The impact of ‘smart TV’ from the broadcaster’s perspective

Julia Lamaison, insight director at GfK Media & Entertainment, asks: How do broadcasters ensure they are not left behind in a world that puts the control in the hands of the audience?

Traditionally the role of the broadcaster has been a fairly two dimensional and linear one: broadcasters transmit programmes… and audiences watch them.

Up until now, the audience relationship with the TV has been largely determined by the broadcaster and its scheduling department – we are offered entertainment on Saturday evenings, soaps in regular weekday slots and news at regular intervals throughout the day, lest we miss out knowing what is going on in the wider world.

But the growing penetration of smart TVs with their ability to seamlessly offer a choice between the linear schedule and the vast library of catch up, on-demand and thematic offerings available online will mean that the linear schedule really is a thing of the past.

Now we can watch what we want, when we want it… and on the big screen in the living room, rather than on smaller screen devices such as a laptop, iPad or mobile.

So how do broadcasters ensure they are not left behind in a world that puts the control in the hands of the audience and that they also monetise the new opportunities of a cross platform relationship with the viewer?

Firstly, electronic programme guides, recommendation engines and search will also need to get ‘smart’. Clear signposting to content will be more vital than ever before, and those that get it right will be those that retain a loyal relationship with their viewers.

Secondly, content will need to engage and excite audiences. England’s exit from Euro 2012 may have been an inevitable prediction by the pundits and bookies, but the live audience for England vs Italy averaged 20.3 million and was the biggest TV audience for some time, beating all the Jubilee events as well as last year’s Royal Wedding. However ‘smart’ the apps become, the TV will still be the key device with the ability to engage us both as a nation as well as in our own homes and families.

Thirdly, broadcasters will also need to think ‘smart’, providing content formats that fit with the changing patterns of audience demand… and no longer how the schedulers determine our viewing habits.

GfK Media and Entertainment is partnering with Deloitte on this year’s “TV Perspectives” report for the Media Guardian Edinburgh TV Festival.