Turning On The TV App Economy
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With
tens of thousands of apps ready to be unleashed via Android/GoogleTV,
iTunes/AppleTV and now Samsung's TV app store, the fight is surely on.
One thing's for sure, the winners in the TV app economy are going to be those who can hit critical mass first. Samsung's effort to tap the creative talents of technology and entertainment companies underscores how the app store craze, sparked by Apple in the mobile-phone market, is shifting into a new phase in the living room.
Google TV is angling to become an even bigger player, based on its Android software for smart phones that will let viewers search for Web video and run Internet apps inside TV shows. Sony is Google's chief screen partner to incorporate the technology.
For now, until we hear more from its widely publicized media event, Apple TV is favored to revamp its set-top device with TV apps.
Branded TV Apps will increasingly become the calling card for all businesses in the Internet-enabled television era.
As TV viewer attention migrates from scheduled programming to on-demand TV apps, broadcast ratings and advertising rates will fundamentally alter. The traditional television advertiser supported business model of sponsored commercial breaks (spot TVCs) is likely to disappear over time, due to a lack of inventory applied against fixed carriage programming.
Branded TV apps will enable advertisers and content creators to reinforce their brands and promote shared programming. Mass market, consumer adoption will ramp-up in-app advertising and pay-for-play. When this occurs, content companies and advertisers will be able to strengthen their branded entertainment relationships through the use of social TV check-ins, loyalty rewards, social games, virtual goods and product placement.
The growth in adoption of TV app platforms is forecast to grow from just $10 million in 2010 to $1.9 billion by 2015 due to the massive shipment and adoption of connected TV devices in the home.
James Grant Hay is a Brand Integration and Content Strategist career working with Fortune 500 clients to create premium entertainment led custom campaigns in-program that engage and interact with online/offline audiences.
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