Deliotte has produced a spec ial report, ‘Survival of the fastest: TV’s evolution in a connected world,’ in which it identifies and analyses the major forces for change impacting the global television broadcasting industry.
Regarding the first of these, “big data,” Deloitte identifies three conspicuously significant applications: capturing, quantifying and optimising TV’s impact on online behaviour; as an input into programme making; and increasing the value of television advertising through ‘addressable advertising’.
The second “major force”, appropriately, is the ‘second screen’. “Despite the buzz,” reads the report, “the fear and the excitement, and although the installed base of second screens has widened and deepened, there has been only minimal impact on TV. Few key performance indicators, such as viewing hours, industry revenues, advertising performance and profitability, appear to be directly affected, positively or negatively, by the rise of the second screen…The increase in second screens across Europe has caused barely a ripple in TV behaviour, at least so far. Second screens – which currently number hundreds of millions in Europe and which in the medium term are likely to exceed a billion – have not dented TV viewing, have not blunted TV advertising and have not damaged pay TV.”
As for connected TVs, the anticipated impact has been much milder than expected, with fears it will result in broadcast content losing out to online delivered content proving relatively unfounded due to the variable quality of online content and the multiplicity of options available for delivering Internet video to the television screen.
Which brings us, fourthly and finally, to 4K. “There is an existing library of 4K content, TV sets are becoming more affordable, new TV programmes are being shot in 4K, and tests of 4K transmission have been successful… The main challenge is that the much higher resolution afforded by 4K is immaterial, as viewers cannot appreciate it. The further the distance from the TV, and the smaller the screen, the less the perceptible difference between 4K and standard HD.”