Speakers, brand delegates, and industry figures appeared at
both events, which spearheaded conversations regarding the direction television,
advertising and OTT entertainment is headed.
Young & Rubicam’s global CEO David Sable directly took
on those who suggest TV is on its way out.
“There will still be TV thousands of years from now. It might be broadcast into your brain telekinetically, but it will still be TV,” Sable said at the Video Everywhere Summit.
Sable added that the concept of “free content” will not be the path forward.
“The future of free is dismal and not sustainable. Advertising pays for content. There are three ways to access content: steal it, pay for it or watch ads.” Sable said. “NFL contracts are up in 2022. That is when the next big change will happen. That will be the next huge inflection.”
“There will still be TV thousands of years from now. It might be broadcast into your brain telekinetically, but it will still be TV,” Sable said at the Video Everywhere Summit.
Sable added that the concept of “free content” will not be the path forward.
“The future of free is dismal and not sustainable. Advertising pays for content. There are three ways to access content: steal it, pay for it or watch ads.” Sable said. “NFL contracts are up in 2022. That is when the next big change will happen. That will be the next huge inflection.”
Meanwhile, President and CEO
of the DPAA, Barry Frey,
offered a prediction:
“By the year 2017, more than half of all out-of-home
advertising will be digital advertising,” Frey told
The Drum.
A variety of topics were covered at the OTT TV World Summit, which spanned four days.
A new way to discover content appears "social discovery". From EPG to PPG (Personal) said @christopherufin #OTTTV15 pic.twitter.com/uJjQsRka6G
— Viaccess-Orca (@ViaccessOrca) November 12, 2015
Dom Robinson, co-founder and director at id3as, claims
the “the march of 4K is inexorable.”
Simon Trudelle, Nagra’s product marketing specialist, agreed, stating “4K is a new opportunity for pay TV to compete. There is value there that can be leveraged.”
Simon Trudelle, Nagra’s product marketing specialist, agreed, stating “4K is a new opportunity for pay TV to compete. There is value there that can be leveraged.”
Gene Hoffman, the CEO of Vindicia, provided recommendations for OTT services.
"One of big mistakes subscription services make is - out of fear - making it difficult to cancel. Let them opt out. Ask why!" #OTTTV15
— TV Technology Europe (@TVTechEurope) November 10, 2015
Seriously, memorize this. #OTTTV15 pic.twitter.com/GvOEGJV2ON
— J. Graeme Noseworthy (@graemeknows) November 10, 2015
As TV continues to evolve and new technologies emerge, it is
these sorts of conversations that are integral.
Author: Brian Cameron
Follow @FYITV
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