What's wrong with TV today? Here are 4 things that are challenging television today, from a consumer and advertiser perspective.

1. Social Television
What’s Wrong With TV?
- Brett Barash
Planning Director
VML New York
10.23.12

2. Social Television
Why TV is Broken

3. #1 The DVR
Only 52% of total TV viewing is live
- Awards Shows
- Sporting Events
- News
Why TV Is Broken

4. #1 The DVR
Only 52% of total TV viewing is live
92% of DVR viewers skip commercials
49% of TV spend is wasted...
Why TV Is Broken

5. #1 The DVR
Only 52% of total TV viewing is live
92% of DVR viewers skip commercials
49% of TV spend is wasted...
Over $25 Billion
Why TV Is Broken

6. #2 Inflated Cable Costs
$150 $140
$120
$90
$60
$40
$30
$0
2010 2012
Why TV Is Broken

7. #3 UX
What channel is the game on?
It takes 15 minutes to
find out what channel
the game is on...but
only a few seconds to
find a random fact
online.
Why TV Is Broken

8. #3 UX
The Remote
Today’s cable remote
control is an
extremely complicated
device.
Why TV Is Broken

9. #3 UX
The Dumb Box
The only thing the cable box can
tell us today is the time and what
channel we’re on.
Why TV Is Broken

10. #4 Lack of Mobility
Mobility isn’t easy
With products like HBO Go, you
must have an account to login and
watch.
Why TV Is Broken

11. #4 Lack of Mobility
Mobility isn’t easy
It’s difficult to gather around a
mobile device or a 15” computer
to watch something in a group
setting.
Why TV Is Broken

12. So What’s The Answer?

13. What’s the Answer?
Cut the cord?
Only 9% of consumers have “cut the cord”
Consumers are still paying for cable.

14. What’s the Answer?
Use digital for more relevant messaging.

15. What’s the Answer?
Don’t show a 34 year old a Flomax
commercial while watching the Masters.

16. What’s the Answer?
Don’t show a 34 year old a Flomax
commercial while watching the Masters.

17. What’s the Answer?
Behavioral Targeting:
What if Ford could show commercials to someone who is actually looking to buy
a car?
Sharable Content:
What if one consumer could show a friend a product they’d just seen to get their
input?
Better Measurement:
What if brands could know exactly how many people see an ad and take an
action?
- Note: GRPs are an outdated measurement based on an average number of
people that write what they are watching on a notepad.
Product Innovation:
What if my mobile device could be my remote? What if my cable box could tell
me what they think I should watch? What if I could pause my tv and play back on
my commute?