Recasting Traditional TV's Role in the Age of Online and Mobile Entertainment

While television broadcasters have been quick to adopt OTT and other video-on-demand (VOD) models, many have struggled to compete effectively against the native digital video platforms. The most successful broadcasters are using online and mobile television to amplify their traditional offerings and to cater to the evolving demands of audiences and advertisers. For example, by offering previous seasons of a series online in the lead up to the start of the new season on broadcast TV, while offering targeted, cross-platform advertising campaigns across broadcast, OTT, and mobile for a single buy.

Remaining competitive in today’s landscape demands more than just the newest technologies or the best content, but a strategy that addresses the varying demands of audiences around the World and across all age demographics.

Television’s new era

New technologies such as 5G mobile networks and artificial intelligence (AI) are also offering possibilities for traditional television’s revival. With exceptional bandwidth and low latency, 5G enables innovation of video in multiple areas. Augmented Reality (AR) and Virtual Reality (VR) elevate the viewing experience to provide more immersive viewing offering audiences a greater degree of control over the entire experience.

For broadcasters, AI can help automate existing workflows driving down operating expenses while enabling innovation and efficiencies in audience insight, content recommendation, and predictive analytics. Though still in its infancy, we already see it at work with content recommendations, ad targeting, automatic captioning and subtitling, scheduling, and even AI newscasters.

While these evolving technologies provide interesting possibilities for traditional television, it is crucial that broadcasters themselves augment their offerings by ensuring the quality of the viewing experience is maintained across online and mobile devices, focusing on the content which is critical to their audiences, and working with partners to address gaps in the content and service proposition.

With Disney+, Disney’s direct-to-consumer streaming service, set to enter the market later this year, traditional television players will need to consider their competitive positioning. Picking your battles and leveraging a deep understanding of the viewing needs and habits of local audiences will be critical to surviving in an increasingly competitive OTT landscape, which we expect will drive the consolidation, or exit, of smaller players.

Amidst these new technologies, industry changes and evolution of audience tastes, television at its core must retain focus on the critical factor: making shows which people want to watch. The allure of good content,whether premium dramas, live sports, relevant local news – will always be the principle driver for audiences. Traditional television players have survived many threats in the past by maintaining this focus and co-opting the best of the technology innovations, and it must evolve and adapt once more in response to perhaps the most robust set of challenges it has ever faced.