TV consumption is becoming more individual
Research: A study by Publisuisse shows that the cozy family evening in front of the TV will soon be a thing of the past. In the future, everyone will be their own program director.
Research A study by Publisuisse shows: The cozy family evening in front of the TV will soon be a thing of the past. In future, everyone will be their own program director.Swiss television is thinking ahead: it is not only talking about mobile TV, it is also producing its first content. SF is making a start with the "Tagesschau". Some editions have already been produced as one- to two-minute pilot programs for UMTS-enabled cell phones. SF is currently still looking for telecom companies to include the "Tagesschau" in their offerings. It is not yet clear when the fee-based broadcasting will begin. But one thing is already foreseeable: Such services could radically change TV usage. The medium of TV, which today can be consumed like almost no other medium almost exclusively within the private four walls and according to fixed broadcasting times, will increasingly be usable independent of time and space.
SF is thus almost anticipating the results of a study commissioned by SF marketer Publisuisse. Better: SF's efforts fully confirm the study. In this study, domestic and foreign experts were asked which technical innovations they consider relevant in relation to the medium of TV and which conclusions can be drawn about usage behavior. From these answers, the study makers finally identified eleven trends.
Trend towards "singleization "In a second round of questioning, the experts commented on this and evaluated it. The result: 9 out of 33 respondents do not consider the much-vaunted media convergence to be the most important development in relation to TV, but rather the liberation of the medium from space and time (referred to as "de-anchoring" in the study).
According to the study, TV consumption will be possible everywhere in the future and will also be time-shifted or completely on-demand. As a result, the demand for technologies and devices that support TV consumption independent of time and place is increasing. Half of those surveyed are of the opinion that this trend will already be noticeable by 2010.
The second most important trend, with five expert votes, is referred to as "singleization". In principle, it is a consequence of the first: every consumer is becoming their own program director. TV consumption is becoming more individual, everyone decides for themselves what they want to watch, where and when. Devices that allow content to be selected and compiled according to personal preferences are gaining preference.
"Multiplicity" is the name of the third trend (four votes) and refers to the increase in offers and offer models. "Pay TV is gaining importance alongside free TV", as are special-interest channels, pay-per-view, video on demand and more.
The remaining eight trends are mostly consequences of the first three and go into even more detail. Some of them also contradict the "main trends". However, this does not fundamentally call them into question. Because, as we know, every trend also generates a counter-trend. So there will always be people who don't like the brave new TV world, who feel overwhelmed by time or technology and therefore want everything to be as cheap, simple and easy to understand as possible. Such considerations are also reflected in the eleven trends. However, the experts' weighting shows that Mobile TV will be increasingly in demand in the future. SF is apparently also convinced of this and wants to be one of the first providers in Switzerland.
"Experts" in the sense of the studyFor this so-called expert survey,
which was conducted in two rounds, a total of 66 people from universities, TV broadcasters, advertising and media agencies, telecommunications companies, network operators, consulting firms and marketers were asked to take part - half from Switzerland and half from abroad. 40 people effectively took part in the first round and 33 in the second. However, there was no standardized criterion for "expertise"; the participants had to assess themselves.
For example, 11 study participants classified themselves as "experts", 16 described themselves as "knowledgeable", 15 felt "familiar" with the subject matter, while one only "occasionally deals with it".
The term "expert survey" is also the main flaw in this study. This is because the definition of an expert purely according to professional function and self-assessment is not sufficient, in addition to the fact that at least two thirds of the participants expressly did not consider themselves experts.
designate.
A second weakness: The study contains countless abbreviations such as IPTV, PVR, EPG, LCD, DVR, VoD and terms such as timeshift or multiplayer gaming, none of which are explained. There is no glossary.
"TV medium of the future", Part IUnder the heading "TV medium of the future"
Publisuisse will be publishing a whole series of studies over the next six months. The first of these will be the expert survey summarized here, which was conducted between 25 January and 6 April 2006, followed at the beginning of June by a study from the point of view of TV users: they will reflect on their current usage in discussion groups and express their views on their ideal TV of the future. The results of these discussions will be compared with the results of the expert survey.
In mid-July, the "Market View" of advertising and media agencies and advertising clients, collected via an online survey, will be published. They comment on technical developments in the medium of TV and show how they are adapting to them.
Three interviews with experts in the field of advertising impact will follow in August. At the beginning of October, Publisuisse will publish a dossier on the series of studies. The Digi Trend Forum on October 3 will also focus on the future of TV. After that, Publisuisse intends to stay on the ball in this regard by evaluating and summarizing future studies (including third-party studies) and communicating the results at least once a year.
Markus Knöpfli
SF is thus almost anticipating the results of a study commissioned by SF marketer Publisuisse. Better: SF's efforts fully confirm the study. In this study, domestic and foreign experts were asked which technical innovations they consider relevant in relation to the medium of TV and which conclusions can be drawn about usage behavior. From these answers, the study makers finally identified eleven trends.
Trend towards "singleization "In a second round of questioning, the experts commented on this and evaluated it. The result: 9 out of 33 respondents do not consider the much-vaunted media convergence to be the most important development in relation to TV, but rather the liberation of the medium from space and time (referred to as "de-anchoring" in the study).
According to the study, TV consumption will be possible everywhere in the future and will also be time-shifted or completely on-demand. As a result, the demand for technologies and devices that support TV consumption independent of time and place is increasing. Half of those surveyed are of the opinion that this trend will already be noticeable by 2010.
The second most important trend, with five expert votes, is referred to as "singleization". In principle, it is a consequence of the first: every consumer is becoming their own program director. TV consumption is becoming more individual, everyone decides for themselves what they want to watch, where and when. Devices that allow content to be selected and compiled according to personal preferences are gaining preference.
"Multiplicity" is the name of the third trend (four votes) and refers to the increase in offers and offer models. "Pay TV is gaining importance alongside free TV", as are special-interest channels, pay-per-view, video on demand and more.
The remaining eight trends are mostly consequences of the first three and go into even more detail. Some of them also contradict the "main trends". However, this does not fundamentally call them into question. Because, as we know, every trend also generates a counter-trend. So there will always be people who don't like the brave new TV world, who feel overwhelmed by time or technology and therefore want everything to be as cheap, simple and easy to understand as possible. Such considerations are also reflected in the eleven trends. However, the experts' weighting shows that Mobile TV will be increasingly in demand in the future. SF is apparently also convinced of this and wants to be one of the first providers in Switzerland.
"Experts" in the sense of the studyFor this so-called expert survey,
which was conducted in two rounds, a total of 66 people from universities, TV broadcasters, advertising and media agencies, telecommunications companies, network operators, consulting firms and marketers were asked to take part - half from Switzerland and half from abroad. 40 people effectively took part in the first round and 33 in the second. However, there was no standardized criterion for "expertise"; the participants had to assess themselves.
For example, 11 study participants classified themselves as "experts", 16 described themselves as "knowledgeable", 15 felt "familiar" with the subject matter, while one only "occasionally deals with it".
The term "expert survey" is also the main flaw in this study. This is because the definition of an expert purely according to professional function and self-assessment is not sufficient, in addition to the fact that at least two thirds of the participants expressly did not consider themselves experts.
designate.
A second weakness: The study contains countless abbreviations such as IPTV, PVR, EPG, LCD, DVR, VoD and terms such as timeshift or multiplayer gaming, none of which are explained. There is no glossary.
"TV medium of the future", Part IUnder the heading "TV medium of the future"
Publisuisse will be publishing a whole series of studies over the next six months. The first of these will be the expert survey summarized here, which was conducted between 25 January and 6 April 2006, followed at the beginning of June by a study from the point of view of TV users: they will reflect on their current usage in discussion groups and express their views on their ideal TV of the future. The results of these discussions will be compared with the results of the expert survey.
In mid-July, the "Market View" of advertising and media agencies and advertising clients, collected via an online survey, will be published. They comment on technical developments in the medium of TV and show how they are adapting to them.
Three interviews with experts in the field of advertising impact will follow in August. At the beginning of October, Publisuisse will publish a dossier on the series of studies. The Digi Trend Forum on October 3 will also focus on the future of TV. After that, Publisuisse intends to stay on the ball in this regard by evaluating and summarizing future studies (including third-party studies) and communicating the results at least once a year.
Markus Knöpfli
The complete study can be found at werbewoche.ch (Tools/Studies).
