Industry Insight
TV+
2011: TV’s relationship with advertising, social networks, shopping, technology and companion devices
Researched and written by Deloitte; surveyed by GfK and commissioned by MGEITF
TV+ is Deloitte’s fifth annual report on the current issues impacting the television sector. Deloitte has produced this report as part of its continuing support for the MediaGuardian Edinburgh International Television Festival. The in-depth research was based on interviews with senior industry executives and a detailed survey of the UK public (4,000 respondents), researched and written by Deloitte and surveyed by GfK in June 2011.
In every generation, there is a super medium: the medium around which all others revolve. The super medium is the one which most powerfully drives content creation in other media sectors. TV currently does this.
In this year’s perspectives we look at several key aspects of television to address the question – Can television maintain its super medium status?
Can television viewing per person continue to rise?
Can television survive the threat from the rise of social networks?
Is television disrupted or enhanced by technology?
How will TV advertising fare given the alternatives?
Can television enhance its direct impact on shopping?
Download the 2011 report
For more information visit www.deloitte.co.uk/television
Podcasts
For the first time, MGEITF, Deloitte and industry experts have come together to discuss a key theme running through the Festival: Whether television can maintain its super medium status. Can television viewing per person continue to rise? Can television survive the threat from the rise of social networks? Is television disrupted or enhanced by technology? How will TV advertising fare given the alternatives? And finally, can television enhance its direct impact on shopping?
Download the podcasts to listen to the opinions of industry experts – George Entwistle, BBC Vision; Roo Reynolds, W+K; Tess Alps, ThinkBox; Richard Welsh, BigBalls Films; Sally Quick, UKTV; James Bates & Paul Lee, Deloitte; chaired by Aleks Krotoski, The Guardian/Observer.
Introduction - Deloitte’s report on the state of the TV sector has been a key feature of the last five years of MGEITF. In this podcast, we discuss how we selected the five focuses for this year’s report: TV and companion screens, TV and technology, TV and social networks, TV and advertising, TV and shopping.
Aleks Krotoski, The Guardian/Observer, Paul Lee, Deloitte and George Entwistle, BBC Vision discuss.
TV+ advertising - Every year, the sustainability of the TV advertising model is called into question. Yet every year the number of ads watched seems to rise. Further every year, TV is rated as the display ad format with the greatest impact, with the youngest viewers being the strongest supporters. What is the outlook for TV advertising?
Roo Reynolds, W+K, Tess Alps, ThinkBox and Paul Lee, Deloitte discuss. Moderated by Aleks Krotoski, The Guardian/Observer.
TV+ social networks - Incumbent media rightly fear new media. One of the TV industry’s biggest worries is about the impact of social networks. Will they take away viewers? Will they takeover advertising revenues? Will they generate lucrative usage data? In this podcast, we discuss what the real context of social networks’ relationship with TV is, and outline the many complementary, as well as competitive aspects of social networks and television.
Roo Reynolds, W+K, Richard Welsh, Bigballs Films and James Bates, Deloitte discuss. Moderated by Aleks Krotoski, The Guardian/Observer.
TV+ shopping – Television has always been good at selling. But it has had no direct role in transacting, even if it has encouraged many a viewer to purchase. The growth of e-commerce and rise of companion devices mean that the gap between TV and transacting is becoming ever thinner. Every tablet, smartphone and laptop that we use while watching TV is a digital till on our laps. In this podcast we discuss what the current implications and extent of TV and shopping are.
Sally Quick, UKTV, Richard Welsh, Bigballs Films and Paul Lee, Deloitte discuss. Moderated by Aleks Krotoski, The Guardian/Observer.
TV+ technology – Every year someone calls the imminent demise of technology, often at the hands of technology. In the last decade, there have been multiple technological innovations, several of which have been expected to have apocalyptic consequences for the TV sector. Such as the PVR’s impact on advertising, or user-generated content platforms’ impact on professional TV production. In this podcast we review a decade of technology innovation and explain how TV innovation has actually bolstered TV consumption.
George Entwistle, BBC Vision, Tess Alps, ThinkBox and Paul Lee, Deloitte discuss. Moderated by Aleks Krotoski, The Guardian/Observer.