The future of television

«Switzerland is a pioneer in technical innovations and personalized TV viewing. Here, technology has been spurred on by consumer-friendly rights. As a result, viewing habits have evolved in Switzerland that allow for a more personalized linear TV experience than in any other country in the world. The future of television is personalized, versatile, and cross-device: Viewers want to access their personalized content anywhere. After all, media platforms are converging. Great content remains the most important factor: shows, live sports, series, and movies that stir emotions among the masses and become the talk of the town. The broadcasters» high-quality content forms the foundation of the television experience. If, in the future, video advertising tailors the benefits of audiovisual messaging to individual viewers, it will also create an experience for the Swiss public. Then we can look forward to a future full of exciting content and the greatest possible benefits for broadcasters, brands, and audiences.”

Alexander Duphorn, CEO of Goldbach Media (Switzerland)

«We will offer our TV viewers the television of the future through both linear and non-linear channels, including live TV, catch-up TV, our website, and our streaming platform oneplus, which we will launch later this year. This will allow TV viewers to enjoy our content with maximum flexibility—anytime, anywhere. The UEFA Champions League final will be watched live, news or the latest episode of *The Bachelorette* will be consumed as close as possible to the original broadcast, and our viewers prefer to binge-watch series. We’ll now also generate revenue through subscription fees, though of course we’ll continue to rely on advertising as well. The advertising market is interested in personalized, non-skippable video ads in high-quality programming environments that are viewed in full-screen mode on the big TV in the living room. That is exactly what we will do, offering the advertising market the combined net reach of live TV, catch-up TV, and oneplus.»

Roger Elsener, Managing Director of Entertainment at CH Media

«The television of the future will likely be characterized by a few major live events with wide reach and, otherwise, primarily non-linear content. The channels and devices through which these formats are delivered will continue to converge, and the distinction between them will become increasingly irrelevant to the viewer. We will likely no longer speak of »traditional TV vs. online” or “YouTube and the like”; we will simply be watching video content in different contexts. For advertisers, this digital transformation presents enormous opportunities—consider, for example, addressable TV. Video advertising will not lose its relevance as a result. In terms of content, it is and remains the best mass-media vehicle for conveying emotional brand messages.”

Martin Walthert, CMO of Digitec Galaxus

«Linear television will be a thing of the past. The TV will be wherever we are, showing us what we want—when we want it. Highly connected and personalized. One screen will be the bathroom mirror; another will be the closet door. Gesture control will replace tablets and remote controls. Screens will be enhanced with hologram features, or you’ll be able to perceive smells through them. Imagine, for example, a cooking show where you can not only see a meal but also smell it! Or a smoking detective from *Tatort* filling your living room with smoke—a funny idea. Then: social TV, or interactive TV, will become a major trend. Live streams of contestants from their living rooms directly into the casting show… and ads will be able to be delivered in an even more personalized way! For example, with a single swipe, the news anchor’s jacket could end up in a viewer’s shopping cart. For those who want to watch without ads, subscription services will remain an option.»

Karin Estermann, Executive Creative Director / Owner of the agency Inhalt und Form