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The Future of TV

End of the :30 spot!

or is it??

³End of the :30 spot!´

³TV is dying!´

Study 1: TV Deprivation

Study 2: Digital Natives

Study 3: Bleeding Edgers

TV¶s 9 Genes
‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Passivity Conversation Water Cooler Currency Social Stimulation Fantasy Passion points Participation Consumerism

Scenario 1: The Couch Potato

What are you in the mood for?

Scenario 2: The Social Butterfly

TV will be portable

Scenario 3: The Culture Vulture

Scenario 4: The Fan

The future is already here ± it is just unevenly distributed.

- William Gibson

Thank you!

Domenic Venuto, Managing Director, Head of Media & Entertainment Practice

Andrew Pimentel, Strategy Director