TELEVISION IN 2012
While it’s exciting to read about all the various innovations for television in 2012 and how broadcasters will integrate more seamlessly with advertisers, particularly when they can use audience data, we have to ask are we over-saturating the way in which audiences can access and interact with content? The growth of connected TVs, tablets and social TV is all encouraging audiences to participate further with the content they view. But it seems that while the media landscape is fragmenting across those various devices and platforms, so too are the innovations the broadcasters are developing to interact with that content.
It’s already been noted in 2011 that brands are becoming broadcasters. They’re creating branded content that can rival that of the 30-second ad slot and as connected TV apps become the norm, they will be able to reach and engage with their own audience. The industry must realise that at the end of the day the audience will access the best content in the easiest and cheapest way possible, across the most suitable device. They will want to be entertained, informed, interact with it and share it with their friends. More often than not this content may be produced by a brand themselves. The broadcast and advertising industries must unite to provide branded content strategies that create an integrated and collaborative user experience; from TV screen to app, from programming content to ad. That is television in 2012.
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