In 2007, Forbes Magazine dubbed Nokia the “king of mobile.” Who would have ever thought they would be struggling 10 years later to make ends meet? One could make many speculations as to why, but therein begs two key questions: Did they innovate? And were they too rigid to adapt to the changing market?

In the face of video-on-demand (VOD) services, many say the same could apply to the TV industry. This, with a lack of content discovery developments, could lead to a bitter end.

Increasingly, consumers spend more and more time searching for content than actually watching it. About an hour per day is spent searching for what to watch on TV or on demand, a problem that shouldn’t exist with the technology we have available to us today. What consumers usually find when they search for content are text description and images, provided to them through various platforms that subscribe to enriched metadata. What they seldom will find, however, is the most effective information asset available on which to base viewing decisions: trailers.

There are many speculations on where TV is headed. By 2020, it is projected only one in 10 consumers will be watching TV as couch potatoes become less and less of an occurrence. This is being spearheaded by the next generation, with the average length of viewership around six hours per week, and 16-19-year-olds spending almost 10 hours per week watching on demand.

Regardless of where and how consumers view content one thing is certain: broadcasters will keep producing TV shows and those TV shows will be promoted with trailers.

PromoMii is a UK-based tech platform that allows for TV broadcasters and digital platforms to meet. The company collects trailers from TV broadcasters and makes them available to consumers via TV service providers, set top boxes, EPGs, websites and apps.

Tags: promomii


  Save as PDF