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April 18, 2012

Few thoughts after the #LattelecomTV event/discussion

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First of all, thanks to Lattelecom for the initiative and the event (under the hiperlink there are visual materials from the event). While I was a bit sceptical about almost everything throughout the event, after some thinking I’m sure that it was worth it.

One of the first and main things that were stated: television already is delivered via web (if we look at it technically- it is mainly delivered via internet protocols- at least in Latvia). The main question is: how will we consume the content and in what form it will be delivered to consumers?

Some speakers stated that the move (switch) from TV sets to mobile phones and tablets is inevitable(1). Also, some predict that the linear television is destined to die(2). And these two points are the ones I would like to revisit and state my opinion on them.

(1)

I do not agree with this statement. There will always be people and situations for whom the TV on the go (mobile) will be irreplaceble, but these cases and people are and will be just an exceptions. At, least for a couple of years until glasses with built-in displays or other technologies will become an everyday reality.

Television on mobile devies, in my opinion, has three main disadvantages: it drains device’s battery exceptionally fast (especially on phones, tablets are in a bit of a better situation), the coverage of mobile network’s isn’t good enough and video content is at its best when viewed in good quality and on large screens.

(2)

I have heard this before, but it’s not true. While video-on-demand and YouTube is and (at least for a while) will be consumed in massive amounts, the linear TV is here to stay. I can’t find the article anymore, but I will try to retell it:

There was at least one TV show which was aired weekly and after a while it was being offered also as an “video on demand”- it was made available for streaming each week at the same time as the cable TV users watched the show across the country. And as long people (experts) predicted that this will be good for rating, because people will  be able to choose when to watch it, the numbers showed that most people (if possible) chose to watch it at the same time as everybody else. Other sources and article I tweeted today state the same– people want to watch content at the same time as it becomes available and if they are not able to do so- majority of them watch it in the first 24 hours after it comes out (becomes available).

Why?

People just love to consume things and products while they are fresh & new. The same stands for TV shows. Another (and quite important) thing is that watching the same at the same time as everybody else allows to become a part of a group or tribe, if you will. It let’s to share emotions with people around them (in living room) and the whole world on social networks like twitter (tweeting to followers, following show-specific hashtags, etc.). It lets to experience something while not alone and to belong to a group which has simultaneously experienced the same thing.

Afterthoughts

Hearing Rolands Tjarve was really refreshing and relieving. For the first time in the event I didn’t feel alone with my opinions. :) So, now I know that I disagree with a bunch of people, but I also know that there is at least one person in the Latvia who thinks in the same direction. Follow Rolands Tjarve on twitter, he is also a lecturer in LU SZF, where he introduces students to media and journalism. Seemed like pretty smart man. He even might be one of the reasons for me to return to studies. :)

While no one actually knows how & when, it’s clear that television will be available on mobile, it will be social and consumers will have a lot bigger impact on content than they have now.

While I’m not sure that web-based TV goes the right way, it gives hope to see that people are thinking & working really hard to make it work. Keep it up and don’t forget about your end-consumer’s needs & tastes! ;)

*Picture is taken from @Lattelecom‘s Pinterest board.
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Māris Antons

Digitālā mārketinga menedžments at ground floor digital
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