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Issues/Topics in Focus

Tracy Swedlow interviews Arthur Orduna, Chief Innovation Officer of Avis Budget Group, at TVOT SF 2018

The ITVT editorial team develops the agenda for our TV of Tomorrow Show events through an extensive dialoguing process with the readership of the ITVT newsletter (which includes many key industry players), in order to ensure that each show covers all the issues that are currently of most pressing importance to the industry. As a result, we typically announce the agenda just a few weeks before each show. However, some of the issues that we expect to explore at TVOT NYC 2018 include:

  • Reports from the field: How recent deployments of virtual MVPD/"skinny-bundle" services, niche, direct-to-consumer OTT SVOD offerings, ATSC 3.0, interactive programming and advertising, live streaming, artificial intelligence/machine learning, Blockchain, dynamic and addressable advertising, tcommerce, programmatic TV, social TV, programming-discovery technology, measurement and analytics techniques, social-video storytelling and marketing, virtual/augmented reality experiences, TV Everywhere, and other advanced-TV/video innovations are faring in the real world; and what the success or otherwise of these deployments tells us about the business models for the TV of tomorrow. Which advanced-TV platforms, technologies, services and content offerings are attracting audiences and generating revenues today and how?   
  • The ongoing challenges involved in accurately measuring and understanding TV viewership on non-traditional platforms; and how advertising and audience measurement are being reinvented in order to take into account the growth of cross-platform viewing, time- and place-shifting, second-screening, and other ongoing changes in viewer behavior.
  • The increasingly important role "Big Data" is playing in the television and advertising industries: the new forms of data that are being generated by interactive, connected and social TV/video, and how brands and agencies can take advantage of these data to make their campaigns more targeted, more accountable and thus more effective.
  • The emerging relationship between big data and creative--both in the programming and advertising spaces.
  • The new ATSC 3.0 standard, and its potential to enable local broadcasters to generate new forms of data, offer new kinds of video services, and adopt new business models: will ATSC 3.0 put local broadcasters at the forefront of TV/video/advertising innovation?
  • New advanced-advertising and streaming initiatives from local broadcasters.
  • The implications for the TV/video industry of the demise of Net Neutrality.
  • The role that artificial intelligence (AI) and machine learning will play in the evolution of TV/video advertising, content discovery, and the viewing experience in general.
  • The emergence of "virtual MVPD's" and unbundled programming services that are seeking to take advantage of TV delivery over-the-top (OTT); how effective these services' business models are proving to date; and their implications for content providers, operators, marketers, advertisers, and other players.
  • The implications of the increasing importance of subscription as a monetization model for OTT TV.
  • The role that in-car entertainment will play in the future of TV and video, as autonomous-vehicle technology becomes more widespread.
  • The significance for the TV industry of voice-assistant technology.
  • New developments in native advertising, branded content, influencer marketing and episodic marketing.
  • The new programming formats and genres that are emerging natively on social-video platforms.
  • The potential of tcommerce--whether on pay-TV systems, smart TV's, second-screen devices or social-media platforms--to revolutionize the economics of television and advertising.
  • The impact of "TV Everywhere" on viewing habits, audience measurement, advertising strategies, network and pay-TV business models and more; and how best to improve content discoverability and personalization, subscriber-authentication, and other elements of the TVE user experience in order to foster the medium's continued growth.
  • The emergence of Facebook Live, YouTube Live, Twitch and other live social-broadcasting services as platforms for programming, marketing and advertising.
  • Social video's impact on news reporting, the body politic, and society at large.
  • Understanding the respective roles now being played by Facebook, Twitter, Instagram, Twitch and Snapchat in the television and advertising spaces--what are those companies' TV/video goals, how likely are they to achieve them, and what do other stakeholders need to do in order to survive and thrive alongside such powerful companies?
  • Understanding the possible impact that other social-media platforms could have on the television/video space.
  • The implications of 5G mobile technology for the future of TV and video.
  • The implications for YouTube and other players of Facebook's moves to become a video platform.
  • The implications for video publishers of Facebook's announcement earlier this year of a change in the algorithm of its news feed to highlight content from "friends, family and groups."
  • The impact of YouTube's new monetization guidelines on the platform's creator community.
  • Understanding the role that TV and video will play in the Internet of Things (IoT).
  • The implications of the incorporation of ACR and other "intelligent" technologies into smart TV's--and the increasing role of intelligence in the TV ecosystem in general: What kinds of opportunities does truly smart television make possible?
  • The impact of Netflix's and Amazon's--and now Apple's--massive original-programming budgets on the production, distribution and consumption of content.
  • The significance of recent moves by MVPD's to embrace Netflix and other OTT services.
  • The changing nature of TV sports, including the implications of sports-free "skinny bundles" and of subscription-based sports programming services targeted at cord-cutters.
  • The implications for the television industry of the US Supreme Court's recent decision invalidating the Professional and Amateur Sports Protection Act (PASPA) and thus opening up new opportunities for sports betting.
  • The validity and implications of the argument--originally espoused by FX CEO, John Landgraf--that we are seeing "peak TV in America" and that there is now "simply too much television."
  • The extent to which there is still room for growth in the OTT TV space.
  • How questions of content discovery, navigation and personalization have become central to television's future.
  • The growing importance of metadata and related content to the TV experience.
  • The emergence of connected-TV advertising and commerce.
  • The threat posed to video advertising by adblockers--and the new technologies and strategies that are emerging to counter that threat.
  • The emergence of the app as the gateway to the television experience: is our conception of the app still beholden to the PC/desktop model, and, if so, what would be a truly television-centered conception of the app?
  • The emergence of virtual and augmented reality (VR/AR) as platforms for storytelling and news reporting, as well as for advertising and marketing.
  • How pay-TV operators are revamping their platforms and services in order to counter the threat posed by cord-cutting.
  • The future of TV design: How to ensure that usability and high-quality design become a core element of the advanced-TV user experience, and not just an afterthought; strategies for designing consistent, cross-screen and cross-platform interactive video experiences; the impact of social media on TV/video design; making the business case for good design; the complex and evolving relationship between design, data and content discovery/navigation; and the impact of new technologies such as 4K UHD on TV user interface design.
  • The emergence of natural user interfaces, including gesture- and voice-controlled interfaces, interfaces powered by facial recognition, and more.
  • Understanding international advanced-TV markets: opportunities and risks in Europe, Asia, Latin America and beyond.
  • Understanding emerging vMVPD marketing and pricing strategies.
  • The potential impact of GDPR, AB 375 and other data-privacy initiatives on the television/advertising/data/audience-measurement industries.
  • The on-air incorporation of social media into sportscasts, news shows and other forms of live programming, and the impact of this phenomenon on the content and monetization of television.
  • The current state of investment in the interactive/advanced TV space. How are new investment trends, such as crowdfunding and accelerators, impacting the industry?
  • The latest tools for creating, delivering and testing interactive and multiplatform television.
  • The real world as platform: The emergence of immersive interactive experiences that subvert traditional notions of the screen.
  • The impact of video streaming on the Internet infrastructure; the significance of such issues as bandwidth caps and interconnection deals for the broadband video industry; and emerging standards and technologies for enabling high-quality streaming in low-bandwidth environments.   
  • The diversification of the cable business: How will the emergence of new cable offerings such as smart home services (e.g., broadband-based monitoring and security and automation) impact the cable industry going forward?
  • The increasingly importance of fan communities in the development, promotion and monetization of programming.
  • ATSC 3.0, Blockchain, 5G, AR/VR, interactive dynamic video, near field communication, artificial intelligence, machine learning, and more: Identifying the emerging technologies and media that could impact the television/video space going forward.
  • The significance of the VOD "Binge-Viewing" phenomenon--its potential impact on advertising strategies, programming promotion and even programming formats themselves.
  • Mega-mergers, new automated/programmatic media-buying platforms and more: recent developments in the advertising industry and their impact on the television space.
  • The significance for television of the eSports phenomenon, and the emergence of eSports as a medium for advertising.
  • How to reconceptualize advertising campaigns so that they engage viewers whose attention is dispersed across multiple screens.
  • How to ensure that programming, advertising and the institutions responsible for them reflect and are responsive to the emerging viewing habits and increasing diversity of today's Millennial and Gen-Z audiences and cultural influencers.
  • How to identify, manage and monetize new social-video talent
  • The implications for the industry at large of recent and pending mega-mergers, such as those between Disney and Fox, and between AT&T and Time Warner.
  • Recent and pending developments in interactive and advanced TV standards, and how these standards need to evolve going forward.
  • The ways in which the ongoing evolution of the TV/video industry is impacting the role of the showrunner.