Studios And Others Are Unprepared For The Shift To “Must Experience TV”: Study

Here’s the most unintentionally creepy forecast in consulting firm EY’s thought-provoking Future Of Television report out today. In making the case for producers to adjust to advancements in technology and data gathering, EY observes that we’re approaching a day when the TV will figure out what kind of programming to show. For example, if it recognizes by heart rate and breathing info that a person is working out then that “dictates upbeat music videos. Dopamine levels dropping? Viewer preference suggests it’s time to select something from a roster of favorite comedies to cheer the viewer up.” That’s extreme, but illustrates why EY — following “thousands of hours of dialogue with media executives and thought leaders” — believes that many media companies “have not yet begun to address” the profound changes ahead. The report says that there’s “a tremendous opportunity for a visionary producer to better use second, third and fourth screens as part of the narrative,” perhaps by having characters appear on different screens while they talk to each other. EY also says that viewers in the era of “must experience TV” will want to help craft stories, much the way they do with video games. “Story is everything, but a story with a personal connection is unbeatable.” Producers also must think more about creating events that will appeal to users of Twitter and other social media. People want to “feel included in something larger than their living room.” And talent, studios, and distributors will have take creative risks to satisfy people who are discovering new ways to watch TV including binge viewing. Streaming services including Netflix and Aereo “will increase consumer demand for a la carte programming and away from today’s bundled options…Content is still king, but even established monarchies need new tools and information to rule in a complex, globalized world.”