Big Screen. Small Screen. 3D Screen. We All Scream for Multiple Screens

You are receiving this email as a corporate subscriber to Jack Myers Media Business Report Redistribution in any form except among approved individuals within your company is prohibited As a subscriber you have full access to all archives and reports at wwwjackmyerscom If you require your ID and password contact maryannjackmyerscom PART 5 Myers 20102012 Media Trends ReportThe iPad and gaming have effectively destroyed the maxim that the computer is a lean forward experience while the large screen TV is a lean back experience We watch videos and play games on all size screens and thanks to Bluetooth embedded in televisions we are reorienting our large screen usage by enabling full computer integration into large screen TVs with no wires or added technology Whether it39s large screen HDTV 3D TV iPad cinema computer mobile or screens yet to be introduced usage is being integrated across multiple functionalities This reality and the resulting focus on online video and gaming is a trend that all media companies agencies and marketers must address in their strategic plansThe media industry has been so traditionally locked into rigid silos for the past six decades that it39s unnatural for many companies to understand a dynamic that is grounded in convergence and integration Applications and tools developed for one platform will naturally be embraced by consumers on other platforms Business models advertising applications research methodologies and transactional capabilities implemented by distributors content producers and marketers will be required for multiple platforms with the end consumer platform choices being ultimately irrelevantContent producers must focus on screenneutral distribution strategies and to remain techrelevant advertisers must rethink their policy of buying advertising impressions exclusively through specific distribution platforms They also need to sponsorunderwrite appropriate content and dynamically embed their messages in that content as it morphs across multiple platforms with the consumer driving the processAccording to the Consumer Electronics Association twothirds of US households now own a highdefinition television with 23 of Americans planning to purchase either their first or an additional HDTV in the next 12 months A year ago only 52 of US homes had a high definition TV by the end of 2010 that percentage will increase to an estimated 75 to 80 of US households Also by the end of this year according to CEA and other data at least 90 of US homes will own at least one computer Consumer electronics manufacturers are embracing and accelerating the convergence of the two platforms requiring content producers and distributors to play catchup in recognizing the shifting dynamics of consumers39 viewing needs and expectations Marketers and agencies must also recognize that longpromised but neverdelivered interactive TV is already a reality via the Internet even as Canoe Ventures the consortium of six cable operators created to spur interactive offerings makes progress in advancing basic quotrequest for informationquot toolsThe new LG LX9500 high def TV introduced last month offers consumers WiFi enabling connectivity so online content can be accessed through a wireless connection to a home network LG39s LX9500 series also incorporates LG39s quotMagic Wandquot remote system that enables interaction with the set Samsung is the exclusive HDTV partner for the invitationonly preview of Hulu Plus on connected devices expanding the amount of premium HD content that is available to Samsung consumers TiVo39s premium settop service includes stateoftheart interactivity and integration of sophisticated marketing and enhanced content offerings Netflix members can watch more than 12000 movies and TV episodes on Sony BRAVIA Internet TV members can rent movies and TV shows via TiVo and their Playstation 3 game console and Netflix39 streaming application is available on the iPad and the iPhoneVUDU allows consumers to buy or rent from the largest library of movies and TV titles in Full HD 1080p resolution with no monthly fees or additional hardware YouTube streams millions of Web videos directly from the Internet without the need for a personal computer Yahoo Widgets enables access to TV Widgets that allow viewers to interact with Internet services and online media through applications tailored to the needs of the watcher such as uptothe minute Yahoo News Weather and Finance plus CBS Showtime and CNBC Picasa provides access to Google39s photo software so consumers can view photo albums Best Buy and WalMart offer direct access amp8211 with or without a computer to movies TV series and entertainmentObviously this impacts the creative as well as media strategies It also requires that attention be paid to GPSbased mobile social media applications such as Foursquare and Gowalla which have been gaining popularity These and similar apps will foster the advance of scannerbased applications and couponing across both mobile and homebased media Advertising revenue models will shift from the exclusive emphasis on costperthousand impressions delivered and in the future will include microtransaction commerce revenues conversational marketing programs promotional initiatives commerce cause outreach and event support all driving hyperlocal retail connections that tie national media and marketing programs to highly localized and GPSbased marketing intended to drive retail salesAccording to HomeTheaterReviewcom quotadvanced technologies like LED backlights and 3D are expected to provide a further catalyst for growth LED backlight LCD TVs in particular are poised for explosive growth in 2010 as nearly every major TV brand will introduce a wide variety of models and sizes with aggressive targets for growthquot Sports and gaming are at the leading edge of 3D technology 2768 million video game consoles sold to date validate the commercial and mainstream appeal of today39s Wii Xbox360 and Playstation 3 and add the many phone apps and other game platforms Gamers and sports fans will eagerly embrace 3D contentAdvertisers have been very slow in converting their commercials to HDTV many completely overlooking the message their lack of techsavvy communicates to consumers A failure by marketers to incorporate 3D commercials into 3D programs will result in an even more negative brand experience 3D has the support of every video manufacturer in the world and many video and especially gaming companies are betting 3D will be the future of televisionAutostereoscopic 3D meaning no glasses is going to be a major breakthrough for 3D in five to seven years quotBetween now and the time autostereoscopic 3D makes it to the mainstream video games could be the proving ground for the technology Gamers are the most willing customers for new software and hardware assuming you can deliver them the outrageous AV experience and 3D does just that The video gaming industry might just be what drives the success of 3D between now and the day you don39t need glasses to watch 3D contentquotThe adage that the television and computer are separate and distinct lean forwardlean back experiences is completely outdated From massive screens at sports stadiums and experiential venues with integrated mobilebased dynamic realtime interactive content to TV and movies on the iPad and mobile device the consumer experience is convergent integrated and allencompassing Content producers distributors agencies and marketers must quickly shake off the cobwebs of outmoded and obsolescent perceptions and strategies and move quickly to adapt to this new reality

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Big Screen. Small Screen. 3D Screen. We All Scream for Multiple Screens

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