Next-Generation TV White Paper | Industry Insights | All MKC Content | ANA

Next-Generation TV White Paper

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We are at the advent of "Next-Generation TV," where the television will be just one screen among many where consumers engage with video content. Consumers' preferences for how they engage with television and other video content is undergoing a transformation, and entities such as content providers, broadcasters, television manufactures, among others, are evolving to engage with consumers in this new era. This emerging marketplace has led to an explosion of content, streaming services, and "smart" televisions and mobile devices. Data helps businesses determine what content to produce, which audiences to promote that content to, how to improve operations, and which relevant advertising to present to consumers. Both consumers and businesses are exploring how best to participate in this new ecosystem, through devices like Smart TVs (i.e., televisions with internet-enabled applications), mobile devices, and set-top-boxes that allow access to internet-enabled applications. The same content flows to all of these devices, allowing consumers to view videos when and where they want. The flow of data among all of the services within this Next-Generation TV ecosystem will continue to shape its evolution and ultimately serve the consumer.

One of the initial matters worth exploring is whether Next-Generation TV presents a new paradigm, or if the convergence of the internet and television differs from a consumer's video consumption on other devices only in the size of the screen. Data-driven business models have emerged across the internet ecosystem, and are now coming to televisions. It is not clear if this shift onto consumers' televisions changes the way consumers think about data collection and use, and legal, regulatory, or self-regulatory structures around that collection and use. Because of the novelty of the Next-Generation TV ecosystem, additional research is needed to answer these questions.

This Paper begins by providing an overview of the myriad of consumer and economic benefits of Next-Generation TV. Second, we examine the current legal and regulatory landscape around which the Next-Generation TV ecosystem currently exists. We conclude by discussing a recommended approach involving robust self-regulation to help ensure the continued cultivation of innovation in the Next-Generation TV ecosystem.

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Source

"Next-Generation TV White Paper." DMA, 2016.

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