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For decades, the TV industry has shown an uncanny ability to resist change, dodge disruptions and maintain its status quo position as the workhorse, show horse and year-over-year grand champion of the media industry. Over the past 15 or so years, the internet has grown to more than 25% of American's media consumption, more than 15% of US marketers' ad spend and created hundreds of billions of dollars in new commerce activity in the US. The newspaper industry has been decimated; same for the music industry; same for the book industry. Magazines are shells of their former selves.
Simple.TV has all the makings of the perfect cord-cutter’s device: It can broadcast free over-the-air (OTA) HDTV content to web browsers, iOS devices, and Roku set-top boxes. And with the addition of a USB hard drive, it also turns into a full-fledged DVR, allowing you to schedule recordings and view them across multiple devices. On paper, the idea sounds fantastic.
Last year, legendary adman John Hegarty offered a British reporter a compelling guide for making TV ads resonate in today’s media world: “Super Bowl to super-social.” Use TV as the platform to widely distribute a spectacular spot and watch commentary (hopefully positive) cascade through Twitter, while YouTube views keep climbing. At least for now, that strategy seems to comprise much of TV’s future. Of course, easier said than done since social media reaction can be wildly unpredictable. But Samsung’s recent efforts mocking the excitement over the new iPhone seem to have delivered on the playbook. “In this day and age with all this technological disruption, a well-crafted television commercial, a well-crafted message, still has the ability to break through and actually has more ability to break through,” said Eric Hirshberg, the former chief at Deutsch, while referencing Samsung’s good fortune.
When asked why he robbed banks, legend has it that Willie Sutton said, “because that’s where the money is.” I’m reminded of this quote today when reading the reports that Apple is in talks with the cable operators about their television plans. Why are they talking to them? Because that’s where the content is. This should surprise absolutely no one. In fact, the news isn’t even actually new .
There, BBC is providing marathon coverage — 2,500 hours of programming during the more than two weeks of the Games. At the touch of a button on their remote controls, viewers can choose among as many as 24 live feeds of various events, whether basketball or fencing. “We wanted to give people every venue, from first thing in the morning to last thing at night,” said Roger Mosey, director of BBC’s Olympics coverage. London Olympics have provided a variety of television firsts. The last such Games, in 1948, were the first to be televised to people’s homes, for example. This time, BBC and NHK, the Japanese public broadcaster, are testing a new technology — so-called Super Hi-Vision television, which they describe as providing 16 times the resolution of conventional high-definition television.
Dish Network should move to show its controversial ad-zapper places it at similar risk to the major networks. Otherwise, it’s open to well-founded charges of hypocrisy, while giving opponents plenty of grist in court. Dish has ABC, CBS, Fox and NBC apoplectic with its new AutoHop DVR feature, which allows users to automatically skip all commercials in recorded prime-time shows from them. Why only the Big Four? Dish, which has about 14 million subscribers, says it’s because the bulk of recorded shows come from their prime-time line-ups. In May, a Dish executive said there is no technological impediment to enabling AutoHop for cable networks, but the satellite operator has no plans to go that route.
For us marketers engaging in a dialogue with your key audience and cultivating that ongoing relationship is crucial to maintaining brand awareness and loyalty. Social TV is no exception. In the largely uncharted waters of social media, Social TV is an arena marketers can no longer afford to ignore.
A crop of new and returning reality shows, comedies, talent competitions and dramas will vie for your attention on your TV screens, web browsers and mobile devices this summer. Flip through the gallery above to discover 20 shows that will use social media and interactive tools to enhance your viewer experience or will likely inspire significant conversations across social networks. Below, find out from social TV experts which shows will stand out, what worked for networks in the fall season and what social TV trends are emerging. Q&A With 3 Social TV Insiders
Article Excerpt When the TV show "The Vampire Diaries" made its debut on the youth-oriented CW network nearly three years ago, Brie Bagwell watched it regularly on her TV. This year, she still watches—but has dropped her pricey cable subscription and checks the show out free online. "It's more convenient," says the 31-year-old San Francisco Bay area resident, who watches the show mostly on the CW website.