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Top 5 Takeaways from Hill Holliday's #TVNext

30 Jan 2011 2:03 AM | Deleted user

Like many new media strategists, due to geographic complications, I was left with no option but to watch Hill Holliday’s #TVNext event from my kitchen table via UStream. Despite not being there in person, the Twittersphere was abuzz with the #TVNext hashtag, with some truly insightful conversation taking place online. It was quite the show.

For those who missed out, #TVNext was an event that brought together some of the biggest names in the future of television – representatives from GoogleTV, Microsoft/Xbox, Boxee, TiVo, Roku, and more – for a day of discussing the new television landscape and its future.

One panel in particular caught my attention, and that was the second panel (of three) about television getting connected. This panel was moderated by Hill Holliday’s Mike Proulx, with speakers Greg Rivera of Xbox/Microsoft, Andrew Kippen of Boxee, Tara Maitra of TiVo, Chas Smith of Roku, and Aaron McNally of GoogleTV.

Below are some of the top points that I took away from the panel:

  • Connected TV devices are for everyone. They’re not just the early adopters. Years ago, we said that e-mail and social media would never become easily used by grandparents and late adopters, but here we are in 2011 and plenty of senior citizens are well-versed in the art of digital messaging.

  • User experience is the key. The debate over apps versus content can be set aside, because before connected television devices become simple and intuitive, reaching mainstream use will be incredibly difficult, as made evident by a very telling video from Hill Holliday.

  • Sponsorships work in the digital world. This has been tested and it turns out sponsorships in the digital world work just as well as those in the real world. Connected television sponsorship opportunities are an evolving space, and finding a way to integrate with content may become critical.

  • Marketers should not wait. Many marketers may sit back and watch this market evolve, perhaps waiting to see if a dominant player emerges. But this time around fragmentation will become the standard, and because it’s going to scale, marketers should hop on in.

  • People want to be served. Sure it’s great to be able to search for a specific program on a connected TV device, but what if this isn’t even necessary. What if the connected device could simply serve the consumer whatever it is that he or she is search for? The point here, is that people don’t always want to have to go hunting.

    Check out the #TVNext photos from Hill Holliday's Flickr:

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