Evolution of TV: 7 Dynamics Transforming TV
Viewers increasingly want to watch their favorite TV shows anytime, anywhere, and on any screen. There’s lots of TV content online, but hitting all three of those checkboxes isn’t yet possible for every piece of programming. To do so requires a greater shift to delivering programming over the internet rather than just over the air, satellite, or cable. Sounds simple, right? It’s not. It is a massive shift that has game-changing implications for advertisers, TV programmers, and TV distributors. In the first of a series of articles exploring these complexities, we’ll provide an overview of the seven dynamics that are transforming TV.
It used to be that watching TV meant you had to turn on a TV set. But now, thanks to high-speed internet-enabled devices, “watching TV” can happen anytime, anywhere—as anyone who’s watched his or her favorite show or sports team on a smartphone or tablet knows. In other words, TV programming these days is no longer limited to the TV screen in the living room. While it’s not yet possible to watch every piece of TV programming anytime, anywhere, and on any screen, consumer demand for that is growing. Bringing about this ubiquity requires a shift in TV programming from delivery over the air or via satellite or cable, to delivery over the internet. Seems simple, right? It’s actually much easier said than done. For TV programmers, distributors, and advertisers, the shift to TV over the internet is game-changing. In fact, saying it’s incredibly complex might even be an understatement. This shift is having a profound impact on television delivery, advertising, and the viewer experience. In this first article of the “Evolution of TV” series, we identify seven dynamics driving the shift of the TV industry and advertising marketplace. Read the rest here
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