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Communicate No75 March11 - Future of TV

Communicate No75 March11 - Future of TV

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Published by Lex Bradshaw-Zanger

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Published by: Lex Bradshaw-Zanger on Mar 08, 2011
Copyright:Attribution Non-commercial

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05/12/2014

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Inassociationwith
AdvertisingAge.
ommunicate
ThemarketingandadvertisingresourceMarch
20n
IssueN°75www.communicate.ae
Getinthegame:
Sport
360'sMichaelChalhoubonthepaper'splaybook
Page64
Phygitalfocus:FP7'sTomRoychoudhuryonhowEgyptorganizesprotests
Page68
Strong
Lynx:
SteveLaneonhishopesforthismonth'sbigawardsshow
Page34
HowtechnologyIschangingtelevisionandwhatadvertiserscandotokeepup
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AWARDS
Glassact
LastmonththeMENACristalskickedofftheMiddleEast'sawardsseason.
Communicate
joinedthepartytobringbackthenews,gossipandcontroversy.Plusashowcaseofwinningwork.
(Page
42)
PRINT
Rollwithit
It'snotallsex,drugsandrockandrollfor
RollingStoneMiddleEast
publisherWarefHawasli.He'sinterestedinadvertisingtoo.WefindoutWho'sbuyingspaceinhismagazine,andwhyhe'sbankingonabrandaudit.
(Page
48)
AGENCIES
There
will
beflood
WhenitrainedinJeddahinJanuary,thewatersroseandwreakedhavocinthecity.Agencystaffwerestrandedintheirofficesorleftswimmingtodryland.Wespeaktoadexecstofindouthowtheycoped.
(Page
36)
CAMPAIGN
Callof
the
wild
 
ThebIg
re
COVERSTORYIMARCH2011
Televisionischanging,WespeaktoindustryexpertstofindoutwhatadvanceswecanexpecttoseeintheMiddleEast
by
SidraTariq
R
ememberwhenyouhadonetelephoneandonecomputerathomethateverymemberofthefamilyshared?Nowmum,dad,brotherandsisterallhavetheirowncellphonesandlaptops,withtheaddedconvenienceofportability.Untilafewyearsago,televisionwasalsoastatic,shareddevice.Butastechnologydeveloped,andprices-ofhardwareandbandwidth-dropped,peoplestartedtoconsumevideocontentondesktopsandlaptopsaswell.NowyoucanhaveyourownpersonalTVtoo,andnotjustinyourbedroom.SmartphonesandtabletdevicessuchastheiPadcanplayrecordedvideos,andevenstreamlivebroadcastsdirectlytoyourhands,whereveryouare.Overthefollowingpages
Communicate
talkstoregionalexpertsaboutwhatdirectionTVwilltakeinthenextfiveto10years,andhowviewerswillchangethewaytheyconsumecontent.Wealsolookatwhatmethodsadvertiserswillhavetousetoreachtheiraudience.BassemMassoud,regionalmanagingdirectorofMagna-amediaagency,partoftheMiddleEastCommunicationsNetwork(MCN)-says,"Eveninmostadvancedmarkets,withmultipleoptions,peoplestillwatchTVforanaverageofthreetofourhoursperday."Accordingtoourexperts,televisionwillseesomemajordevelopmentsaroundtheworldwithinthenextdecade,buttheregionwillnotseeadramaticchangeanytimesoon.Onede-velopmentthatwillcertainlybeseenisthatviewerswillhavemorechoiceandcontroloverwhattheywanttowatchandhowtheywanttowatchit.Below,welookatdevelopments,trends,issuesandchangesthatwillshapetelevisionconsumption.
HIGH-DEFINITIONTELEVISI0f)!(HDTV)
MelwynGonsalves,groupmediadirectoratmediaagencyUM,saysthedevelopmentwearemostlikelytoseefirstintheregionisagrowingpres-enceofhigh-definition(HD)television."ThisisquiteprevalentinmarketssuchastheUSandEurope,butstillinitsnascentstageintheMid-dleEast,"hesays."AmericanNetworkssuchasABC,CBS,NBCandFoxhavechannelsbeingbroadcastinHD.BritishnetworkssuchasBBCandSkybroadcastinHD.Atotalofabout60channelsareavailableinhighdefinition,"headds."Andwedon'thavemorethanaboutfiveHDchannelsintheregion."
3DTELEVISION
"Ofallthemajortrendsbeingdiscussed,3DTVisbyfarthebiggestandmostpromising,"saysGonsalves.Lackofavailabilityofgood3Dcontentandthehassleofusing3Dglassesarelimitingfac-tors,headds,butthesearebeingslowlyaddressed.While3DTVwillbethe"biggestpush"worldwide,uptakeintheregionwillbeslower.(See"Raiseyourglasses,"page30,formoreon3DTV.)
WEB-CONNECTEDTV
Gonsalvespredictsthekillerdevelopmentisgo-ingtobeWeb-connectedtelevision,alsocalledInternetTV.ConsumerswillbeabletoaccesstheInternetandvideocontentonlinethroughtheirTVsets,viabuilt-intechnologyorset-topboxes.Suchtechnologycanenableviewerstosearchforcontentonlineandviewitattheirownconven-ience.Theywillnothavetobetiedtoscheduledprogramming,andcontentproviderswillbeabletomakeconsumers'viewingexperiencemoreinteractive.ConvergenceofTVandtheInternethasbeentriedbymanycompanies,butGonsalvessaysarecentventurebyGoogle,SonyandIntelseems....
Communicate
I21

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