Tecnología

Cómo veremos la TV en 2020 (según Ericsson)

Escrito por Marcos Merino

En su ‘Media VIsion 2020’, Ericsson analiza los cambios que se darán en los próximos 6 años en la interacción entre consumidores, negocios y tecnología.

El mes pasado, la compañía Ericsson publicó los primeros resultados de su proyecto de investigación Ericsson Media Vision 2020, en el que muestra su visión de cómo evolucionará el ámbito de la televisión y los medios de comunicación en general.

El primer documento de la serie de estudios que conforman el proyecto se denomina “Una experiencia en constante evolución” (aquí en PDF), y presenta una previsión de qué experiencias demandará la generación de consumidores de 2020 en lo que respecta a TV, películas y juegos. También aborda el hecho de que el mismo concepto de ‘experiencia’ está evolucionando: la industria de los mass media ha perdido el monopolio de la definición de la misma, a manos de fabricantes de dispositivos, desarrolladores de apps, y redes sociales.

Para Ericsson, el “nuevo juego de la televisión” vendrá determinado por la interacción entre consumidores (a través del cambio en sus comportamientos, demandas y experiencias de visionado), tecnología (a través del cambio en las redes, los dispositivos y los modelos de distribución) y negocios (en los que se ven alterados los servicios, los modelos de negocios y la cadena de valor). En esta primera parte del Media Vision 2020 aborda la evolución de cuatros ejes:

Oferta al consumidor

La actual situación, con cientos de canales de TV ‘lineales’ y la aparición de los servicios de suscripción de vídeo a demanda, derivará dentro de 6 años a una oferta de contenidos personalizados, que permita a los consumidores elegir y re-mezclar múltiples fuentes de contenidos.

Visionado por parte del consumidor

En la actualidad, el 80% de lo que vemos en televisión es lineal y en directo, y sólo un 20% es vídeo a demanda. La visualización de contenidos emitidos en franjas horarias a las que usualmente consumimos TV se realiza principalmente a través del uso de dispositivos de grabación de vídeo. Pero los canales que buscan explotar la “larga cola” se verán erosionados, y el mismo concepto de ‘horario de máxima audiencia’ se diluirá. Para 2020, el 50% del contenido que visualicemos será a demanda.

Descubrimiento de contenidos

De la actual situación (parrilla televisiva con cientos de canales y servicios de vídeo a demanda con amplios catálogos, pero deficientes o inexistentes funciones de búsqueda) pasaríamos a sistemas de recomendación social y búsquedas de contenidos, posiblemente auxiliados para ello por ‘segundas pantallas’.

Experiencia de contenidos

Actualmente coexisten el visionado de programación con horario prefijado con los atracones de series a demanda, que se combinan con un uso incipiente de la interacción social. Ésta no hará sino aumentar notablemente su importancia (sobre todo como extensión del contenido en directo).

Según Per Borgklint, Vicepresidente Senior de Ericsson, “los hábitos de los consumidores acerca de cómo acceder, experimentar y pagar los contenidos televisivos están evolucionando rápidamente, y la industria de los medios de comunicación deberá adaptarse para cumplir con las expectativas. Los propietarios e los contenidos y los organismos de radiodifusión deben cambiar la programación de formatos, y los modelos tanto de publicidad como de derechos de distribución. Los proveedores de servicios televisivos deben convertirse en agregadores que permitan a sus espectadores seleccionar y mezclar los contenidos“.

Imagen | extraída del propio estudio

Sobre el autor de este artículo

Marcos Merino

Marcos Merino es redactor freelance y consultor de marketing 2.0. Autodidacta, con experiencia en medios (prensa escrita y radio), y responsable de comunicación online en organizaciones sin ánimo de lucro.

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