Guest lecture given to undergraduate students at the S.I. Newhouse School of Public Communications at Syracuse University

1. Television in the New
Media Era
Jaime R. Riccio
Ph.D. Student
S.I. Newhouse School of Public Communication
Syracuse University
@Slaymer

2. Status Quo
Avg: ~20 hours per week
80% have cable
80% have internet access
<5% “zero TV” homes
>45% get TV online
Sources: Pew & Nielsen

3. Image from http://cmn4ward.wordpress.com/category/theory/

5. Agents of Change
Online/Mobile
Social
Laptop
Facebook
Smartphone
Twitter
Tablet
YouTube
Wearable tech
Vine
Tumblr
Instagram

6. Online/Mobile

7. Laptop
IBM 5100, 1975 – first portable computer
1983 – first “laptop” (Gavilian SC)
Advanced in the 1990s
Upgrades
Portability
Immediacy
Productivity

8. Smartphone
Global market share: 22%
1 in 5 people
Brands
Nokia – 1996
BlackBerry – 1999
iPhone – 2007
Source: Business Insider

9. Tablet
Global market share: 6%
1 in 17 people
Faster adoption than smartphones!
Brands
Microsoft Tablet PC – 2000
iPad – 2010
Kindle Fire – 2011
Source: Business Insider

10. The Future: Wearable
Smartwatches (Samsung Galaxy Gear)
Google Glass
Rapid adoption anticipated
64 mill. by 2017
TV on you?!
Source: Mobithinking
www.computerworld.com

11. Social

12. Facebook
Founded 2004 by Mark Zuckerberg
1.1 billion user worldwide
1 in 13 people
86% of YA in US
Desire for “connectivity”, “fun”, “escape”
Pages
Shows, networks, actors
Source: EBizMBA

13. Twitter
Created in 2006 by Jack Dorsey, Evan Williams, Biz
Stone, Noah Glass
500 million users worldwide
27% of YA in US
A primary use: News source
Heralded birth of “social TV”
Source: ComScore

14. Photo/Video
Tumblr – 2007 (David Karp)
Rich Kids of Instagram/Beverly Hills
Instagram – 2010 (Kevin Systrom, Mike Krieger)
BravoTV
Vine – 2013 (Colin Kroll, Rus Yusupov, Dom Hoffman)
#TWD
Tosh.0

15. WHY?
Uses & Gratifications

16. Living with Change
News
Entertainment
Networks
Industry
Community

17. News

18. Citizen Journalism
And now, the news, brought to you by – YOU!
Jasmine Revolution & Arab Spring
Aided by social media
Most reports came from social media
iReporting
CNN
Streaming audience & reporter tweets
MSNBC

19. Instant Alerts
News consumers moving online
Twitter
CNN Breaking News
Virginia earthquake
Apps
Online stories & extras

20. Entertainment

21. Online Content
Networks providing shows
online
CW
Netflix, Hulu, etc.
Netflix Original
Programming
Web series
The Guild
Dr. Horrible’s Sing-Along
Blog
Social Media series
@SummerBreak
Online events
YouTube Music Awards

22. Mobile Viewing
Personalized Online
Netflix
Hulu
Amazon Prime
Personalized Apps
GetGlue
Fan
New phenomenon: “Binge viewing”

23. #SocialTV
Instant audience
feedback
95% of live TV convo is on
Twitter
Shows & ads now have
hashtags
Increases viewership
Interactive relationship
with audience
Toonami.tumblr.com
77% use computer while
watching TV
Multi-screen viewing
Story Sync (AMC)
TV Shows made just
for/from audience
feedback
Watch What Happens Live
(Bravo)
Talking Dead, Talking Bad
(AMC)

24. Sports
Cutting edge of social TV
Tweeting “pushed” in NFL & NBA athletes
Vine - #MondayNightFootball
Airing games on cell phones
NFL & Twitter deal to provide in-game highlights
ESPN & NBA already do (replays)

25. Gaming
AMC’s The Walking Dead
Social game (Facebook)
Interactive fan game
“Dead Yourself” app
Image from Mashable

26. Future of TV

27. Networks
2014: Half of all Americans watch TV online/mobile
Competition
Networks are moving online
Cable ahead of broadcast
Why?
YouTube channels
The CW
Webisodes
Teen Wolf's “Search for a Cure” (MTV)

28. Industry
Viewers influencing stories
From American Idol to “create-your-own-ending”
Programming catered to viewers needs/wants
TV 3.0?
Instant feedback
Ratings? Storylines? Girls
Nielsen
2010: “Cross-Platform Homes” usage
2013: Tallying tweets
2014: Counting mobile viewers in ratings
Networks need greater online presence
What does it mean for advertisers?

29. Advertisers
Product placement
30 Rock episode
Sponsorship
The Apprentice (“The
Pepsi Challenged”)
Branded
entertainment
Breyers “Smooth &
Dreamy”
BMW “The Hire”
Social TV analytics
How audiences react to
stimuli
Embedded ads
Twitter Amplify

30. Community
Digitization = Migration
Hundreds of channels, both on & offline
People brought together by TV “water cooler talk”
are now online
What is “Reality TV”?
TV stars become internet stars
Internet stars become TV stars
Dylan O’Brien, Felicia Day
Social Media Stars

31. How does this affect
YOU?

32. Television in the New
Media Era
Jaime R. Riccio
Ph.D. Student
S.I. Newhouse School of Public Communication
Syracuse University
@Slaymer