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Future of Television
Sweeping Change at Breakneck Speed
Cisco Internet Business Solutions Group (IBSG) January 2013

Cisco IBSG 2011 Cisco and/or its affiliates. All rights reserved.

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Internet Business Solutions Group

The Future of TV Is Already Upon Us


Three Key Drivers Will Permanently Alter the Entertainment Landscape
Ubiquitous broadband Advances in screens, interfaces, and AI

Content explosion Business-model pressure

Drivers of Change

Time-shifting On-the-go content consumption


Source: Cisco IBSG
Cisco IBSG 2011 Cisco and/or its affiliates. All rights reserved.

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Internet Business Solutions Group

Coming Soon to a TV Near You: Television Experience Transformation


And There Are Opportunities for Industry Players Today
Ads get personal Creation goes viral Channels go away? Regular Joes go Hollywood TVs give way to screens anywhere

Watch together virtually

Is it real, or is it television?

Dont just watch, get involved

Kiss the remote goodbye


Source: Cisco IBSG
Cisco IBSG 2011 Cisco and/or its affiliates. All rights reserved.

Your TV follows you


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TVs Give Way to Screens Anywhere


Before Long, Well Watch on Any Flat Surface
Everyday objects double as
viewing screens
Faster (30%)

Content can be resized and


placed anywhere (bathroom mirror, living-room wall)

By 2030 (30%)

Integrated entertainment,
home monitoring/control, email, social media

100% Experts Agree

Slower (40%)

Today
IP-connected TVs TV on PCs, smartphones Embedded screens (e.g., walls, paintings) Pinch & pull to size Flexible screen shapes & materials Bidirectional screens

Future
Holograms

Source: Cisco IBSG


Cisco IBSG 2011 Cisco and/or its affiliates. All rights reserved.

Cisco Public

Internet Business Solutions Group

Your TV Follows You


Wherever You Go, Watch Your Own Personal TV Content on Any Screen at Hand
Pay only one time and view your
personal content anytime, anywhere
Faster (43%)

Use any available screen to


watchyour home TV, a hotel TV, or the seatback on the bus
By 2030 (37%)

93% Experts Agree

Shift content seamlessly across


devices (e.g., from smartphone to a TV at friends house)
Today
TV Everywhere Portable device adoption
Source: Cisco IBSG
Cisco IBSG 2011 Cisco and/or its affiliates. All rights reserved.

Slower (13%)

Future
Optimized QoS & bandwidth-ondemand for mobile Content rights on any device Seamlessly shift content across devices Public screens with auto authentication Mobile phones as holographic projectors

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Is It Real, or Is It Television?
Tech Advances Will Bring New Sensory Elements to Programs
Viewers not only watch
shows, but smell, feel, and taste them, too
Faster (17%) By 2030 (33%)

More lifelike program images


(Super HD, life-size holograms)

90% Experts Agree

Viewers choose their


perspective (via 360-degree camera angles)
Today
3D Sensory feedback in games 3D without glasses 8K displays 360-degree camera angles Smell reproduction

Slower (40%)

Future
Life-size, full-motion holograms

Source: Cisco IBSG


Cisco IBSG 2011 Cisco and/or its affiliates. All rights reserved.

Cisco Public

Internet Business Solutions Group

Dont Just Watch, Get Involved


Characters Will Step Off the Screen into Viewers Lives
Fan involvement grows from
simple to immersive
Faster (39%)

Viewers shown additional


scenes based on profile, preferences
Should I pass or shoot?
By 2030 (32%)

87% Experts Agree

Characters engage with


fans outside of the storyline
Slower (16%)

Today
TV linked to social network fan groups Fan "rewards" built into participation Personalized viewing based on parental controls Consumer involvement impacts plots Interact with characters in Second Life TV "friends involved in your life through AI, AR

Future
TV "friends" are lifelike

Source: Cisco IBSG


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Cisco IBSG 2011 Cisco and/or its affiliates. All rights reserved.

Ads Get Personal


Contextual, Highly Interactive, and Laser-Targeted
30-second spot replaced by
dynamic, personalized product placement
Faster (30%)

Placement based on individual


preferences & behaviors

By 2030 (20%) Slower (33%)

83% Experts Agree

Zero-in for more information;


push product details to nearby tablets or smartphones
Today
Goggle Adwordstargeted ads on search Some interactivity (BBC red button)
Cisco IBSG 2011 Cisco and/or its affiliates. All rights reserved.

Future
High-resolution, Telescoping location-specific ads ads and promotions

Individually targeted advertising

Dynamic product placement

Facial recognition feedback tracks viewer reaction to ad


Source: Cisco IBSG

Cisco Public

Internet Business Solutions Group

Channels Go Away?
Well Watch Personal TV Streams, or Access Content Through Search
On-demand, personalized, but
Jos Sports Jos Movies

branded content (Pandora-like TV)

Faster (61%)

Jos Entertainment

Recommendations based on
past behaviors and social networks
Jos TV Shows

100% Experts Agree


By 2030 (32%) Slower (6%)

Combined on-demand / realtime, UGC / professional, OTT / walled garden

Today
DVRs mainstream Netflix UI
Source: Cisco IBSG
Cisco IBSG 2011 Cisco and/or its affiliates. All rights reserved.

Future
Recommendation engine UI incorporates friends favorites Integrated media interface Personalized linear TV Mood TV

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