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Market Dialogue Report
CES 2009: Is the Connected TV a New Phase in Home Theater?
Consumer Electronics Industry Positioning in 2009
www.fortexgroup.com
For more information: Ephraim Cohen at +1-212-631-5823 orcohen@fortexgroup.com Copyright 2009 The Fortex Group Page
1
Using this report -
The key to a successful public relations program is communicating within the context and topicsthat key audiences are already discussing. This report covers general trends and aims to forecast the topics that arelikely be popular throughout 2009. It should be used as an aid to determining into which context and trends that messages, pitches and other forms of communications should tie in order to gain critical traction.
HDTV and Digital Media in 2009 - Hello TV, Again
In our 2008 report on post-CES trends, we concluded that the conversational trend revolvedaround content delivery-related topic
s. Announcements at that year’s Consumer Electronics
Show focused on televisions featuring Internet connectivity, the Blu-Ray/HD-DVD war andportable media players. At CES 2009, the content delivery theme reached a new level of prominence, and announcements across the board indicated that the TV will be the centralfocus of the content discussion for the remainder of the year.
This report will examine the following topical trends for 2009:
Connected HDTVs and their ability to shift the digital media discussion from a focus on theWeb to a focus on TVs
The growing disintermediation discussion, with a concentration on cable companies and howthis industry can be compared to the music or movie industry
The increasing processing power and memory in TVs lending to greater discourse around thefuture of video games in the living room
The affect of Yahoo! TV widgets and the possibility that they may lead to a comeback for theYahoo! brand
What does all this add up to? Potential story angles for Q1-2 2009
Why the HDTV focus?
Because it’s what the
Media and Consumers are Talking About
This graph illustratescurrent trends in thevolume of mass media-produced and user-generated content (blogs,forums) in key CESproduct categories. While
TV’s have always been a
top category, we believenew content features givethis category the greatestpotential to impactmultiple industries as wellas overall consumerbehavior.
Market Dialogue Report
CES 2009: Is the Connected TV a New Phase in Home Theater?
Consumer Electronics Industry Positioning in 2009
www.fortexgroup.com
For more information: Ephraim Cohen at +1-212-631-5823 orcohen@fortexgroup.com Copyright 2009 The Fortex Group Page
2
Industry Market Dialogues Potentially Impacted by HDTV Developments
The following table displays the industries that are most likely to be affected by newdevelopments in HDTVs as well as the potential story lines for each industry.
Industry Sample topic of discussion
Consumer Web use
The shift from the PC to the TV
Cable companies
The threat of video on TV
Advertising, marketing and PR
Web communications…on TV
Web 2.0
TV 2.0/Yahoo! As the next great development platform
Video games
Casual games arrive on TV, TVs as gaming devices (
Toshiba’s Cell TV
, poweredby a processor similar to the Playstation 3, may spur this discussion)
Video/content
Web video becomes TV video
HDTV
The probability that consumers will upgrade for content
Media industry
Dealing with, profiting from and how not to lose friends over disintermediation
Content Brands: Lessons from CES
The connected TV topic was tied to a number of different content brands, with the major onesbeing the video brands and Yahoo! widgets.Not surprisingly, Netflix beat out allother brands for share of voice.This is probably due to acombination of two factors: 1) of the content brands associatedwith connected TV, it is the mostpopular streaming video brand(Hulu may take that crown if theycut a similar deal); and 2) theywere part of a pre-CESannouncement from LG, whichgave them an earlier boost.Yahoo! had a surprisingly smallshare of voice, but this may bebecause the majority of their CESannouncements were aboutdeals (the platform is old news)and because widgets on a TV arenot new. This may change duringthe upcoming year shouldYahoo! take off as a developer platform.
Market Dialogue Report
CES 2009: Is the Connected TV a New Phase in Home Theater?
Consumer Electronics Industry Positioning in 2009
www.fortexgroup.com
For more information: Ephraim Cohen at +1-212-631-5823 orcohen@fortexgroup.com Copyright 2009 The Fortex Group Page
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HDTV-Related Topic Trends
Knowing the correct language to use when addressing on-trend topics is critical to a successfulcommunication strategy.At CES, there were three primaryways in which interactivefunctionality for TVs wasaddressed:
“
connected,
”
“
broadband
”
and
“
TV Widgets
”
(from Yahoo!). Of these,
“
connected HDTV
”
was the mostcommon terminology employedby both media and consumers.
Potential Story Angles
The following are editorial topics that media may look at related to HDTVs throughout 2009:
Saving energy
Saving money
New ways people are socializing at home
Web 2.0 becomes TV 2.0
The recession makes the home theater a mainstay of America
Recommendations
Center brand communications on products that best demonstrate
today’s
top-of-the-line quality alongside products
reflecting tomorrow’s industry
direction, allowing thebrand to be positioned as consumers
’
product of choice for while maintaining a forward-looking industry leadership position
Prioritize communications around leaps in quality and value along-side content deals
For consumer media, increase the focus on reference media
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