Deloitte Remains Bullish on the Social-TV Experience, No Radical Reinvention of TV

written by: Gianluigi Cuccureddu

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Published on Wednesday, 19 January 2011 15:19

Television's "super media" strengthens in 2011, according to Deloitte's predictions. It sees the medium being steady without big changes in the short term. PaidContent.org explains why Deloitte sees TV's 2011 just as in 2001:

Deloitte takes a pretty dim view of the smart-TV trend, arguing that the search capabilities of the new breed of on-screen apps won’t do much to turn TV into a “pull” experience as opposed to the traditional “push”-based, channel-centric world. “When it comes to television in 2011, the only pulling that most viewers may want to do is pulling up a chair,” the report concludes.

Deloitte accounts the delay of the transformation of the medium to the factor Cost. Analysts believe the consumers are more interested in buying bigger screens then “enhanced search capabilities.” This reflects the deep-rooted passive/lean-back of current TV experiences, but remaining bullish on Social TV or overall lean-in experiences. The increasing sales of connected TV's will lead the TV viewing experience.

According to leading market research company, The NPD Group’s Connected TV Owner Study, consumers are using the connected features of their connected TVs and say that they are pleased with the results, it would be interesting to understand how the research was conducted, what audience etc.

“TV advertising will be almost entirely unaffected despite that level of penetration,” according to the report. “While DVRs provide the technological capacity to skip ads, the majority of DVR owners are likely to continue watching the vast majority of their television live.”

This is correct, because Live television isn't an experience that will disappear within a year or two. Live television will even get a boost by innovative technologies like ExMachina, used in the talentshow "The Voice of Holland", real-time, synchronous voting and Social TV tech.

Ad revenues not only will be untouched, but Deloitte projects a worldwide increase by $10 billion. The report grants TV “super media” status with growth projection so bullish that notions of cord-cutting or the myriad other forces pundits have long forecasted will kill the boob tube are barely taken into account.  Apparently the more things change, the more TV stays the same.

Earlier AppMarket.tv reported that Social TV actually drives TV advertising up, which seems in line with their conclusion which can be found on their website:

TV shows will be the most common conversation topic around the world and the subject of more than a billion tweets.

Television will be a super medium because innovative -digital and social- technologies increase the attractiveness of the TV experience. The outcome of the research may resemble the year of 2001, most definately not the causes to the outcome.