I was at the Thinkbox (the UK association of commercial broadcasters promoting TV) seminar called TV + Mobile: Up Close and Personal this past week, and learnt a lot and came away with a lot to think about. I will share the thoughts in a series of blog posts.
Tess Alps (CEO) made a point during the opening session that for me needs to be core to the way not only the industry but also marketers/ advertisers increasingly need to think. This is the biggest, and most profound, thought that I came away with.
She asked "what is TV"?
TV is DIFFERENT from "The TV". The latter is the thing that sits in the corner of your sitting room. While TV is all the content, programs and material broadcast. Increasingly this is being consumed on devices that are not "the TV". Be it tablets, like the iPad, smart phones and laptops.
It is also important to understand that while watching "The TV" tends to be a physically social thing, as family or friends sit around watching shows together and discussing or commenting. The consumption and watching of TV on devices is much more personal and unlikely to be as physical a social consumption. Though, it does not mean that other social media tools are not engaged to enable that interaction.
While today most of TV watching is on "The TV", as some other speakers pointed out, for the 16 - 24 age group this is changing fast. While Channel 4, for example, only have at most 5% of consumption hours not on "The TV", for some 16 - 24 year olds it has been already as high as 34% (for their "Made in Chelsea" docu-soap show).
So we all need to be thinking more and more about where and how people will watch TV content, and what it means for program making - and advertising and sponsorships.
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