – MD Decipher
“TV is the most innovative digital media”
The Five Stages Of TV Multi-Function Simple TV Multi-Channel @nwalley
The Five Stages Of TV Connected & Converged Cloud Multi-Function Simple TV Multi-Channel @nwalley
“I want to sit on the toilet with my iPad and watch live football!” Obvious Home network TV slide ‘TV’ or ‘Digital’? @nwalley
‘Whole Home’ TV 10TB PVR UV Library INTERNET Network PVR and PVR ‘owned media’ VOD store Live Channels “Media Server” Dumb TV Operator’s Mobile and Tablet App “Puck” OOH capability @nwalley
Redefining “Platforms” Open / Cloud Open / Federated Open / Self-assembled Closed / Propriety @nwalley
“Challenger” Streaming Devices Amazon Fire TV Google Nexus / Android Apple TV Android /Kodi Chromecast @nwalley #Antenna_CTL
Redefining “Platforms” – Amazon Smart TV with Fire OS Smart Assistant Amazon Drive/Amazon (Amazon Echo) as Account Hub ‘ Owned media’ INTERNET store Echo Dot acts as Transactional Hub Smartphone and Tablet Access via Dedicated Apps Connected and Compatible – plus Fire OS Companion Devices (Amazon Fire TV) @nwalley
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The Problems of Algorithms – Woody & Buzz
Redefining “Platforms” – Google Smart TV with Fire OS Google Drive Account ‘ Owned media’ INTERNET store Google Nest Google Home Android Smartphone and Tablet Google Nexus/Chromecast @nwalley @DecipherOffAir
Redefining “Platforms” – Cloud Only Key Question: does hardware matter?
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Redefining Platforms – New players arrive A new publisher/broadcaster model emerges? Content Services Device Display STBs & Programmes Channels TV Screen Devices ?
“Everything gravitates to the centre ” @nwalley
IP Allows Channel Evolution IP Streaming QVC Beauty Neulion Horse & Country Freeview and Freeview Play @nwalley #Antenna_CTL
The Netflix Screen Journey PC / Laptop Smart Device Smart TV App STB App Channel Slot on Service App Virgin
New Kids On The Block
TV and Social Media – Towards TV Distribution Twitter TV App @nwalley @DecipherOffAir
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Broadcaster Publisher A new publisher/broadcaster model emerges? Content Services Device Display Programmes Channels Platforms TV Screen The advertising implications?
Convergent Advertising – The Players Social Media Agency Ad-tech Platforms Broadcaster/ TV Platforms Publishers 24
Convergent Advertising – Data Available at in TV Artificial Intelligence 3 rd Party Data A Data Metadata / Social Trending Feedback Management Platform (DMP)? Broadcast On-Demand PVR Viewing Customer Account Advertiser Viewing Data Viewing Data Data Information Data INTERNET TAM Data Individual Viewer Profiles Broadcast Schedule Data Second Screen Advertising Activity Schedule Data
Convergent Advertising – The Players Social Media Agency Ad-tech Platforms Broadcaster/ TV Platforms Data & Publishers Innovation 26
“TV is the most innovative digital media” The TV industry absorbs and reinvents all innovation to its own purpose The TV industry happily absorbs new brands, services and providers TV has had a decade of reacting but is beginning to drive change.
TV’s Future? Hang on for the ride 28
About Decipher – Contact Information Nigel Walley Managing Director nigel.walley@decipher.co.uk 07836 203388 @nwalley @DecipherOffAir @nwalley #Antenna_CTL
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