A presentation about the emerging trends of television viewing and internet usage. Prepared by MediaCom Lithuania.

1. The Future of TV
How is digital
influencing the future
of TV and vice versa?
Prepared by Agnė Pranulytė
Picture retrieved from: http://www.eluniversal.mx/notas/773837.html

2. The future of TV
Evolution of moving pictures by MediaCom Lithuania, Sep 2011
• 24 hours of new video material is uploaded to YouTube every minute
• Amount of new content in YouTube of 60 days is equal to the hours
that three largest US networks (ABC, CNS, NBC) have produced in
60 years
• YouTube is viewed more than 2 billion times a day
• On Facebook 46,2 years worth of video content is watched everyday
Source: The evolution of moving pictures; Blink by MediaCom, published in April 2011

3. The future of TV
Interesting facts about TV by MediaCom Lithuania, Sep 2011
Source: Dry facts on TV watching; Blink by MediaCom, published in April 2011

4. The future of TV
TV changes in the UK by MediaCom Lithuania, Sep 2011
Source: How Television Has Changed Over 10 Years; by Todd Olmstead, published in September 2011 on
http://mashable.com/2011/09/07/television-birth-infographic/

5. The future of TV
THE challenge by MediaCom Lithuania, Sep 2011
Online measurement TV measurement
Picture source: Gemius
Picture source: AdvantEdge
Online video continues to gain popularity, and there are many kinds of
measurement available.
The real challenge is to develop common tools to compare TV and online
on a like-for-like basis.

6. The future of TV
by MediaCom Lithuania, Sep 2011
The future of television is bright:
it will change and adapt, but not
decrease much.
Internet is not going to replace
television as such.

7. The future of TV
Why internet is not an by MediaCom Lithuania, Sep 2011
alternative to TV?
• It was thought younger
generations would swap TV
Video viewing TV is becoming
for Internet, but this has not online is an even more
been the case in the western growing in the
teenage
passive activity
because we are KEY TV
world. segment – but engaging in
• Today’s media consumption
not as such
reducing TV
alternative
activities when
TRENDS
viewing watching TV
in characterized by
multitasking. Concurrent
The majority of
media exposure both Increased
consumers still
popularity of VoD
prefer to watch
distracts us and enhances the video on a
and buying of
content, enables
our experience of TV. TV screen and
profiling and
VoD has to be
behavioral
• Next steps are going to be cheap and
targeting
convenient
personalizing video
communication on individual
and household level.
Source: Trends in TV and Video On Demand; Blink by MediaCom, published in April 2011

8. “On-demand can be demanding” The future of TV
by MediaCom Lithuania, Sep 2011
The supply of video content has become massive - it is easy to get lost among all the videos, movies,
shows, and programmes. Therefore audiences need some guidance.
According to Deloitte, TV set in the living room will
remain the “magnetic core” of TV watching
experience, with an average size of the screen
increasing constantly.
People like watching TV as it is broadcasted
because they want to belong, share, and don’t
miss out – they trust that the schedules have been
crafted and edited and that there are plenty of
things to watch at any given time.
However, the latest generation, on the other hand,
will be much less loyal – we have to prepare for
that. Picture retrieved from: http://www.asatpro.com/
Source:The Future of TV: How is digital changing the future of TV and can TV help
shape the future of digital? Blink by MediaCom, published in April 2011; Beyond the
debate: the never ending death of TV? By Lindsey Clay, Cream magazine

9. The future of TV
by MediaCom Lithuania, Sep 2011
What are the trends of video
content consuming?

10. The future of TV
The way of viewing will change by MediaCom Lithuania, Sep 2011
in 6 ways:
 91%* of the internet population watch traditional TV
TV sets and television: catch-up TV is already here during a 30-day period; 70% use some other source of
video supply, too (in Italy).
 64%* of population already consume both traditional
The internet doesn’t replace TV – it integrates it “Sofa TV” and Catch-Up TV (in Italy).
 The internet is not invaded by user-generated content.
User video: popular culture drives creation and The circulation of user-generated material stems from
consumption the vast amount of content created by the established
content providers.
 “Snack”: mainly watching traditional TV but also
consuming its content via new platforms (say,
New consumption styles: snack, revideo, premium YouTube). “Revideo/Catch-up”: retrieving video
material from established online platforms.
 A viewer with an average level of digital competency
It’s not about the platform: content drives consumption can easily switch from one platform to another, thus
what’s more important is the content that drives
attention.
 5%* of internet users are not watching video content
New generation viewers disappear from the sofa from alternative sources only.
Source: 6 new ways of watching television; Blink by MediaCom, published in April 2011
*Statistics are calculated for Italian population

11. The future of TV
The trend of two-screening by MediaCom Lithuania, Sep 2011
Two-screening is watching TV with a
smartphone or laptop on hand.
Research shows that people given
smartphone connected to TVs were
keen to respond directly to the TV
ads they see (by searching for items
in the web or placing them in their
online shopping list).
TV provokes huge volumes of social
Picture retrieved from: http://yamgo.typepad.com/blog/2011/08/more-people-watch-tv-and-surf-the-
media chatter, but most people will internet-simultaneously-than-ever-before.html
prefer to conduct this via separate Conclusion: the magic combination
device. of TV and social media will develop,
but via two-screening - people want
TV sets for TV.
Source: Blink by MediaCom, published in April 2011; Beyond the debate: the never ending death of
TV? By Lindsey Clay, Cream magazine

12. The future of TV
The trend of asocial media by MediaCom Lithuania, Sep 2011
The enhancement of personalization will flip
into hyper-individualism. Thus social media
will become asocial media, which means that
everybody will be following the talent and
seeking for a content that’s embeddable and
usable, which can be republished, edited,
aggregating and reformatted according to
one’s own preferences.
Twitter or Tumblr are the examples: people
there usually do not know each other – they
are just followers, searching for an attractive
content. But there is no relationship.
Source: McLuhan revisited: media messages in the post-ad age; by Jon King, Cream magazine
Picture retrieved from: http://frenchbananas.tumblr.com/

13. The future of TV
by MediaCom Lithuania, Sep 2011
How to use those trends in
marketing?

14. The future of TV
Ways to stay ahead of the by MediaCom Lithuania, Sep 2011
game in a digital age
 Effectively combine two: TV for mass
Start thinking about video- audiences, online for focused target
neutral strategies groups
 E.g. in Germany around 60% of 14-
Recognise that young people 49 people are familiar with online
are heading online content
 Use different creative for the same campaign:
Explore the opportunities of TV provides more passive experience, while
multiple creative online invites to interact
 In all EU countries (except Denmark)
Consider how product brands can seamlessly weave their
placement can help your brand messages into TV content
 Consumers are eager to communicate about
Take advantage of social media the TV content even while it’s on-air;
opportunities especially during the talent shows/dance
projects, etc. (in UK 54% admitted this)
Source; The Future of TV: How is digital changing the future of TV and can TV help shape the
future of digital? Blink by MediaCom, published in April 2011

15. The future of TV
How to engage and build by MediaCom Lithuania, Sep 2011
audiences
Picture retrieved from: http://www.washingtonpost.com/wp-
dyn/content/gallery/2010/01/12/GA2010011201189.html
Picture retrieved from: http://shows.ctv.ca/GossipGirl/Photos/ChuckBass.aspx
Integrate your brand into a
show/TV series – become a
“storyteller”. Make a use of a
new generation of shows that
don’t compromise on editorial
integrity, but that include
brands that facilitate the telling
of the story.
Source: Friends, kings, and the survival of the fittest; by Richard Welsh, Cream magazine
Picture retrieved from: http://www.edibleapple.com/the-significance-of-apples-product-
placement/

16. The future of TV
by MediaCom Lithuania, Sep 2011
What is happening in
Lithuania?

17. The future of TV
Local TV programs by MediaCom Lithuania, Sep 2011
Avg.
Even though the amount of local TV viewing has been 2011 H1 TRP
decreasing for the past few years, TV is still 1 Info show 8,8
considered as one of most effective medium. 2 Lottery 6,2
3 TV magazine 5,3
Programs with entertainment content have been 4 Publicistic 5
indeed popular recently. There are numerous dancing, 5 News 3,7
singing, talent competitions, as well as locally 6 Music 3,3
produced TV series. They are usually broadcasted 7 Info-analytical 2,9
during the best time zones, create a considerable 8 Soap opera 2,6
9 Entertainment 2,3
amount of buzz, and it is possible to seamlessly
10 Talk show 2,2
integrate a brand, story, or opinion into them.
12
2011 H1
population Title
10
Axis% of total
8
6
4
2
0
TV3 LNK LTV BTV PBK TV6 LR TV TV1
Other channels Local channels
250
Avg. minutes per day
200
150
100
50
0
Data Source: TNS LT, AdvantEdge

18. The future of TV
Digital TV by MediaCom Lithuania, Sep 2011
Data on digital content consumption in Lithuania is scarce and abstract, however, we can
still draw the following conclusions:
•Even though the amount of local TV viewing has been decreasing for the past few
years, TV is still considered as one of most effective mediums.
•In the anticipation of the end of analog TV, the popularity of digital TV and IPTV is
growing – one of the largest digital TV providers Gala increased its consumer base
by 20% in the last year.
•Digital TV providers are offering a wide range of functions:
• Electronic program guides (EPG)
• Wireless TV
• Special channels and content (concerts, news, book reviews, etc.)
• Radio via TV
• On-line cinema
• Movies on demand
• Facebook/Flickr and TV simultaneously
Picture retrieved from: http://hd-televizija.blogspot.com/
• Gaming
• Karaoke The digitalisation of TV and the usage of IPTV
possibilities is still in the development stage, but
• HD
the positive trend is visible.
• Recording

19. The future of TV
by MediaCom Lithuania, Sep 2011
Catch-up TV
•At the moment tv3play.lt (owned by MTG) is the only legal
platform offering the content, broadcasted via TV3 channel. It also
offers a mobile app for smart phones. Started only this spring, in
the end of August, 2011, it had already reached 77.235 video
views per day, and had 24.416 unique daily visitors, who each
watched on average 3.16 videos every day.
•Some other local TV channels also allow watching a part of its content online
(lrt.lt, 6tv.lt)
•Pirate sites are thriving in Lithuania: the most popular Lithuanian ones are
linkomanija.net and torrent.lt (which also has a catchy slogan: “sharing is caring”)
Video on demand
•Several news portals have sections of information in video format: tv.delfi.lt has a
18.22% reach of internet users in Lithuania and is mostly popular in 3 largest cities,
while zebra.lt videos reach 4.01% of internet population and is viewed more in
small cities.

20. The future of TV
LT social platform statistics by MediaCom Lithuania, Sep 2011
• 960,140 registered users: 48% of all • 2028 users in Lithuania (63% less
internet users in the country than in Latvia)
• One app usually attracts ~10,000 • 73% of users are in Vilnius
users • 72% of users – male
• One user spends on average 6.43 • 72% has at least 1 check-in, 51% - at
hours per month in FB least 7 check-ins.
• 43% of users spends up to one hour • 48% have at least 2 badges
per day in FB
• 30% has a mayor status at least in
• 76% of users logs in every day one place
• An average user has 206 friends (1.6
times more than world average)
• Average user has posted something
on his/her wall 35 times, has 99
photos, is tagged in 67 photos, has
attended 14.6 events

21. The future of TV
Summing up: by MediaCom Lithuania, Sep 2011
Despite the seemingly unlimited
opportunities that online content
brings, the channel and
programme brands are likely to
remain a significant part of the
entertainment.
Therefore,
Advertisers need a revised
measurement or trading system
that can take into account digital
viewing alongside traditional TV-
based viewing.
Source: MediaCom image library

22. The future of TV
Sources by MediaCom Lithuania, Sep 2011
• The future of TV: How is digital changing the future of TV and can TV help
shape the future of digital? MediaCom white paper, April 2011
• Blink magazine #2, published by MediaCom, 2011
• Schrödinger's cat and the never ending death of television, Cream in
Focus, Cream magazine, 2011
• Happy birthday, Television: 26 essential connected TV resources, by
Stephanie Buck in Mashable.com;
http://mashable.com/2011/09/07/connected-tv-resources/
• Websites of local digital TV & IPTV providers (Gala, Mikrovisata, Telelanas,
Skynet, PenkiTV, etc.);
• veidaknyge.lt, socialbakers.com (Facebook statistics for Lithuania);
• 4sqstatistics.com (Foursquare statistics for Lithuania);

23. The future of TV
by MediaCom Lithuania, Sep 2011
Thank you!
Office: +370-5-260-8463
Fax: +370-5-260-8247
UAB Trendmark,
Islandijos g. 1/Vilniaus g. 31,
LT-01401 Vilnius, Lithuania
www.mediacom.lt
www.mediacom.com
Photo by Justina Palinavičiūtė