November 15, 2008

TV Networks adapting to the challenges of the large and small screen

Last Friday, I had lunch with two executives at Rede Globo, Brazil's largest and most influential TV network. Great conversation.  They mentioned two fascinating dynamics that are reshaping the TV business:  the large screen and the small screen.  

With high-definition and very large flat screens invading homes all over the country, the network has had to make significant investments in technology upgrades (small production imperfections are now more visible than ever).  On the other hand, because of the radical improvement in video capabilities of mobile phones, the emergence of the iPhone and the availability of a number of mobile devices designed specifically to watch TV programming and movies, a new model is emerging.  A mobile TV model that will have a major impact on how content is produced or re-edited and also have a significant impact on agencies and advertisers as we all learn how to optimize the message to fit on a small screen. With so much at stake, it's not surprising that Globo already has Brazil's most popular website offering streaming video called Globo Videos

A few ad-supported models offering streaming video of TV shows and movies are becoming mainstream, like already popular Hulu.

Similar to what happened on the internet, it will be exciting to see which marketers are first to crack the code on providing people with new and engaging experiences on the small screen. 
It's a brave new mobile world that allows content anywhere, anytime, in any pocket.

No comments: