Analyzing Trends

1. What is the future of
content in television for
Millennials
VERONICA HENAO
AZIZA AZIM

2. HYPOTHESIS
How, where and when users watch their shows
will impact how one views content. In the end
we believe that the future of TV is heading
towards high quality content that needs to be
viewed by a large audience instantly and on
the go. The Younger Generations i.e
millennials tend to shift easily between media,
platforms and content. Their engagement is
determined not by the media but by the
content they wish to view.

3. FORCES
Technology
Society
Economy

4. FORCES
99% of households possess at least one television
More than
75% of
73% of Economy US
households
internet
have an
users, or HDTV set
311.6MM people,
watch TV online
source: Nielson

5. FORCES
The global television manufacturing industry is highly dynamic in nature.
Technological advancement and replacement plays a vital role in the
industry’s growth.
27% of TV sets
shipped
Social networks,
worldwide in
mobile phones 1Q12 had
and video
games are
Technology internet
alternatives to a connectivity
television set
Consumers who grew up with mobile
84.4 % of 18-29 year olds technology subconsciously move between
versus
devices and platforms 27 times per hour
58.5 % of 50-64 year olds go online
in a typical day source: Nielson
http://www.factbrowser.com/facts/7380/

6. FORCES On average, engagement is higher
among Millennials than all other
80% of incoming college generations for both TV programming
freshmen use two or more and websites
devices while
watching TV
Society
Millennials
consume 25
hours of TV
a week
Millennials consume news in “civic context”, relying on
friends and family for their source information intake
source: Nielson

7. CODES
The innovative multi-screen concept of delivering content to TV, mobile and PC
Ability to customize
chatting on FB chat or tweeting on their laptop or phone
#TRENDING TOPICS
Streaming + Legally + Downloads

8. THE DVR Shifting from the traditional idea of television, gathering in front of a TV at a
specific time, DvR changed the way we view Television, we are now able to
watch any content offered by setting up a receiver to selectively record content
RECORD SELECTIVE SHOWS
FAST FORWARD EASY
NO MORE COMERCIALS CONTROL LIVE TV
STOP+REWIND+FAST FORWARD SAVES US WATCHING TIME
“DVRs get by far the most
“About 11% of people who use. While we're watching “Now, DVR penetration will
express a strong interest in less live TV than a few years approach 50 percent of American
buying a DVR opt for the $10- ago, we now watch a full 19
homes next year, while half of
a-month cable box option, while minutes more per year of
programming, just on our
American homes already have
only 5% like TiVo's model” video on demand”
own schedules now”

9. Allows content to be viewed at its highest quality
HD TV
Considering that the size of TV’s have only been getting bigger, so has its resolution
We now have high expectations of picture quality, since our eye has been
accustomed to high quality resolution video just like in the movie theatres.
HD can be noted as a luxury for those who truly appreciate quality.
clear wide-screen pictures An experience
High quality sound Wider image
Enhanced image sharpness Like being in a movie theater
"high definition" refers to the quality of More than 75% of US More than 75% of
image or sound for a TV or radio. An HD households have an HDTV US households have
signal can contain around five times an HDTV set, and
more picture data than a standard- set, and ~40% of those ~40% of those
definition TV signal does” homes have multiple HD sets homes have multiple

10. Television gives the user an ability to multitask.
Multitasking Multitasking has been widely practiced and adopted by the millennials, they are able
to use several media at the same time, but also in combination with other activities.
For example, one can surf the web(read), talk on the phone and watch tv at the same
time. Hence TV acts as a distraction or an enhancement to our constant media
intake.
Tweeting Facebook
Chatting On the phone
Reading Searching the web
“nearly four in 10 people deliberately tune out TV
commercials by using their phone as a distraction.”
“80% of people multitask on a mobile
“online viewing is up more than 46 percent in just the device while watching TV”
last year, according to the media buying firm Horizon Media.
live ratings for network programs have declined for
14 consecutive quarters, with audiences bolting in record numbers this spring”

11. STREAMING Streaming allows one to view any content available on the web, at the comfort of a
television screen. Examples include YouTube, Hulu, NEtflix, and Itunes. This is when
Television and Internet come to play together.
content variety
Ability to Multitask
Exceeds expectations
Ability to personally choose content
Clear easy to use
“The public’s appetite for streaming media is increasing,
and content providers such as Netflix and Hulu are
seeing this fact reflected in their revenues.”
consumers see streaming media “as a commodity; that’s the
“Pretty much all the major TV networks in the real story,” “They don’t really want to know who makes what, or
US and the UK have streaming services that let why, or even really how it works. They just want to take it home,
you watch their TV shows online, all for free” plug it in, and watch what they want to watch—period.”

12. Subculture
Opportunity viewers
Are consuming content on new media and interacting with TV
through innovative ways
The opportunity viewers prefer to access content rather than
own it.
They watch content through (streaming
shows on computers, tablets, and Smartphone's) on the go.
Able to interact around television, even when they’re watching
shows alone

13. TREND
OPPORTUNITY
Partner up with Streaming websites to show their shows through
different portals
Create specific APP to notify users of upcoming shows and changes
+ were they can interact and comment on shows
Connect all their shows to Social Media Outlets to stimulate Buzz

14. CLIENT PROFILE
Discovery is dedicated to satisfying curiosity through 149 worldwide
television networks, led by Discovery Channel, TLC, Animal Planet,
Science and Investigation Discovery, as well as US joint venture
networks OWN: Oprah Winfrey Network, The Hub and 3net, the
first 24-hour 3D network.
Discovery also is a leading provider of educational products and
services to schools and owns and operates a diversified portfolio of
digital media services

15. TREND ACTIONS
In the next 3-5 years we will not be watching visual content
on screens so much but rather on new innovative and
advanced technologies. As consumers are becoming
accustomed to connecting on the go, they prefer the
comfort of knowing their favorite shows are available to them
at all times
It is no longer the content of media but rather the functionality
of access on a preferred device
The challenge is to create the right content on the right medium.
This is why we believe TV Channels such as Discovery Will be
teaming up with large computer and other electronic
manufacturers to create alliances with these brands and
companies in order to stay on top and relevant to new
technologies and users.