THE NEW TV OF GENERATION Z | Making it relevant and making it pay
JAY SAMIT | DATE
Age of disruption
• Generation Z “coming of age” has caused
a major media disruption
- 87 million millennials
- Aged 19-38
- 42% parents
- Starting families, buying homes
- Purchasing their own entertainment
- Disrupting media consumption patterns with
unprecedented expectations of:
- Access to content where and whenever they
want it
- Convenience, control, choice
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Making it relevant
• Service providers must adapt to the
new market reality of Gen Z
• They need to make TV relevant for
them by:
- Providing content on all screens all the
time
- Learning about and understanding their
individual preferences
- Using that information to promote and
deliver what each individual wants most
- Creating a compelling interactive
experience
3
Making it pay
• To make it pay, service providers must:
- Determine the right business model
- Enlist the right partners
- Construct solution sets around the “content
creation cycle” paradigm of:
- Delivery
- Measurement
- Analytics
4
Making it pay
delivery
OUTBOUND CONTENT DISTRIBUTION
• Content management and delivery
across the full range of:
-
Smart TVs
PCs
Mobile devices
Streaming players
5
Making it pay
measurement
TABULATION OF ACTION AND SENTIMENT
•
•
Behavioral
- Gather individuated data points
- Construct multiple interaction threads
- Determine habits and behaviors from thread
analysis
Sentiment reporting
- Define subject (Deflategate, 50 Shades of Grey)
- Sample social conversation related to subject
- Assign volume (# of communications) and
sentiment (positive/negative) values to those
samples
6
Making it pay
analytics
GENERATION OF MEANINGFUL INTELLIGENCE: BEHAVIORAL ANALYTICS
•
•
•
•
Tabulate individuated action data
(clicks and views)
Draw inferences based on nuanced
interaction threads
Establish authentic digital profiles
Issue relevant recommendations
and promotions
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Making it pay
analytics
GENERATION OF MEANINGFUL INTELLIGENCE: SOCIAL ANALYTICS
•
Leverage cross-section of volume and
sentiment values to:
- See beyond actions consumers take
- Understand what they think and feel
- Characterize cultural sentiment
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Disruption’s dividends
• The new TV of Generation Z
offers consumers greater:
- Entertainment value
- Engagement potential
• It gives service providers
the ability to:
- Understand and respond to
consumers needs and desires
- Expand business opportunities
Disruption pays off for everyone
> Build the market by designing for the individual <
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Thank you.
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