Fragmentation, integration and individualization are changing the world of media. Anyone who wants to succeed in the new video era needs strong brands and bold concepts. As Managing Director, Eun-Kyung Park is responsible for TV Relations & Business Development at ProSiebenSat.1 TV Deutschland GmbH. The 36-year-old manager is certain that the station group will actively shape five major digital trends in the future.
Broadcasting German-speaking: Five Digital Trends
1. Mobile first!
»The smartphone is becoming a mass medium.«
As a constant companion, it is the first choice for communication, information and entertainment. Short videos especially, but also series, movies and TV shows are increasingly being watched on smartphones. Strong program brands – from science shows like “Galileo” to talent shows like “The Voice of Germany” – are set up for mobile use by their own editorial teams. Thanks to the 7TV App, the viewers can follow the programs of the six ProSiebenSat.1 free TV stations via livestream as well as via a media center. The smartphone whets appetites and boosts TV reach.
of video media per day are being used by young smartphone owners between 14 and 29. These millennials are especially pushing the mobile reach.
Source: Media Activity Guide 2014 / SevenOne Media /forsa
2. Digital fireworks
»Major TV events like ‘Germany’s Next Topmodel’ are being staged perfectly on all channels.«
From teasers and pre-alerts, through tweets, livestreams of the show and accompanying real time marketing campaigns, to the aftermath with bonus videos and insider news: TV, mobile, online and social media are igniting a digital fireworks display. Through the different channels, new opportunities for 360-degree marketing are being created, advertisers can maximize their reach via all platforms.
3. Virtual experiences
»Smart glasses on and go! Virtual-reality and hologram headsets are opening new dimensions for viewers and program makers.«
Get up on stage with global stars, sit with the “The Voice of Germany” judges and hit your own buzzer: Diving into virtual worlds offers first-hand moments and involves viewers at a new level. This makes the ProSiebenSat.1 programs even more attractive and links the viewers to their favorite shows.
Germans would consider buying video glasses.
Source: Bitkom, 2014
4. Interactive television
»HbbTV offers a ’second screen’ without any additional device necessary, just via the Red Button. Thus, we can create a new world of offerings next to our programs.«
Already today, ProSiebenSat.1 enables its viewers to buy and to pay for an advertised product directly from a TV spot via the remote control. In the future, HbbTV will allow to even better unite the strength of TV and online in one device, additional new applications like video streams in parallel will be created.
HbbTV devices are already being used in Germany today.
Source: IRT, 2015
5. Entertainment anytime, anywhere
»Home and car are becoming entertainment centers. Intelligent integration is increasing quality of life.«
Video is conquering additional screens – and is moving into new spheres of life, customized to individual preferences. In the morning, the bathroom mirror informs about the weather and today’s news, the newest breakfast products are being presented in the kitchen upon request. In the car, travel time becomes quality time once the fellow passengers are activating the entertainment program. TV stations use these new entertainment surfaces for their program and create additional offers for advertisers.