Essay about Why the Connected Experience Is Yet to Be Televised

8568 Words Apr 12th, 2013 35 Pages
Why the connected experience revolution is yet to be televised
Tony Duarte
Connected TVs and second screen experiences have disappointed. Why? Where does the future lie and how to get there? This white paper considers the answers.

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11th March 2013

Table of Contents
Executive Summary The Connected Dream The Fragmented Reality Consumers Broadcast Industry Connected Device Technology Smart TVs Mobile Devices Synchronisation and Mobile Payments Future Imperfect Smart TV Second Screen Advertising and Retail Sociable TV Steps Towards the Connected Dream Living the Dream Appendix 3 4 5 5 6 8 8 10 12 13 13 14 16 17 18 21 23

Why the connected experience revolution is yet to be
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There are proven consumer needs which are already being partially satisfied by different providers and a growing appetite to consume and engage with TV content in different contexts. Consumers want to find and consume desirable content, and to find related information. They also want to engage in conversations as they watch, and to gauge their level of expertise in comparison to others. People want to share visual content with friends and family and to respond on impulse to products and offers. If you doubt the value of Social TV, consider recent moves by Twitter and Facebook to establish Social TV metrics which will unlock TV advertising revenue. Audiences increasingly ignore their curated, schedule-driven channels as content becomes disintermediated. Much of today’s online activity begins with search. Tomorrow’s connected TV experiences will begin with a search and discovery engine, capable of surfacing the most relevant content from anywhere in the world, supporting an interactive Electronic Programme Guide (EPG) and accessed on any device. To remain relevant, broadcasters need to provide brand utility beyond commissioning and curating content. There is a great opportunity in this space right now to experiment with new models, which leverage broadcasters’ existing data sets, and test these with consumers to establish a ‘killer’ app as

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