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Adobe: “TV is no longer the device – it is the content”

With the mainstream adoption of video consumption on personal devices, we are now witnessing the greatest change in broadcast TV since the arrival of colour, according to Jeremy Helfand, VP Video Monetization at Adobe, speaking at TV Connect in London this morning (Tuesday 19th March).

“We have to understand what is happening in the broadcast space – content is increasingly being consumed on connected devices, and this is causing programmers and operators to rethink how they monetize and deliver content,” said Mr. Helfand. “TV is no longer the device – it’s the content.”

Big claims, backed up with proprietary data from Adobe Pass (the company’s TV Everywhere authentication solution): an overwhelming 97% of iPhone authentications are by younger viewers, while a similar proportion is for news content on desktops, and over 50% of tablet usage is for TV Everywhere content.

This is all good news, according to the Adobe exec, except for one thing: fragmentation. Programmers want a consistent experience, advertisers want access to one unified audience, and audiences want to watch the content they want, when they want.

This all leads Adobe to one conclusion – the need to activate audiences with data, that is to say, balancing content and advertising, delivering personalised experiences and adverts – all key components of an possible monetization strategy in this environment.

A glimpse of the future of the media business came from 2012 Olympics, according to Helfand: “We delivered over 200 million streams for last year’s Olympics, of which 90mn were authenticated.

“This is the new benchmark, a true inflection point. It showed we can deliver access to great content, media companies can deliver great content online and it won’t cannibalise TV consumption.”

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  • My 17+ y/o son has a tv set in his room that is 99% turned off. He uses his PC in a split screen mode, many times split into 3-4 square where he simultaneously watches a soccer game, a news or any other web site, chats with friend with some  applications and plays some pc game….that’s the face of the generation.

    Eli Shavit on Adobe: “TV is no longer the device – it is the content”

  • Actually the comment, “TV is no longer the device – it’s the content.” is important to make at this time because here in Hollywood I can tell you that most folks still think TV is what happens when studio-produced content is delivered through cable, satellite or air into that box in the living room, and all the rest is just a secondary viewing. It’s looking at the so called “second screen” in much the same way as the last season of your favorite show arriving on the shelves of Blockbuster, and that is wrong headed. What my 20-something kids now call watching TV is on their laptops — they don’t even own TV sets! What the industry had better get right is the monetization. I can tell you that my kids, who are honest, decent people, have come to believe along with their entire generation that what they find on the internet should be free, and ripping their music from YouTube is just normal -and guilt free- to them, despite my protests. If that happens to TV, it’s a big problem.

    KShields on Adobe: “TV is no longer the device – it is the content”

  • what a “revelation”!!!
    TV is no longer the device – it’s the content.
    And I thought television was just a box you stare at with blue flickering
    He must be a genious!

    Eli Shavit on Adobe: “TV is no longer the device – it is the content”

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