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Issues/Topics in Focus

TVOT SF 2016: Session in the Ventana Room

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 SF 2017 include:

  • Reports from the field: How recent deployments of virtual MVPD/"skinny-bundle" services, niche, direct-to-consumer OTT SVOD offerings, interactive programming and advertising, live social broadcasting, dynamic and addressable advertising, tcommerce, programmatic TV, social TV, programming-discovery technology, measurement and analytics services, 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, 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, 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 implications for the TV/video industry of an FCC that is hostile to the concept of Net Neutrality.
  • The role that artificial intelligence (AI) will play in the evolution of TV's user experience.
  • The emergence of "virtual MVPD's/MSO's" and unbundled programming services that are seeking to take advantage of TV delivery over-the-top (OTT); and the implications of this phenomenon 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.
  • New developments in native advertising, branded content, influencer marketing and episodic marketing.
  • 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, Periscope, YouNow, Twitch, Beam and other live social-broadcasting services as platforms for programming, marketing and advertising.
  • Live social broadcasting's impact on the body politic and society at large.
  • Understanding the respective roles now being played by Facebook, Twitter, Instagram 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, such as Kik, Reddit and LinkedIn, could have on the television/video space.
  • The implications for YouTube and other competitive platforms of Facebook's and their increasing importance as a video platform. Those other platforms include: Facebook Messenger, Snapchat, Instagram, Twitter, Periscope, WhatsApp, Kik, Yak Yak, Musical.ly, LinkedIn, Pinterest and more.
  • 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 massive original-programming budgets on the production and distribution of content.
  • The significance of recent moves by MVPD's to embrace Netflix and other OTT services.
  • Best practices for developing, producing, distributing, promoting and monetizing interactive TV content.
  • Questions of intellectual property rights, including new issues raised by multiplatform TV distribution, by the revitalization of longtail programming content, and by the emergence of related content as part of the television experience.
  • 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.
  • ATSC 3.0 and other recent and pending developments in interactive and advanced TV standards, and how these standards need to evolve going forward.
  • The resurgence of OTA TV, and the re-emergence of local broadcasters as drivers and beneficiaries of innovation in the advanced-TV space.
  • The significance of HTML5 and the Cloud.
  • 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 emergence of social-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--whether on connected-TV or second-screen platforms, or across both simultaneously--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 reality (VR) as a platform for storytelling and news reporting, as well as for advertising and marketing.
  • The significance of the recent explosion of creativity in the "cinematic VR" space.
  • The implications of the increasing popularity of 360-degree video.
  • 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.
  • 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 question of whether pay-TV can continue to count on sports as a firewall against cord-cutting.
  • 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 TV 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 emergence of sponsored data services and their significance for the OTT /mobile TV space.
  • 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.
  • Wearable technology, virtual reality, augmented reality, interactive dynamic video, near field communication, artificial intelligence, 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.
  • The increasing importance of influencer marketing as a means to reach younger audiences.
  • Understanding the emerging viewing habits and evolving programming preferences of Millennials and Plurals ("Generations Y and Z").
  • How to ensure that programming, advertising and the institutions responsible for them reflect and are responsive to the increasing diversity of today's Millennial and Gen-Z audiences and cultural influencers.
  • How to identify, manage and monetize the new social-video talent that appeals to Millennials and Gen-Z.