Ovum analysts relate their day-by-day highlights at this year’s TV Connect
Ismail Patel, TV Analyst, Ovum: TV is not dead, but has evolved to such an extent that it is now barely recognizable from the days where linear TV was the only game in town. With multiple moving cogs in the industry’s value chain, one of the main takeaways from today’s TV Connect event was that success in the face of this evolution means something different for each player according to where they sit in the chain. In some businesses, new value is being created. In other instances, value shifts from one part of the industry chain to the other. The one constant is that industry players need to adapt to viewer behavior or risk getting left behind.
One key segment identified continuously by TV Connect attendees are the ubiquitous millennials: Those born after the turn of the millennium, who do not know a world without smartphones and the Internet, and do not afford an arbitrary priority to the big screen in the corner of the room over the tablet or smartphone device in their hands.
With this latter point in mind, Google asserted that handheld devices should not be considered “second screens,” but rather “screens providing a different, alternative experience.” It is the behavior of these millennials that will eventually become the mainstream, especially as this generation grows older and acquires more spending power – broadcasters and online TV providers need to continue to react to this.