Television of Tomorrow 2010 Conference
by scott on Mar.07, 2010, under Uncategorized
Author: Scott Broomfield
This week, broadcasters, content creators, and network operators came together in San Francisco to discuss and debate the state of the industry at the Television of Tomorrow 2010 conference. TVOT2010 was standing room only and we at Veeple congratulate Tracy Swedlow and ITVT, the show’s creator, for a wonderfully successful event. Interactive television was one of the most heavily debated topics and if, when and how would interactivity be integrated within the television experience. From our perspective we see the positive outcome of interactivity as self-evident, given the intersection of three unstoppable trends: fast and inexpensive broadband, Internet cloud computing and HTML5. In any industry, the cool stuff happens when and where disparate technologies intersect. This is what we are seeing in broadcast television. The video below is a one minute example of what interactive television might look like.
Pretty cool, right? Yes, but. And the ‘but’ is that interactivity is NOT about technology. The technology has been around for many years. Interactivity is about economics and business models. What will the revenue models look like. Moreover, given that interactivity will enable i-Learning, i-Marketing, i-Branding and i-Commerce, only a small portion of interactive television will be advertising related. This means that the other forms of interactive television will be used to engage the viewer but not directly monetize the medium. The problem is not intractable and massive experimentation will help the industry find the right balance of solutions.
One final point. This will always be about storytelling. The story is center stage and interactivity is a technology that should enhance, not take away from the story. That said, the approach to the story changes when the audience interacts. So the power will arrive when the medium incorporates the technology in a relevant, engaging and non-intrusive fashion. It is an exciting time.
Thank you Tracy for an amazing event. You hit the ball out of the park.
May 25th, 2010 on 3:31 pm
Broadband internet these days are getting much faster and cheaper too. `,`
August 29th, 2010 on 3:00 pm
broadband internet these days are dirt cheap, there are more and more broadband companies offering cheap service too:”