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TV viewing
behaviours
By: Adeline Chua, PhD.
From an idiot box ………………………………………………………. to a smart digital screen
So should the TV industry be worried?
Not really.
Not right now, at least...
% of people hooked on watching TV
% of people hooked online (<0.1%)
So WHY should this
<0.1% population be a
HUGE CONCERN for the TV industry?
Answer:
They’re
TECHNOLOGY ADOPTERS
If things do not change soon…..
% of people hooked on watching TV
% of people hooked online grows substantially
Why?
Technology is adopted at a much faster pace
than it was ever before
This could happen in the next 5-7 years!
Just look at the growth of mobile phones…
So will TV be forced to RIP?
NO.TV is a multi-billion dollar
industry.
Existing players will not let it die.
Instead, they would have toinnovate and quickly adapt
to consumer trends and interests.
However…
BUT ONE THING
REMAINS THE SAME……
STATIC CONTENT
PASSIVE AUDIENCE
INFORMATIVE MESSAGE
PASSIVE
STATIC CONTENT
PASSIVE AUDIENCE
INFORMATIVE MESSAGE
DYNAMIC
PASSIVE
STATIC CONTENT
PASSIVE AUDIENCE
INFORMATIVE MESSAGE
DYNAMIC
PARTICIPATORY
STATIC CONTENT
PASSIVE AUDIENCE
INFORMATIVE MESSAGE
DYNAMIC
PARTICIPATORY
INTERACTIVE
Co-creation of value
And all this because of the
INTERNET
DIGITAL
IS SHAPING
CONSUMER BEHAVIOUR
IS SHAPING
DIGITAL
UNLOCKS THE POTENTIAL
TO ENTERTAIN & EMPOWER
THE CONSUMER
DIGITAL
IS SHAPING
CONSUMER BEHAVIOUR
IS SHAPING
DIGITAL
UNLOCKS THE POTENTIAL
TO ENTERTAIN & EMPOWER
THE CONSUMER
DIGITAL
IS SHAPING
CONSUMER BEHAVIOUR
IS SHAPING
DIGITAL
UNLOCKS THE POTENTIAL
TO ENTERTAIN & EMPOWER
THE CONSUMER
DIGITAL
IS SHAPING
CONSUMER BEHAVIOUR
IS SHAPING
DIGITAL
ADDS A NEW DIMENSION
TO PARTICIPATION
CONSUMERS
ARE IN CONTROL
1st Presidential debate: Most tweeted political event in US history
FUTURE TV TRENDS?
It’s what you know about who you know that counts.
Profile. Prospect. Profit.
Geo-demographic classification allocated to
each of NZ’s 1.4 mil households
Key needs fulfilled by TV
References
• http://www.slideshare.net/beingpractical/the-future-of-television-tv
• http://www.slideshare.net/OgilvyWW/the-end-of-tv-as-we-know-it-the-birth-of-transmedia
• http://www.slideshare.net/Z_punkt/tv-2020-the-future-of-television
