Page 19 - AIB | The Chanel | Issue 2 2012

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IN CONVERSATION | THE CHANNEL
THE CHANNEL | ISSUE 2 2012 | 19
the Facebook log‐in that itʹs a male
– females will get some other ad –
this will revolutionise the way
advertising is bought and sold, and
advertising is the key driver that
keeps broadcasters in business.
What's your message to
broadcasters?
A broadcaster today is three things.
Itʹs a content provider, itʹs a
distributor – in other words it has
got bandwidth like an ISP except
the bandwidth is over DTT or cable,
and thirdly itʹs a destination. A
channel is an aggregation of
programming. And so in the future
how does a broadcaster continue to
be all of those in a world where the
destinations start becoming
websites and online and the
distribution is increasingly over IP
and the content will come from a
range of different content providers
as you have more and more content
becoming available online?
I think the broadcaster needs to
figure out whether to be all three of
those in the future, or perhaps just
one of these.
Some might want to re‐invent
themselves as a content provider,
and not only make content
available on their TV channel but
also ubiquitously on hundreds of
websites and YouTube. Others
might say that in the future the
‘destination’ or content
aggregation is not just a channel
but now also a website, and for
them the second screen becomes a
new place to create and shape
audience demand and viewing.
For broadcasters the clear
objective is to attract more
audience to their content, and to
increase their revenues by
providing new forms of product
purchasing around the second
screen – so it will be fascinating
and exciting to see how
broadcasters embrace, or not, the
opportunities provided by
tablets, second‐screen, automated
content recognition services and
other new products and
technologies.
What's the outlook?
At the moment, TV and Internet
are substantially disconnected. In
the future, as you get home, your
phone will realise from scanning
your Wi‐Fi network that you have
arrived home, so the picture will
automatically move off your
mobile phone onto your TV sets.
Thereʹll be a home eco‐system
where all the devices in the home
talk to each other, and you typically
use the device in your hand for
navigation or finding things, and
the larger screen thatʹs nearby gets
used for playback of the content.
And either the industry works on
common standards to create that
eco‐system or the likes of Apple
and Google will come along and
create end‐to‐end propositions and
eco‐systems including phones, STB
and TVs all from a single vendor.
Technology always provides
new opportunities. It seems to me
the world is always filled with
technologists who invent new
things just for their own sake, and
then marketing people use those
technologies in clever ways. It is
important for a broadcaster to look
beyond the current world and look
at the trends. People are saying ʹItʹs
only kids doing thisʹ but in 10 years
those kids will be grown up and
their kids and everyone will be
doing it.
Itʹs important to look at the
bigger picture.
Anthony Rose, thank you.
“
”
This will
revolution-
ise the way
advertising
is bought
and sold