Recently, I was fortunate to have the opportunity to do a lecture / presentation at the Annual MARUG (Marketing Associatie Rijksuniversiteit Groningen) Conference, the largest Dutch marketing event organised by students here in Groningen. There were over 400 students and business participants this year and the marketing theme for 2010 was Experience Marketing (I actually prefer the term Experiential Marketing). Some of my more recent writings and research have been around emerging television platforms and convergent media so I thought it might be interesting to blend it into the presentation and make it relevant for future marketeers. Because this space could very much play a part in their futures.
It’s only been a couple of weeks since the European Broadcasting Union demonstrated the potential of the HbbTV specification at IBC2009 in Amsterdam. But it won’t be long before Europeans start seeing the results – before Christmas according to some pundits. And once compatible devices are out in the market, they say the speed-to-market of applications developed for the platform will be incredibly short… as the industry looks to new models that embrace open API’s and SDK’s much like Apple has done with the iPhone and the Open Source movement online with enormous projects such as Sourceforge. With an HTML environment activated by a simple red button, in the same manner as a Web portal, the resulting content can be delivered over the IP stream.
Whilst the mainstream media players are quietly pushing their technology and innovation teams to the maximum across the world in a race to marry Social Media and TV, most of the public remains oblivious and left out of the loop, mainly due to offerings being in Proof of Concept (POC) stage or not even… and still on the chalkboard.
However, one sector, the Hotel and Hospitality is one of the earlier beneficiaries from the advances that have been made provision and delivery of TV and other services over Internet Protocol will likely be early corporate adopters of Social TV now that network technologies that include the provision of Ethernet networks in hotels is now a standard requirement. Add a wireless keyboard and an advanced TV remote, you can do pretty much anything.
If we all thought the Facebook and Twitter social media growth phenomena were extraordinary, wait until Social TV hits your screens.
And it’s not as far away as you think — not only with the logical IPTV market, but also terrestrial TV. I recently attended the International Broadcast Convention (IBC) in Amsterdam, which bills itself as ’The content creation management delivery experience’. IBC2008 attracted 49,000+ visitors and 1,300+ exhibitors from more than 130 countries. This year is expected to be bigger. Last year, I was part of a team exhibiting at MIPTV in Cannes, and was expecting something a bit similar… but this was almost all about hardware and software and less about the actual formats and programs. However, this was not a disappointment. For embedded in the show there were some jewels… which have profoundly altered my view of Social Media, the future and the implication of reach that will touch billions not millions.
Join Linkedin Social TV Group – Social TV Group – Television 2.0 – Convergence and Community http://bit.ly/socialtvgroup
Working on agenda for phone meeting with former VP at Sony Music and Warner Brothers on Monday. Interesting opportunity thanks…
Feel free to hook up and network with me readers! MY SOCIAL MEDIA PRESENCE
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