New Study on ‘Future of TV’ Puts Viewers in the Driver’s Seat

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TruthCo's NEW WORLD OF TELEVISION Study Released Today Uncovers the Impact of Rapidly Shifting Consumer Culture on the Future of Television

We need to re-draw the map for TV and this study is your GPS.

TruthCo. released the results of their New World of Television study today and the findings point to consumers as the major drivers in the development and distribution of future television content. This first-of-its-kind study investigates and analyzes the big changes in the television industry that will determine the success of viewer retention and engagement in the new era of TV everywhere.

While the discussion to date around the future of television has been device-centric, TruthCo. uses semiotic-based cultural analysis to explore the impact consumers will have on the development and distribution of content in the future. The key findings from The New World of Television provide the industry with a comprehensive roadmap that makes sense of this new TV ecosystem.

Key Findings

  •     Artisanal TV: TV has been elevated as an artistic medium in culture; viewers demand more unique, meaningful content that’s not the cookie-cutter product of an industry assembly line.
  •     Psychographics are the New Demographics: With the explosion of content across multiple platforms, shared sensibilities are a better predictor or behavior than shared census data.
  •     Cultural Success vs. Ratings Success: Cultural success is the most important driver of great ratings; in a crowded marketplace, quality trumps quantity and drives buzz and eyeballs.
  •     Down the Rabbit Hole: Today’s viewers crave more personal, demanding and immersive experiences from their content in order to command their attention from all the distractions that technology enables.

Quotes
“Television is an incredibly important part of American culture that has changed dramatically over the past five years. In the business of television, the discussion has been traditionally focused on the way viewers watch and how often, and lately, on what device. But that’s like putting gas in an electric car. We need to re-draw the map for TV and this study is your GPS.”

‘The New World of Television’ takes a holistic look at how the consumer perspective – viewers’ behaviors, attitudes and consumption – will impact the development of content moving forward; and that has never been done before.”

  • Linda Ong, president and brand strategist at TruthCo.

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Bronagh Hanley
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