TV industry predicts major changes
Die Zukunft des Fernsehens wird sehr individuell. Dabei ist es unerheblich, ob TV über das Internet als WebTV, klassisch über den Fernseher mit Internetverbindung als IPTV oder mittels Nutzung von anderen, mobilen Endgeräten wie iPad, iPhone, WeTab und Co genutzt wird.
This was the conclusion reached by industry representatives at the 3rd IPTV Summit 2010 in Berlin. "Television as we know it will change massively. There will continue to be a certain form of linearity, comparable to the iTunes playlist. In the sense of a playlist, there will continue to be linear content. But the old-style program director who decides what the people have to watch will soon be a thing of the past," says Axel Schmiegelow, Managing Director of the video portal Sevenload, in an interview with Pressetext.
A Forsa study conducted in the run-up to the Summit revealed that half of internet users now consume television programs and videos online. Short video clips are currently still the most frequently viewed. One in eight people use download or livestream services for feature films and one in ten use live streams such as broadcasts of sporting events. It is therefore clear that web and IPTV is currently a rapidly growing market.
"Viewers can find a range of films and videos on the Internet that goes far beyond television and can often be accessed regardless of time and place. There is a wide variety of programs on offer today, and even more if you add pay TV and special-interest television. But this diversity is now changing its logic because it can increasingly be accessed on demand. That's why I'm sure that in two or three years' time, television as we know it today will no longer exist," explains Schmiegelow.
This is clear from the changes that broadcasters such as RTL have implemented. The media group distributes its content both via IPTV, for example RTL NOW, and via WebTV, for example Clipfish. In the social media sector, they have positioned themselves with wer-kennt-wen. This is also leading to a change for the advertising industry. "The market has become more complex. You used to reach 80 percent of the target group with just two TV stations and three newspapers. Today, the effort required to reach them is much higher," summarizes Tim Sticklbrucks, Managing Partner at Saint Elmo's Entertainment.
"The thousand-contact price is becoming less important. What counts nowadays is sales," Andre Zalbertus, then founder of AZ Media, is certain. Traditional advertisements may have a high reach, but they no longer attract attention and business. The use of moving images, which are distributed via social media channels, is now much more effective.
A Forsa study conducted in the run-up to the Summit revealed that half of internet users now consume television programs and videos online. Short video clips are currently still the most frequently viewed. One in eight people use download or livestream services for feature films and one in ten use live streams such as broadcasts of sporting events. It is therefore clear that web and IPTV is currently a rapidly growing market.
"Viewers can find a range of films and videos on the Internet that goes far beyond television and can often be accessed regardless of time and place. There is a wide variety of programs on offer today, and even more if you add pay TV and special-interest television. But this diversity is now changing its logic because it can increasingly be accessed on demand. That's why I'm sure that in two or three years' time, television as we know it today will no longer exist," explains Schmiegelow.
This is clear from the changes that broadcasters such as RTL have implemented. The media group distributes its content both via IPTV, for example RTL NOW, and via WebTV, for example Clipfish. In the social media sector, they have positioned themselves with wer-kennt-wen. This is also leading to a change for the advertising industry. "The market has become more complex. You used to reach 80 percent of the target group with just two TV stations and three newspapers. Today, the effort required to reach them is much higher," summarizes Tim Sticklbrucks, Managing Partner at Saint Elmo's Entertainment.
"The thousand-contact price is becoming less important. What counts nowadays is sales," Andre Zalbertus, then founder of AZ Media, is certain. Traditional advertisements may have a high reach, but they no longer attract attention and business. The use of moving images, which are distributed via social media channels, is now much more effective.
