Battle for eyeballs shaping television's future
"Hollywood is battling for consumers' eyeballs on more fronts than ever before. As people spend more time on their cellphones and computers, television studios find themselves pursuing viewers on at least three screens.
In the meantime, there is no downside in getting their content out to all these platforms, said Ian Blane, CEO of thePlatform and an executive at Comcast Interactive Media, during last week's Digital Media Summit. The exploration will benefit content creators regardless in the end, he added.
"I think five years from now it's still going to look a lot like it looks today,'' said Bill Binford, director of programming at Verizon Fios TV. "It all begins with developing quality programming that captures a viewer's attention.''
While people are directing their eyes on more screens than ever before, it doesn't mean they're watching less television, they're just multi-tasking, he said. TV viewership has remained relatively flat, he added. Indeed, Rose said there's a consistent lull in Facebook traffic during the weekly broadcast of Grey's Anatomy-so noticeable to the point that usage even comes up a few times during commercial breaks then spikes again immediately after the show concludes.
Linear, long-form content is not in danger, it's just that the demand for short highlights is increasingly each day, AOL Video executive Fred McIntyre said.
Tenzer concluded: "It's not the end of television, it's another necessary tool.''"
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment