Will ‘Fluid Viewing’ Create The Winning Customer Experience For TV?
In this opinion piece, Paul Whybrow, Capgemini’s media and entertainment industry lead Capgemini, says TV’s no longer about advertisers jumping on-board high-rating shows. No, the viewer now wants a whole lot more…
Two key UK broadcasters recently changed the TV experience game: ITV (the biggest commercial broadcaster) launched the ITV Hub; and SKY announced Q, their response to Netflix and others by offering an online seamless screen-to-screen service via set top box. In my own recent travels, I have seen a few clear examples of how other industries are adapting smartly to their own digital disruption, which may point to why products are shifting to so called fluid viewing.
In Mumbai, like in many cities, there is a great Uber / taxi debate. Here, female safety is a massive concern. The response is to launch an app, which allows friends to track you and a single button emergency access to police. A smart, simple solution for a customer experience issue, but one never before offered by the incumbent taxi players.
On Australian domestic flights there is the Qantas in-flight app and the Virgin in-flight app, both offering entertainment on your own device. With in-flight Wi-Fi starting to take off with some airlines, a good flight experience will soon have nothing to do with the journey time or snack, just simply did we have a great entertainment experience gate to gate and how we measure their capabilities as a high flying ISP.
At a recent education forum, UTS (University of Technology Sydney) showed how they provide suits on campus for students to borrow to create instant professional LinkedIn profiles. At the same forum, academics posed the question whether students should be able to binge learn like they binge watch with Netflix.
As shown by these examples many industries are dramatically recreating the customer experience wrapper that is surrounding their core service.
In the world of media and entertainment, we are not immune. The discussion of customer journeys, segmentation and experience was something product and marketing managers did in food production companies, supermarket chains or banks: it was certainly nothing to do with TV. It was simple; you had the best shows, you promoted them well, and advertisers bought them and viewers watched them. No need for fancy customer journey-mapping.
With the recent flurry of video streaming services from Seven, Nine and Telstra TV along with Optus winning the EPL sports rights, I thought a bit of crystal ball gazing could highlight the future potential of the industry as we seek to adapt to our own digital disruption.
In a world of customer-centric services, what might the minimum customer expectations for TV providers be in the near future?
- TV Whatever – my simple customer expectation will be that if it has been produced and released to the public, then I will expect to have access to it. As long as I can get that show and watch it how I want to, then I am also likely to pay a price to see it, making piracy a thing of the past. I will also expect to be able to access any video clip, movie or TV show that has ever been produced. I will expect to instantly find a piece of content and view it, either for free, via subscription or for some value based payment, just like I can with anything else that exists in digital format.
- TV Whenever – viewers understand that TV shows and movies have a production cycle and are then released at a certain time and date; which is true whether it is live sport or news, the latest blockbuster movie or a fresh episode of a series. Until now, the TV business has been able to control this very carefully. Soon they won’t be able to. Once a show is released or a sporting event starts, viewers will expect to access it instantly, and instantly will mean instantly. Once a show is released on a schedule then we will expect to watch it straight away. The days of making content available via on demand an hour – or more – after the show has finished, will not be enough to meet customer expectations.
- TV Wherever – viewers will expect to watch their shows anywhere in the world. If I want to watch my local news show or enjoy my favourite sports live, I will expect to be able to do that anywhere in the world. Why should my current location impact access at all. If I pay, I expect global access and with today’s advertising model I expect ads appropriate to me, wherever I am.
- TV on any screen – Currently we still think of devices as designed to offer different experiences in viewing content. In the future we may just see a screen in terms of size and sound experience. I can expect to start watching a movie on my screen in the lounge room, continue on the train on my tablet and then finish watching on my friend’s screen at their house. A seamless experience will become the expectation, with the ability to dip in and out of my content whether I am at home, travelling at 30,000 feet or watching on the screen in my hotel room; surely that is my choice.
- TV for me – to create my personalised viewing experience will involve providers understanding me a great deal. Can I access what my friends recommend; can I watch in a curated linear channel fashion, binge watch a series or search out shows by a favourite actor? This personalisation will require strong data and analytics about my habits, my desires and me. If I want to avoid the score on a football final my service may be smart enough to prevent me watching the result in the sports news before I watch the whole game. With advertising, if I can see the messages that are relevant to me personally, then I will happily swap my time for access to the free content I want to enjoy.
- Best pricing for me – the internet has given us access to comparative pricing tools that were impossible to imagine even a decade ago. Why would TV be any different? As a viewer I will be looking for the best pricing for my viewing habits . Subscription, sponsored, bundling and free will all have their place in the market. Online tools will instantly let me know whether a show I want is available via one of my subscriptions, and if not, the best pricing options to buy or rent.
Delivering these consumer-centric experiences is no easy task and requires that significant hurdles be overcome in technology, licensing, commercials, and customer and advertiser centricity.
It will be an exciting time for those who take up the challenge to adapt rapidly but could be the start of the end for those that hesitate too long.
The creativity and pride in the TV industry means that if taxis, education and airlines can all meet the customer experience challenge, then TV certainly can create a fluid TV experience that we will all love!
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.