How Will Viewership Options Impact the Fall TV Season? – Mark Owens, Corbis Entertainment

The Fall TV season is here this week and whatamp8217s different this year is the vast option of content viewership on premium over the top services like Netflix Hulu and Amazon Prime and how that will impact the future amp8220TVamp8221 landscape With HBO Go Apple TV Roku and TiVo all proliferating rapidly all screens are just becoming content distribution devices vs defined TVamp8217s Laptops Phablets or TabletsConsumers can now see pilots for Amazon shows like Mozart In the Jungle or series debuts of Fox shows like Gotham amp8220on demandamp8221 enabling them to evaluate which series they will engage in They can see if their peers friends and the social literati are following one vs the other and move freely between content ecosystems It will be fascinating to see if the right coast with old media models supported by 30 second advertising and studio creative pushed content will survive while the left coast develops metrics based on pretested and vetted shows that are open source and subscription based Why would a amp8220mediaamp8221 company spend millions developing untested pilots that might bomb in three episodes while a amp8220techamp8221 company could develop one test and vet it and engage socially with a preexisting audiencefan base directly Isnamp8217t that how we ended up with only franchises in the film businessFor marketers this means it is more important than ever to understand the changing TV dynamicscontent universe and not miss the revolution that happened in music just a few years ago For so long a song was discovered on the Bside or by radio album play Now one can choose the best of the best via iTunes for 129 making the economics of music so vastly different as well as the ability for marketers to partner with music a different beast Is there a day coming soon when amp8220TV showsquot will be priced a la carte or with subscription models Marketers will then need to surround them with amp8220sponsorshipamp8221 deals and embedded placement vs amp8220adsamp8221 In fact the debut of Amazonamp8217s pilots was amp8220brought to you byamp8221 GeicoEvery day we hear about cord cutting reduction in traditional TV ad spending growth in video spend and new dealsshows for Netflix or Amazon As we hit this amp8220Fall Seasonamp8221 the pendulum seems to really have crossed a line Why would we expect amp8220TVamp8221 as we have known it to not adapt given the intense changing digital landscape In retail the fall season has been replaced by amp8220pop up storesamp8221 sample designer lines at Target and quick fashion trends from Zara to HampampM which all show amp8220flexibilityamp8221 and trend forecasting Why canamp8217t TV follow the same suit From our Corbis perspectivelens of the content IP holders and rights owners and connecting to global brands and audiences it is about adapting to the marketingbusiness model to reflect the audience shifts and getting ahead of the curveContent is still king How one interacts with it will be a much nimbler different experience after this yearamp8217s Fall TV seasonMark Owens runs Corbis Entertainment developing the global strategic vision and operating plan for the music talent content and rights arenas Mark arrived at Corbis through the Norm Marshall acquisition where he was President of NMA Group Heamp8217s worked on entertainment platforms for key clients such as Heineken PUMA American Cancer Society and Xbox Mark was formerly a partner at Ketchum Entertainment Davie Brown and an awardwinning film executive producerCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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How Will Viewership Options Impact the Fall TV Season? – Mark Owens, Corbis Entertainment

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How Will Viewership Options Impact the Fall TV Season? – Mark Owens, Corbis Entertainment

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