Anne Sweeney, president of Disney-ABC Television Group, says that TV is about to become the most personal medium in the world, as well as the most powerful. Giving her MIPCOM keynote speech in Cannes this afternoon, Sweeney predicted that TV will be ever more customized by a generation used to watching on smartphones, laptops and tablets. Sweeney said: “It may be impossible to predict what television will look like 5 or 10 years from now — because the odds are, it will look different to everybody.” She also touched on how young people increasingly tweet, blog and email about shows as they watch them. “The more personalized television gets, the less passive the experience will become,” she said. “Television has always been something you watch. Now, increasingly, it’s also something you do.” The Disney-ABC TV boss presented some eye-popping figures: The global TV audience will reach nearly 4 billion people by the end of 2011 –- roughly half of the world’s population. And those 3.7 billion people will watch a total of 4.5 trillion hours of TV this year. She also underlined TV’s importance by quoting approvingly from a recent Deloitte study that concluded, “In today’s world, TV is the medium around which all others revolve.” Here’s the full transcript of Sweeney’s speech:
From the beginning, the television business has always been forward looking – to the next episode, the next season, the next advance in technology that will change everything and take us to a new level.
That’s why I was drawn to it in the first place…and why I continue to love it. (more…)