Are you ready for the next generation of TV?

Christian Godske, Digital Evangelist

Virta / MediaCom Nordic Group

ONLINE VIDEO 2010 –seminaari 26.11.2009

The death of mass media?

Toto, I’ve got a feeling we’re not in Kansas anymore

The Wizard of Oz

How we used to do things

But what has changed – it used to work?!

”Freedom!”

We used to be in control of what they saw, when they saw it and and where

We used to control the message to tell our side of the story

And they listened … because they had no other options

THE NEW WORLD ORDER

The new marketing currency will be return on attention

But where have the audience gone?

they didn’t really leave - but there’s no single mass media anymore

Happy with current TV? - The Chasm!

Online video has the highest growth rate of all digital content

By 2011 online video will

be second only to music and

News in terms of usage

Online video demographics

0

5

10

15

20

25

30

15-24 25-34 35-44 45-54 55-64 65+

Perc

enta

ge o

f int

erne

t use

rs

Age range

Percentage watching online video

Creating content for younger – timeshifting for all

What is ’social TV’?

Audiences expect reward, reward of experience, reward of enrichment, reward of interaction, reward of fantasy, reward of

freedom, reward of expression, customization and personal creativity. Increasingly the expectation is for an individual to manage and control the media and messages around them

Page 19

This is social! (but somewhat outdated)

The dream-machine = Technology + Social

Your personal filter

For those who don’t remember a life before Starbucks, this is what filters for oldfashioned coffee machines looked like

Your personal filter

Technology Friends

And even more interesting When these two work together

This is not Facebook ... But it makes perfect sense to integrate

with Facebook

Thursday, November

28

Social TV also spawns new content

Where’s advertising in all this?

What do the consumers say?

  They mostly accept advertising as a part of the online TV package

  94% prefers advertising funded content, rather than having to pay for it

-  63% would however appreciate shorter ads

What do the consumers say?

  They mostly accept advertising as a part of the online TV package

  94% prefers advertising funded content, rather than having to pay for it

-  63% would however appreciate shorter ads

And sometimes the vision is right – but it just turns out unexpectedly

From breaking news

To gossip, sleaze and porno

YouTube

YouTube

So what’s the current state of play?

We’re here!

This is not the end of television

The media transforms

We WILL need new thinking in terms of formats, planning and measurement – with the consumer in the center and thinking TV as more than a one-way

channel

But ultimately total time in front on a screen will increase

We’re not in the business of keeping media companies alive. We’re in the business of connecting our customers

Trevor Edwards, VP Global Brand Nike

MediaCom Digital Evangelist Christian Godske

christian.godske@mediacom.dk +45 23 22 92 13

http://delicious.com/Godske /

Virta Mediacommunity Oy Unioninkatu 24 00130 Helsinki

visit our site: virtamedia.com read our blog: virtamediacommunity.blogspot.com follow us on twitter: twitter.com/virta