What happens when the television we've all come to know and love begins to embrace the audience expectations wrought upon it by the Internet, mobile and social participation? You get TV 2.0: a more personal, social and participatory engagement. Fallon's Aki Spicer, Director of Digital Strategy, Rocky Novak, Director of Digital Development, and Jacob Abernathy, Creative Technologist will reveal their hopeful vision for television's future, and outline 5 scenarios that demonstrate how TV 2.0 will evolve the ad model and commercial creativity. *Originally presented to Minnesota Broadcasters Association in Dec 2010.

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3. Brainfood: TV 2.0
Five Scenarios for the Future of Television
March 29, 2011

4. What we’ve learned about the evolution
of TV in the age of the social Web.
 The “Death” of TV is highly overrated
 Evolving Reality of Digital “Co-Viewing”
 Five “What If?” Scenarios for The Future of TV

5. We are…
Rocky Novak
Director of Digital Development
Aki Spicer
Director of Digital Strategy
Jacob Abernathy
Creative Technologist

6. “The shock that the Internet caused
[to the industry] is still not finished. We
need to be ahead of the curve; otherwise,
we will not be able to accompany the
client of tomorrow.”
Maurice Levy
CEO, Publicis Groupe
6

7. .

8. But predictions of TV’s demise
were premature…

9. Pay people to live without TV?
The reality is that people won’t go without it.
7 Days 5 Days 2 Days
2 Days—the longest people would willingly go without TV
(even for cash)
Conclusion: TV is still a vital part of our lives,
but TV is also changing.
Excerpted from presentations by Razorfish at SXSW

10. Why? DNA of TV: Nine Immutable Genes.
1. Relaxation, zoning out, passivity
2. Conversation
3. Events, currency, what's happening now
4. Social, excuse to be together
5. Stimulation and education
6. Vicarious Experience, escapism/fantasy
7. Passion Points
8. Participation
9. Consumerism
Excerpted from presentations by Razorfish at SXSW

11. 11
Liminal Space

12. Viewing Participation Advocacy
Brands today and tomorrow must convert
viewers to users and users to advocates.
But advocacy isn’t free:
It comes when value compels evangelism.

13. “The Internet is not cannibalistic;
it is only additive. We view the Internet
as a lab for our TV network…
The Internet can help the network
and vice versa.”
Les Moonves
CEO, CBS

14. only now, many of those
conversations are digital,
and thus more powerful.
TV still dictates the
conversations we’re
having—

15. 1/3 of our day spent online;
imposed new expectations on
traditional TV (on-demand,
DVR, 2-way, etc.)
Branded Entertainment:
Webisodes, engagement
platforms, videos as
“content”
# 4 largest site
# 2 search site
# 1 largest video site
5B streams/month
70% of TV viewers
are Web surfing as
they watch
# 2 largest video site
5.5B streams/month
Middle-agers fastest growth
Line between content and
advertising is blurring, as
is line between TV and
Web
Yet, digital and social has wrought
seismic shifts upon our beloved TV.
55% people have
broadband access;
90% by 2012
55% people have
broadband access;
90% by 2012
86% of TV viewers
are using mobile
device as they
watch

16. The best-in-class TV shows combine
their DNA with the “people add value”
principle of Web 2.0.

17. What makes these #winning ideas
for our times?

18. We are social animals.

19. Human experiences are better together.

20. The brands that are winning
today understand this.

21. Because on the social Web, people add value,
and the brands that win are
creating ideas and experiences that get
better the more people use them.

22. So what is next for television?

23. “The future is here. It’s just not evenly
distributed yet.”
William Gibson
Writer and Futurist
23

25. #1 Fan Couch Potato
Social Butterfly
TVDJ
Play Along TV
puts you in
the game/event
Smarter TV, serves mood
and preference
Viewing Party TV puts content
in context of your social circle
Curate and AddTo TV
lets users drive
Info Junkie
News at the
nexus of
historic truths
+

26. Play along with TV and (really) get
in on the action.
#1 Fan

27. #1 Fan

28. Implications of #1 Fan:
 Don’t just watch—play along
 Go deep(er) into the action
 Tight-knit community of passions
 We’re all the show now
 Ad-ded value, too

29. Personalized TV defined by mood, likes, and
history—not time grid and alphabet order.
Couch Potato

30. #2 Couch Potato

31. Implications of Couch Potato:
 “Lean-back” meets “lean-forward”
 User at the center
 Hyper-contextual relevance is king
 Behavioral targeting is queen
 Cross-platform integration

32. TV Viewing Party puts content in context
of your social circle.
Social Butterfly

33. #3 Social Butterfly

34. Implications of Social Butterfly
 Let people in
 Return to the “live” shared viewing experience
 Social deconstruction and bookmarking
 UGC forces a rethink on “piracy”
 Real-time “buzz” is critical

35. Users curate, co-create, and drive
the TV show.
TVDJ

36. #4 TVDJ

37. Implications of TVDJ:
 Engagement beyond “The 61st Minute”
 User deconstruction and bookmarking
 DVR and time-displacement—our new friend
 Ad-ded value, too
 Content as a platform (think George Lucas
and Gene Roddenberry)

38. News at the nexus of historical context
Info Junkie
+

39. “History is the only true philosophy.”
Osker Spicer
Father, Lifelong News Journalist
39

40. #4 TVDJ

41. Implications of Info Junkie:
 News in greater context to historical nodes
 Live news in context of multiple points of view
 From news to truths—user-controlled deconstruction
and analysis (think Politifact and Politics for Dummies)
 Cross-referencing demands transparency over spin
 Firehose of content unlocks sponsorship opportunities

42. Insights for advertisers from the
“unevenly distributed” future of TV.
 Platforms collide in content and interface
 Into real life
 Better together
 People will be channels
 Will know who we're talking to
 Real-time brands
 Sponsors still vital
 Sponsored value
 :30 is a random number
 30:00 and 60:00 are equally random numbers

43. Concluding notes on TV in
the age of the Internet.
 TV not dead—alive and thriving
 Digital is the best sidekick TV could have
 “The Future” is already underway
 You are now shaping what’s next

44. Thanks.

45. http://www.slideshare.net/group/we-are-fallon
Let's continue the conversation.
#TV2.0 @akispicer
http://www.linkedin.com/in/akispicer
http://www.fallon.com
Find this and other Fallon Brainfood presentations:
@rockynovak
http://www.linkedin.com/in/rockynovak
@jacobabernathy
http://www.linkedin.com/in/jacobabernathy