Gartner: Das Fernsehen der Zukunft braucht das Internet

o        It fosters audience engagement and involvement within social networks and virtual worlds as users can interact with fictional characters.

o        It offers the TV industry the ability to pilot, support and enhance new TV formats, to help test, improve storylines and reach a worldwide audience.

o        It can also provide a second life to niche content, which normally airs on minor channels at an unsocial hour and receives a small audience and gets forgotten.

In shifting its attention to the internet, the TV industry recognises that it must optimise the user experience at its own site to make it a compelling destination, making content findable, with great audio and video quality and containing non-intrusive and relevant advertising. However, it also needs to use syndication to maximise reach.

“TV producers need to go a step further and integrate these new channels,” Mr Daum said. “Today, the ‘TV show’ is still seen as the product, and the internet is perceived as providing a series of opportunistic ways to enhance the traditional business built around that product. In the future, the TV industry needs to regard the internet as an integral part of the product. The product will be a ‘storytelling experience’, which will be delivered through a combination of TV shows, social networks, mobile phones and virtual worlds. That is, the story needs to be commissioned as a multi-channel experience, rather than as a TV show.”

Additional information on the future of TV is available in the report “The Future of Television Will Require Channel Integration.” The report is available on Gartner’s Web site at http://www.gartner.com/DisplayDocument?doc_cd=157823

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