Lecture at the Edinburgh Television Festival. I may be in the minority but I believe linear TV as we know it is on its way out. With innovation in technology, cord cutting and original streaming series leading the coup. With TV being a $350 billion a year marketing industry marketers are going to have to find creative and non-invasive ways to penetrate the on-demand markets.
Whether its scripted or unscripted television users are increasingly using their devices to look up info, interact, and talk about the show they are watching while they are watching it. With subscription based on-demand services, users are able to pause, look up or interact how they want without missing a piece of the action.
With technology already allowing us to get deals and other information from brands on our second screen via smart tone technology, there are unlimited possibilities on the horizon for the viewer. Networks will be able to automatically engage your mobile device with supplementary content further adding value to your viewing experience. Using the new tech the second screen may become the most inviting method for advertising and promotion. More consumers are purchasing over mobile so why not give immediate access to their favourite TV character's consumer goods?
Cord cutting is on the rise
Younger demographics are quicker to adopt technology, this is likely causing them to become the largest group of cord cutters. The biggest group of only TV watching users is the 45+ segment. As that demographic diminishes the streaming segment will only increase. Couple this with the emerging market of Smart TV apps, consumers will be ingesting video content at their leisure and not at the mercy of the cable schedule.
Pilot seasons hamper quality
When you have the ability to produce an entire season at once you can develop a deeper character and storyline by developing them over time. Netflix, Amazon, Hulu and the like are signing on for full seasons of shows, which is leading to quality content. House of Cards received 9 Emmy nominations and picked up 3 wins along the way this year. Orange is the New Black was well received among the critics. This summer Amazon's instant video service 'Prime' picked up 5 original series that will air in early 2014.
Having worked with video producers and creative for the past month, they want the flexibility to flesh out projects. By allowing them to develop a story over the full project you will likely get a deeper, more complex quality product.
With the current and inevitable decline of cable subscriptions and the traditional commercial, brands are going to have to come up with ways to keep the consumer engaged with their products and services and the second screen might be the best way to do it.