Time is up! TV and Web will merge!

TV and Internet have been two different kind of services. The TV experience has been some kind of old fashioned, with no on demand services, I have to be on time to watch a pogramme or had to record my favorite programme if I was not able to follow the TV schedule. HD recording and time shift functions pushed the TV experience a little bit into the future and made it more comfortable but it was still kind of effort to trigger the recording (I had to be at home to operate the device).
The Internet changed this world. We had Christmas and the Soccer World Cup will come up next year. This is the time when people buy new, better and larger TV sets. Most of them will be able to access the Internet and this is the point where the common TV experience will change.

What does this mean for Broadcasters?

1. Linear TV will NOT die! High quality TV content will still make people watch TV (just thinking about the enormous quotes of the last Homeland season in the US)

2. The backward channel will establish new TV services in the living room and will open new business models and marketing channels.

This means the era when TV and Internet were operating in two separate worlds is over.
On demand usage will grow rapidly (if the broadcaster offers this services, which most of them already do)
The 2nd screen will be more import and will be merge with the TV experience.

And again, was does this mean for the broadcasters?
The classic Internet homepage of the broadcaster will die. Things broadcasters will need in the future are:
1. A good on demand service (media center)
2. Ability to use the backward channel
3. Related content services, depending on the content (games, background information, additional video services)
4. Communication – not just with the broadcaster, furthermore there will be more and more communication between the viewers.
All this has already been part of the good  broadcaster internet homepage. But these services need to be optimized for these devices now:

The TV set
The Tablet
The Smartphone

That’s all we have do! Internet will not kill the TV Star!

Montize Video Content Over IP

There is a key to success for monetizing video content on TV and via IP.
Valid data is the solution. As IP connected devices (Mobile, PC, Tablet, Smart TV, HbbTV) will be able to collect the data regarding the user behaviour, it is just a matter of technology, and of course innovation and a kind of open minded attitude in the advertising industry to find a new vein of gold.
Regarding the audience this could be fun. If I don‘t drink beer, I do not get all these alcohol ads. And kids should not see advertisings for adults.
And if I just bought a car I‘m normally not interested in another one, but maybe I need some snow tyres or a roofbox for the winter.

Following this the cookie technology will die sooner or later, and will be replaced by a new smart data engine. Much more valuable data will be generated over IP as a base for the distritbution of programmatic video ads on any of my IP connected devices.

And once again: There is a better way than just deliver the ad on the big TV screen. In a smart TV world the ad will be delivered on the 2nd screen (my tablet, mobile, smart watch), along with additional data about the product or service. Interact and communicate using my social media channels (vote, comment, recommend, etc.), the engine could recommend a shop nearby, I can purchase online or even reject the ad. Even that is a valuable information for the data engine. However, there is of course a great challenge protecting this data and prevent it from malpractice which is the most important point. If the customer does not have confidence in the provided service it will not be succesful.
So, providing confidence is the key to a satisfied customer.