By Bill Gerhardt, Director, IBSG Service Provider
The future of TV is already upon us. Driven by technology advances, business model challenges, and consumer behavior, over the next five to ten years, TV as we know it will be a thing of the past.
However, many of the changes identified by Cisco IBSG in our work on the “Future of TV” will occur much more quickly. One such dimension is Social TV. Looking back 20 to 30 years, we see that TV began as a social tool. It’s what we gathered around on Sunday night to watch family programming. It’s what we talked about at work on Mondays. It’s what advertisers utilized to make an impression on viewers.
Today, we have lost some of those social aspects of TV viewing. Instead, we often watch TV alone, in rooms that are not optimized for gathering, our friends and family dispersed in far flung places. As such, advertisers are losing their ability to extend their message through the power of conversation and discussion, challenging their effectiveness. Cisco’s IBSG’s 2011 study The Future of Television: Sweeping Change at Breakneck Speed predicted that Social TV would become increasingly embedded in TV experiences. Two of the study’s 10 predictions involved Social TV: #5 Don’t Just Watch, Get Involved and #9 Watch Together Virtually. Social TV attempts to take us “back to the future” of TV, rekindling those social experiences of yesteryear in a way that is more powerful and aligned with today’s realities.
To bring some clarity to the Social TV opportunity, Cisco IBSG has developed a comprehensive taxonomy of Social TV use cases that Read More »