Dick Pelletier: What happens when Internet-delivered TV gives viewers complete control of scheduling, content, and commercials? The world is watching.
Content – Since the creation of moving pictures and the advertising market it presented, television has been a source of profits, controlled originally by three broadcast networks. In 1975, the number one show, All in the Family, captured 30 percent of homes; and cable, just beginning to appear in some of the larger cities, served only as new technology that improved reception.
Today, those numbers are shrinking. Last year’s top-rated CSI appeared in only 16 percent of households; three broadcast networks have grown to six, and cable and satellite carriers now deliver over 300 channels. VCRs and digital video recorders (DVRs) make it easy to watch programs anytime, and even skip commercials.
For years, traditional broadcasting has delivered tens of millions of eyeballs to hungry advertisers, but no longer able to exploit a broad captive audience; the industry must now invent new strategies.
Soon, every movie and TV program ever produced will be on the Internet. On demand, DVRs will deliver any program or movie we wish to view.
Future “Google-like” data systems will serve up relevant commercials that match our interests, including “product placements”, items digitally inserted into programs at local cable centers. We might see Teri Hatcher drinking a lot of Pepsi, but this could spell the end of “commercial breaks”. Ads will be more compelling, as they only include products that interest us.
Future “Google-like” data systems will serve up relevant commercials that match our interests, including “product placements”, items digitally inserted into programs at local cable centers. We might see Teri Hatcher drinking a lot of Pepsi, but this could spell the end of “commercial breaks”. Ads will be more compelling, as they only include products that interest us.
Intelligent programs will recognize shows we view completely and those we never finish, as well as which commercials we watch or skip. Eventually, this system, an advanced TiVo of sorts, will understand our viewing preferences, suggest additional programs we might enjoy; and enable advertisers to display only the products we like.
Hardware – in 1965, yours truly purchased his first color TV; a 15-inch console made of solid wood. This beautiful furniture piece attracted neighbors and friends who gathered around to stare at the magical pictures with flesh-like tones.
What will future TVs look like? Organic light emitting devices could become the next breakthrough in displays. Forget mounting large monitors, this amazing technology can turn any wall into a high-definition screen.
By 2010, we will finally say goodbye to confusing remote controls; on-screen lifelike 3D avatars (virtual assistants), that speak perfect “human” will become our primary interface with technologies.
These “smart” creatures, resembling a favorite celebrity or loved one, will answer questions, negotiate Internet transactions, and help control our electronics – “true service with a smile”. Later, holography will allow avatars to jump off the screen and follow us around the house.
By mid-2020s, nano-size electronics inside “active contact lenses” will display TV, Internet, and phone calls directly onto the retina, bypassing screens entirely. We will access programs using only our thoughts, and by 2030, “neuro-bots” will create simulations indistinguishable from reality.
At this point, we will be able to download a program like Star Trek Holodeck and literally dive into action. Any scene our mind envisions would seem real: we could relive when we first met our mate, or conjure up some wild new adventure.
Get ready to enjoy a truly “magical future”.
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