(Future Of TV) How To Enhance The Viewing Experience, Rather Than Interrupt It

We’ve been discussing the future of TV here at PSFK – most recently with Avner Ronen of Boxee, whom spoke at the PSFK Conference in New York last month about this precise topic. Bob Greenberg, CEO at R/GA, recently provided some additional perspective in AdWeek.

The increasing availability of smart phones and tablets (i.e., the iPad) illustrates the reality that the number of screens on which a consumer can view – or interact with – TV programming is increasing. Greenberg asserts that the amount of content we consume will therefore continue to increase, and that the way we consume it will continue to broaden. Content will consequently have to be produced, distributed and monetized differently than in the past.

While the largest benefit of the growth and evolution of content consumption may be for consumers, smart brands and their agencies will need to remain vigilant of this shifting landscape, and adapt their approach in order to stay relevant and effective in reaching and engaging consumers. What this means is that the :30 spot should no longer be viewed as the “go-to” vehicle to reach consumers.

Greenberg advises marketers to think about how to enhance the viewing experience, rather than interrupt it. The ongoing shifts we’re seeing in TV and media consumption have created specific opportunities for marketers to consider in delivering that enhanced experience; some of the key ideas Greenberg proposes include:

• Utility-driven marketing and interactive TV viewing: the experience of watching TV has shifted to a lean-forward (vs. lean-back) activity, driven largely by consumers who view while surfing the Web, texting or chatting. Marketers can give value to consumers, particularly in the areas of commerce and social.
• Social TV: As an example, last year’s partnership between Facebook Connect and CNN’s presidential inauguration; many players are creating a conduit for viewers to interact during programming.
• Social interactivity (via co-viewership, gaming): MTV turned TV watching into a gaming experience by inviting viewers during episodes of the The Hills to join chat rooms to write and rate comments. Comments with positive ratings accumulated points and respective winners. and the one with the most points wins. Other technologies facilitate turning TV watching into a gaming experience.
• TV commerce: The click of a mouse or the touch of a screen will eventually allow us to purchase products directly from video content.

As content broadens, so will convergence across broadcast and digital. Smart marketers will begin testing ideas now, rather than have to play catch-up once the landscape changes later – and before their investments in existing, traditional media become more ineffective and increasingly obsolete.

AdWeek: “The Future of TV: We’re on a new playing field where smart marketers will enhance the viewing experience”