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SXSW Interactive 2015

The Decline And Fall Of Linear Television

TV has classically been organized into numbered slots of linear content called “channels”. As it turns out, this is no longer a technological requirement. It is only held in place by inertia and industry wagon-circling. With the advent of new technologies, particularly OTT (“over-the-top”) platforms and services, the tide is beginning to turn.

A generation of “digital natives” is rising that expects content on-demand. These audiences expect interactivity. They expect seemingly unlimited choice. And they are increasingly rejecting the notion of expensive cable bundles.

As the landscape shifts, how will brands reach consumers in a world where 30-second spots don’t have the reach or effectiveness they once did? How can the new formats and tools currently emerging be used to drive awareness and commerce?

This panel will feature very short intros from folks working directly on building the future of TV followed by a lively discussion of where the medium is headed.

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  1. What technologies are poised to fundamentally change the way audiences consume content in their Living Rooms on their TVs?
  2. How will this affect brands and marketing, insomuch as the classic concept of the 30-second spot is still so important to reaching audiences at scale?
  3. What opportunities exist to drive Living Room commerce, the prospect of consumers shopping from their couches and making easy purchases directly from content?
  4. How will this trend affect the big cable and telco providers, and what are they already doing to prepare for the future?
  5. How big a deal was the Aereo defeat at the hands of the Supreme Court?



Andy Maskin, Program and Platforms Director, FCB Garfinkel

Meta Information:

  • Event: Interactive
  • Format: Panel
  • Track: Branding and Marketing
  • Level: Intermediate
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