In an interview with Rapid TV News Spain, Alex Marquina Doménec, commercial director of New Business and Digital Media at TV3, said he believes that Social TV will cause a change in media consumption habits.
“Basically, we have spent years debating changes that will occur and many have not yet realized that changes are occurring continuously. Some people expect a tsunami, when what is happening is more subtle, a large tide invading earth slowly, gradually, without stopping. Some people can tell when the water reaches their ankles and others only notice when it enters their mouths,” Doménec said.
The world of television is in the process of transformation, as happened a few years ago with the music industry and the press, but the main difference is the volume of business in the world TV advertising market, close to a 40% share of global investment. “The unstoppable advance of broadband TV modifies the ecosystem irreversibly; there will be 900 million connected TV households in 2016, that is 60% of the world population who will access audiovisual content over the Internet,” he adds.
This changes everything, according to Doménec, as access to on-demand content and social applications will cause a major structural change, moving from mass advertising to a more personalized form. Social TV will definitively cause a change in media consumption habits as “the new hyper-networked devices facilitate the exchange of information, tastes and perceptions,” he concluded.