PSFK
recently posted on How To Enhance The Viewing Experience, Rather Than Interrupt
It. The increasing
availability of smart phones and tablets such as the increases the number of
screens that consumer can view – or interact with – TV programming. But will each medium take advantage of its characteristics to
enhance the experience. Bob Greenberg, CEO at R/GA,
recently provided some additional perspective in AdWeek
in his post, The Future of TV. He notes that as TV use broadens the convergence
of Web and broadcast TV will continue.
He also offers some predictions and suggestions.
Utility-driven marketing and interactive TV
viewing: the
experience of watching TV has shifted to a more active experience rather than
the traditional passive couch potato image. Many consumers view TV while
surfing the Web, texting or chatting. TV people need to recognize this and
enhance this experience.
Social TV: Bob offers 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.
There are many others. Darwin is working on one through a PBS affiliate.
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. The one with the most points wins. There are many other examples.
TV commerce: The click of a mouse or the touch of a
screen will eventually allow us to purchase products directly from video
content. Operators will no longer need to be standing by.
The traditional media people who best integrate with new social media
will be the winners.
Sounds awful. I just want to watch my damn The Wire I don't want to get txts on my phone with people's highest-rated Omar quotes.
But then TV was never going to die with dignity, was it?
Posted by: alexander | June 01, 2010 at 08:30 AM