2. TOMMI RISSANEN
Digital and Social Media Consultant at Digital Media
Finland since 2010
10 years creating digital content related projects in
private & public sector and in Universities in
Lappeenranta, Tampere and Helsinki
Social media, emerging technologies and digital
ecosystems explorer
3. AGENDA
media & communications
disruption
statistics
what is television in 2013?
the future
5. COMMUNICATIONS IN TRADITIONAL
BUSINESS ENVIRONMENT
Customer
Customer
Customer
Company has a message
Message is made perfect by
professionals
Customer Company Customer Message is transmitted to the
customers efficiently and
comprehensively
Customer Customer There are official processes for
Customer
handling reclamations
6. COMMUNICATIONS IN MODERN BUSINESS
ENVIRONMENT
Customer
Customer Customer
Company communicates openly
with its customers
Company provides its customers an
open communication platform
Customer Company Customer
Company follows the discussions
regarding it and its products in other
platforms and takes part in them Customer
Customer
Customer
7.
8. 20TH CENTURY MEDIA ENVIRONMENT
Printing press in 1450‘s
- from hand copies to printing
Phone in 1870’s
- from sending letters to real-time communication
Camera, film and recording 1820’s-1890’s
- recording something other than text
Radio and television in 1880’s
- sending picture and voice through air
10. DISRUPTIONS EVERYWHERE
Book publishing
Radio Television
Newspapers
Movies
Music
Photos Magazines
Telephone
11. CASE MUSIC: 4 PHASES
converting the old thing to digital creating new value
Source: Digital Media Finland / Timo
Argillander
12. SOCIAL MEDIA = COLLABOTRATION
PLATFORM
The next “revolution” in productivity improvement
is collaboration
Within companies
With customers
Between rivals
Throughout the value network
Social media is one tool among others in this
process
It has the economy of scale advantage
21. PAY-TV IS GROWING FAST
Source: Maksu tv:n muuttuva arvoverkko, LVM
- http://www.lvm.fi/web/fi/julkaisu/-/view/1278997
22. RANDOM STATISTICS
47% of people use the internet at the same time as they watch
tv at least once per day
67% of google searches is influenced by traditional advertising
57% of people has made a google search after seeing a tv-ad
Propability of sales increases 50% when tv and internet marketing
are used together
24. SCHEDULED PROGRAMMING
TV channels rely heavily on scheduled programming
they know the demographics well, Nielsen (or Finnpanel)
measure audiences precisely
it is (still) the only way to reach focused large audiences
all other activities of channels are subject to the
scheduled programming
26. MONEY-MACHINE OF THE
BROADCASTER
Web service
VOD TV
1. information regarding the content
and programming
Broadcast TV
1. programs watchable as a catch-
2. merchandising
up service Maksu-
Kanava Channel
Channel Kanava Pay
kanava
3. feedback and interaction with
Channel
2. more content for premium
viewrs
packaged programs
19.00
4. links to social media
3. unique content
21.00
27. MONEY-MACHINE OF THE
BROADCASTER
Broadcast TV
Maksu-
Kanava
Channel Kanava
Channel Pay
kanava
Channel
VOD TV Web service
1. information regarding the content
1. programs watchable as a catch- and programming
up service
2. merchandising
2. more content for premium
packaged programs 3. feedback and interaction with
viewrs
3. unique content
4. links to social media
29. WHAT REALLY IS THE
STATUS QUO?
Live sports and breaking news are the only tv-content that is
watched at the time it is broadcasted
Commercials are skipped from recorded shows
Consumption of tv-content grows but mainly from on-
demand side
Consumption is moving away from televisions towards
computers, tablets and phones - whichever suits best in the
situation
Lähde: http://www.businessinsider.com/tv-business-collapse-2012-6
30. ZERO-TV HOMES
Nielsen’s new category of 5 million
Americans that prefer other devices for
watching tv than the tv-set
75% have at least one television set
67% get their content on other devices
48% use subscription services (like netflix)
Cost (36%) and lack of interest (31%) are
the main reasons
Source: Nielsen
34. ADVERTISERS SIT ON THE
MONEY
Need to connect with the
consumers but there are no
more simple solutions
As transparency grows,
advertisers have to be more
and more careful
Combining traditional media
with new interactive channels
is not an option but a must
35. IT IS GOOD TO BE A
CONSUMER
More content than ever
Consumption anywhere and
anytime is FINALLY here
Better advertising that can be
easily avoided
Disruptions everywhere
36. THE ROLE OF TELEVISION?
One way to distribute
television and film content
Has to be able to provide
other services than just the
broadcast stream
What are Apple, Google and
Samsung going to do?
37. PROGRAMMING
RISING VALUE DECREASING VALUE
original premium content program libraries
live sport rights secondary content
reality tv traditional news
breaking news small audience programs
39. CONSUMERS DRIVE THE
CHANGE
New content needs to get fast and easy to all
devices
Weekly episodes of 51 minutes will be history
Video advertising will evolve fast
Traditional ad spending in television will
decrease rapidly as soon as it is realized that it
does not work anymore
Tv-advertising will increase on live sports and
other programming that still interests wide
audiences
40. HOW TO ADAPT IF YOU OWN
A BROADCASTING COMPANY?
Accept the facts and invest in
new media channels
Commit to the change even if
the revenues decrease and
investment ROI is negative
Find ways to do business
model innovation
41. “ A perfection of means and confusion of
aims, seems to be our main problem “
(Albert Einstein)
42. TOMMI RISSANEN
+358401645364
TOMMI@RISSANEN.FI
@rissanen
