Page 39 - AIB | The Chanel | Issue 2 2011

THE CHANNEL | ISSUE 2 2011 | 39
format level apps at the show level.
Here we’ll see a fierce competition
between content owners building
content brands (e.g. Fremantle with
its strong talent format brands like
X‑Factor, American Idol) and the
broadcasters who want to be a
brand themselves (often based on a
chosen theme: women/beauty &
fashion, men/sports).
Disadvantages for broadcasters
are not only the threats coming
from everywhere by more agile
players. They also have a lack of
willingness to create any open
standards and let third parties
develop in the space, and ‑ well ‑
moving things forward in the
broadcast world is like moving a
mountain.
Between the internal politics of
R&D teams who don't want to open
up to third party solutions ‑
because it's their bread and butter
to build themselves... and the upper
echelon who just 'don't get it' ‑ it's
not an easy land grab and there’s a
clear problem to break down the
silos between different content
groups (TV, events, on‑line, mobile)
as well as inherent problems
around innovation... the incredibly
expensive, and therefore very risky,
process of creating innovative
formats.
Concerning open standards
versus closed ‑ remember Firefox
has thrashed Internet Explorer due
to open standards in the browser
wars. And Facebook as well as
Apple have both proven that
having tens of thousands of
developers essentially working on
spec and rev sharing drives
innovation a hell of a lot faster than
air hangars full of 9‑5 coders on the
payroll. They just can't compete.
There are plenty of others who
see the ripe opportunity for
engaging children in a two screen
experience for advertising, IP
metrics, selling via affiliation
models or direct deals with brands,
interactive experiences and much
more. That 200 billion dollars of
TV ad spend globally is rather
enticing.
And plenty of it is going to move
to connected devices in the future,
rather than the old value chain
where brands give money to
agencies that create 30 second spots
and pay the broadcasters to
interrupt viewing with ads that
don't even mean anything to
viewers half the time... and are
more of an excuse to get up, leave
the room and brew a tea. Or engage
on the second screen. ■
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