How television will Re-invent itself through Data-driven Personalization.

1. @ReTV_EU Facebook: ReTVeuwww.ReTV-Project.eu Instagram: retv_project
From TV to ReTV
How television will Re-invent itself
through Data-driven Personalization
Lyndon Nixon, MODUL Technology
DataTV Workshop Keynote, 5/6/2019

2. Viewing of linear broadcast TV is
decreasing while time spent with digital
content on Catchup TV, on-demand OTT
or social media rises.
Broadcaster audiences are fragmented
across digital channels and digital channels
are full of competing content offers for
their limited attention.
The TV industry is still catching up with
their online competition in the use of Web
technology: interaction, tracking,
personalisation and targeting.

3. TV viewing is no longer tied to schedules
https://blog.globalwebindex.com/chart-of-the-week/broadcast-tv-2019/
Global Web Index, „The State of Broadcast TV in 2019“,
Feb 2019.
Ericsson, TV and Media 2017“.
https://www.ericsson.com/en/trends-and-insights/consumerlab/consumer-
insights/reports/tv-and-media-2017

4. TV viewing is not tied to the television
Zenith Media, „Media
Consumption Forecasts
2018“, May 2018.
https://www.zenithmedia.com/mobile-internet-to-reach-28-of-
media-use-in-2020/

5. TV viewing is no longer just
viewing TV
Is watching Netflix „TV viewing“?
Is watching YouTube „TV viewing“?
Is watching IGTV or Facebook Watch „TV viewing“?
Is watching an Instagram story or a Twitter video
embedded in your feed „TV viewing“?
Price Waterhouse Coopers, „A new video world order“, October 2018.

6. TV viewing is no longer just viewing TV
Is TV only TV when produced/delivered by a TV broadcasting organisation?
What about professional video creators using Web/social media to reach audiences directly?
What about the (less skilled, less funded) independents – vloggers – who also produce (popular) content?
https://tubularinsights.com/top-facebook-publishers-march-2019/

7. Where is the (traditional) TV industry?
Is there a danger that „old“ TV will get left behind?
https://www.adweek.com/digital/kurt-abrahamson-sharethis-guest-post-
social-media-is-the-new-television/ May 2017
https://www.socialmediatoday.com/news/youtube-continues-to-explore-
new-ways-to-take-on-tv/552483/ April 2019
https://www.emarketer.com/content/social-media-shows-are-
everywhere-but-is-anyone-watching Aug 2018
https://www.thinkwithgoogle.com/data/millennial-tv-consumption-
statistics/ April 2016

8. What are the barriers for the TV industry?
Data silos
Divided channel strategies
Content restrictions & rights issues
Tied to long form content
.....
http://www.paulgraham.com/convergence.html March 2009!

9. What do we learn from the Web industry?
The value of data (privacy respecting, of course)
The importance of knowing your customer (and tracking them)
Conversion is driven by personalisation and recommendation
Learn by doing – analytics provide the feedback to iterate and improve
Content is still king – optimise on each and every channel
https://www.vox.com/2018/3/26/17163852/online-internet-advertisers-
outspend-tv-ads-advertisers-social-video-mobile-40-billion-2018

10. A vision: from TV to ReTV
Aggregate your data across content and channels
Know your customer (and respect their privacy)
TV‘s success will be driven by personalisation and recommendation
Learn by doing – analytics provide the feedback to iterate and improve
Content is still king but is not static – optimise on each and every channel
https://www.pwc.com/us/en/services/consulting/
library/consumer-intelligence-series/video-
consumer-motivations.html
https://www.forbes.com/sites/blakemorgan/2019/02/19/what-is-the-netflix-
effect/ Feb 2019

11. @ReTV_EU Facebook: ReTVeuwww.ReTV-Project.eu Instagram: retv_project
TV isn‘t dead, it‘s reborn.
https://www.thinkwithgoogle.com/data/millennial-tv-
consumption-statistics/ Jan 2018