The new gatekeepers in the living room: democratisation of the entertainment industry

Media
Wednesday, May 7, 2014 - 18:45 to 19:45
stage 1
Beginner
English
Talk

Short thesis: 

How will the current TV value chain, underpinned by brand spot advertising based on archaic, legacy audience measurement systems stay relevant with new gatekeepers, smarter devices and software, and new consumer behaviour such as media stacking?

Description: 

In-depth, international look at European, US and global solutions and perspectives - such as the small screens (Smartphones, Tablets, Laptops) are taking more eyeballs from the big screen during 30 second spots. How will the current TV value chain, underpinned by brand spot advertising based on archaic, legacy audience measurement systems stay relevant with new gatekeepers, smarter devices and software, and new consumer behaviour such as media stacking?  Audience fragmentation is ramping up as we move to world of content pull from push and VoD becomes the norm rather than the exception and brands via agencies are finding it harder to find mas reach which is seriously disrupting the traditional value chain in the half a trillion a year global industry we call TV.

Kastelein brings statistics, market developments and case studies from the new connected TV world to augment his prediction that TV is about to radically change in the next few years - as both the print and music industries have radically morphed in the recent past.

Video recording: 

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