Photo by Todd DeSantis
During the Media Insights & Engagement conference this month, David Boyle, BBC Worldwide, presented "Revolution or Reinvention? Some Straight Talking on TV's Transformation."
Here are his insights into this reality:
- Things are changing, but it's a slow revolution not chaotic disruption. Mainstream is still largely unaffected. Data indicates linear TV resilience in the face of massive innovation.
- However, major effects are around the edges. We need to adapt to the changing habits, particularly for younger people. For example, when millennials and non-millennials were asked "What are the top 3 media you would take with you to a desert island?", here's how they responded:
1. Social media
3. Subscription OTT (Over the Top)
2. Free to air TV
3. Pay TV
- The rise of new devices and new screens provide new opportunities to reach fans and extend brands.
- Big Data, Data Science, Social Media Analytics are now starting to deliver the magic they have been promising for so long. How we learn about consumers can now shift also. The "old world" research was active monitoring/recall-based research among carefully selected people. It was slow, expensive and limited in scope, geography, etc. The "new world" research includes many data signals, massive computing and advanced computer science to interpret. It's now about 'listening' to all the digital, social signals left by everyday behavior. It includes most types of people, and is quick, cheap, wide in scope, and global.