Televizyonun Geleceği

SAMSUNG-02Bu haberden neler öğreniyoruz:

1. TV bitmiyor

2. TV izleme oranları yükseliyor.

3. TV’yi TV’den izleyenlerin oranı gün geçtikçe artıyor.

The future of television

Media and entertainment (M&E) companies need to do more than react to today’s challenges — they need to start driving operational change that will prepare them for the future of television.

Several emerging trends will impact established business models for ad-supported, subscription and pay-per-use content monetization. Here are the six trends that we see as having the biggest impact on the future of television.

Storytelling will evolve to make better use of an omniplatform environment.Metadata that enables synchronization between screens is a key enabler to this experience. Initiatives such as the Coalition for Innovative Media Measurement’s (CIMM) Trackable Asset ID (TAXI) will help.

However, this has implications for almost every system in a media company’s supply chain, from content creation and preparation through sales, traffic and distribution. Omniplatform programming will strain digital supply chains even further.
Ubiquitous screens will demand greater content mobility.Content providers will want to measure engagement and captivation across not just multiple platforms, but also multiple screens to determine how to optimize the experience and ad placements.

More screens mean more potential opportunities for ad impressions, provided the experience is carefully calibrated and tuned for a multiscreen lifestyle.
Social dynamics and synergistic experiences will drive more event-based viewing.Although consumers will continue to demand time- and place-shifted viewing, M&E companies may want to consider creating event windows to drive relationships with content franchises, and deliver value to advertisers that is “DVR-proof.”

While the viewing landscape grows increasingly fractured, consumers still want to be part of the collective social experience of events such as the World Cup or the Academy Awards. If content creators can build a strong social experience around a program (e.g., gaming and other social second screen experiences) viewers will not want to be left out and be driven back to the screen.
Innovation in program discovery and television controls will drive new techniques to cut through the clutter.Content providers will have to engage in “content discovery optimization,” similar to today’s search engine optimization practices where content is continuously tuned so that it can be discovered by the broadest possible audience at the right time.

This will need to go far beyond the descriptive show metadata and into parameters, such as sentiment of show, optimum watching circumstances (screen size, etc.) and shared creative heritage.
Bingeing will drive more innovation in measurement and personalization.M&E companies will need to measure “bingeing” (where a viewer consumes several hours of the same back-to-back content in a single sitting) more granularly than broadcast television is measured today. Using data analytics, companies can then package the right experiences for advertisers and monetize them directly by building a model that caters to different types of binge viewers. The challenge to be solved is obtaining this data from distribution partners.
New entrants demanding unique content will drive innovation beyond the traditional studio system.New relationship models will enable a larger number of players within the M&E industry to take more creative risks. The corresponding impact on systems to track and calculate rights, profits and participations, and revenue realization will have to account for an even more complex fabric of participants and interested parties.
Develop relationships with viewers

At a foundational level, the six key trends we have described will require M&E companies and content providers to develop much richer relationships with viewers.

To cultivate these relationships, affected M&E industry players will need to invest in the technologies that will enable them to analyze audience data, deliver deeper engagement with advertising and prove incremental value to brands.

Most importantly, they will need to offer a deeper engagement with the content experience itself in such a way that viewers will choose to pay (either directly, or through their active attention to ads) for content streaming services or ownership. They will also need to plan and execute strategies that adapt their supply chains, customer experiences, and analytics platforms to address these trends.

Ultimately, we see the future of television as a carefully crafted omniscreen experience that combines great content with equally compelling social and gamification techniques tailored to an individual viewer’s stated and implicit preferences.

This, we believe, is the key to winning the future of television in a world where consumers are in control.


Atif Unaldi

Setting up the BBS system enabling the communication of two persons over telephone lines when he was a student at the Physics Department at the Bosphorus University, Atıf Unaldı established the first Internet connection in Turkey. He achieved a “first of its kind” type project again in Turkey by making an Internet and information program at Radio D (Radio Club) named “Farenin Kuyrugu” (The Tail of the Mouse) between 1992-1994. In 1994, he prepared, presented and produced a nightly live show,”RadyoNet”, appearing five weekdays on Kanal D. This was the first program consisted of live computer pictures from beginning to end. Atıf Unaldı was the General Director of the first Internet server in Turkey, Anadolu.Net, between 1994-1996. Being the supervisor of the World Air Games I in 1996 and 1997, he registered the sportsmen into the games over the Internet and Intranet. In 1998, he also became the Internet supervisor of the Sabah Group, and worked as a consultant in the project to sell Sabah Kitapları (Sabah Books) over the Internet. In the same year, he continued to write at his column (Yeni Ufuklar-New Horizons) in the .Net magazine, which was a publication of the Milliyet Group. In 1999, he was appointed as the webmaster in Ihlas.Net, and he also designed and administered it. In the very same year, he wrote at a column in an IT magazine, Pcweek of the Sabah Group. In the meantime, founding a web-design company, Artmedya, Unaldı prepared an Internet magazine talk show program for BRT, GeceNet, which he presented with Romina Ozipekci. Later, continuing to write in his column in the magazine, Canteen of the Aksam Group, Atıf Unaldı gave web-design lectures in the Ceramic Department of the IU. Leaving his position in Canteen upon the establishment of the Interporbil Group, Unaldı has been a columnist in the economy magazine, EkoTimes. At the moment, Atıf Unaldı is the columnist in the Computerlife magazine. He has been also a columnist in Finansal Forum newspaper every Wednesday. Being the brand consultant of, Unaldi produced and presented a programme, TRON, in Technology Channel. As of December 2004, becoming the IT Director of Star Media Group, Unaldi carried out the editorship of STARTEK supplement of Star newspaper. Currently being the Internet Director of Kanal D and Star Tv, Unaldi also produces the Technorock programme in Rock Fm. Being one of the founders of the group called Sitebuilders supported by Microsoft, Unaldı has been organising conferences, seminars and panels concerning “Web-design”, “mobile Internet”, “e-trade” and “advertisement in the Internet” with the group. The group has been successfully providing the persons and organisations with its free educational studies. Published Books 2006 Netizen ( Internet Dictionary ) The contests he participated as a juryman: 2002 - Altın Örümcek Web Contest 2003 - Altın Örümcek Web Contest 2004 - Grafi2000 Flash Animation Contest 2004 - Altın Örümcek Web Contest 2005 - Altın Örümcek Web Contest 2006 - Web Marketing Assotion - Web Awards His published articles: The Structuring of the Internet in the Information Society of Turkey, Yeni Turkiye Dergisi (The New Turkey Magazine), March 1998 Web-design criteria, Yıldız Technical University Publication, 1994 Conferences, Seminars and Professional Activites: 1999 - Informing the sitebuilders and e-trade and web-design seminars in Microsoft headquarters (Istanbul) 1999 - Web-design, e-trade, Media Technologies seminars within Microsoft (Ankara, Istanbul, Izmir, Konya, Antalya) 2000 - e-trade seminars within Kosgeb (Ankara) 2000 - e-trade seminars in the Fatih University (Ankara) 2000 - The Bilgi University Internet seminars (Speakers: Microsoft Turkey General Director Sureyya Ciliv, Atıf Unaldı) 2000 - Within the framework of the IT 2000 activities, e-trade and web design seminars (Istanbul) 2003 - PRCI Turkiye (Istanbul) 2003 - Wireless Forum ( İstanbul) 2003 - ODTU ( Ankara ) 2003 - ( İstanbul ) 2004 - PRCI ( İstanbul) The softwares he translated: 1996 - Windows Commander 2000 - Babylon Internet Dictionary 2002 - Sitepublisher Softwares: 1992 - The installation of two radio automation systems (Radyo Kulup and Radyo C) (1995) 1994 - The software of two computer programs (Crossword and Puzzle) which were played with the participation of the television audience at Kanal 6 television. 1996 - The Turkish version of a program called Windows Commander 1998 - A computer software enabling the automation of the TV advertisement department The organisations he is the member of: WSP (Web Standards Project) A global organisation Sitebuilders Microsoft ASP Guilt A world organisation Isoc (Internet Society) A world organisation Mobile Advertising Platform CehTURK