NATPE Voices: Connected TVs or Mobile Devices

/ Jan 23, 2014


Connected TVs or mobile devices — which is going to play a bigger role in the future of content? In the future of television?

Dan Goodman, Co-Founder, Believe Entertainment Group:

“The ubiquity of mobile devices, including tablets, and their constant connection is unquestionably the bigger volume access play, and [it’s] growing. But connected TVs will be the key to unlocking the bigger dollars because of the quality and familiarity associated with them. It provides easy access to the living room (the big screen TV), and that changes the game for premium content. In fact, that’s why the TV metrics will matter more and more.”

Lori Schwartz, Managing Partner, StoryTech:

“I think we have to all move towards a general understanding that it’s not just about one, two, or three screens, but that ‘screens’ of a variety of sizes and shapes will begin to propagate our lives — they will all play a different role based on the context of the user’s experience. So the content being accessed through these screens will need to be ‘smart,’ targeted towards that user’s marketing information, but also towards that user’s location, and to a certain extent, his or her state of mind. So in the living room, it may be a smaller device that triggers the larger device and manages the opt in. Or it may be a very small screen with snackable video delivered at a cafe. In the end, it’s all content…”

Jordan, Defy Media:

“I believe mobility is the future. To be successful, content companies must have an effective mobile strategy. While connected TVs offer new market entrants the opportunity to disintermediate traditional barriers of entry, while simultaneously re-calibrating the leverage between legacy players, video consumption will proportionally continue to shift towards mobile usage. In the eyes of the consumer, connected TVs really come down to which service provider they’re signing up to in order to receive content and what box it is coming through — along with the associated user interface. Mobile represents a more fundamental change because it facilitates greater flexibility and freedom, while in many cases providing the consumer with a different manner in which to experience and engage with content.”

Larry Tanz, CEO, Vuguru:

“The connected TV is trying to improve on something people are already happy with — television; mobile devices are still relatively new to people and it’s easier to shape new behaviors, so mobile devices will continue to play a bigger role until the connected TV experience is rendered almost transparent. With that said, audience preferences have evolved into an on-demand consumption of entertainment content that is becoming increasingly device agnostic. You will see that the divide between digitally launched content and those that premiere on traditional TV platforms will continue to diminish.”

Erin McPherson, Chief Content Officer, Maker Studios:

“We are in the midst of a global platform shift to mobile devices, and they are already revolutionizing the way content is experienced. Maker has a massive audience that watches over 4 billion streams a month, and 40% of that audience is watching on a mobile device. Television as a genre of content will continue to be very relevant and heavily consumed, both on mobile devices and as a communal experience in the living room. But eventually the starting point for the connected TV experience will be your mobile phone or tablet, as it replaces the clicker.”

David Freeman, Co-Head, Brand Coverage Group, CAA:

“I think both will play a huge role. Considering that most of the bigger players in the connected TV space also play in the mobile space, both platforms will be integrated in a unique way. That said, I do think the connected TV players have an immediate opportunity to play in the original content space considering the scale of their distribution platforms.”

Check back as we continue adding thoughts about this topic, and others, throughout the week as part of our “NATPE Voices” series. If you haven’t registered to attend NATPE (which is next week!), you can do so here. Or you can subscribe to VideoInk’s newsletter (via the homepage), through which we are offering a special discount!

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