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TechTalk: The TV Edition

by GfK Technology , 08.08.2012

The TV edition of our magazine, TechTalk, is now out, exploring current trends, issues and market developments affecting technology organisations today.

It’s difficult to think of a technology that has been more important and influential than TV.

For a large part of the twentieth century, TV played a key part in many of our lives, entertaining and informing, serving as a virtual fireplace. The latest technology evolutions, such as Connected TV, have the potential to completely change this TV-viewing culture and experience. Today, we can choose from an almost limitless selection of content, challenging a past era of restrictive, scheduled viewing. Additionally, the rise of the ‘second screen’, mainly in the form of smartphones or tablets, has added a new dimension to TV viewing, enabling us to engage with content in new ways.

This edition of TechTalk explores how these emerging technologies have been adopted globally and have changed TV-viewing behavior, sharing highlights from our global survey. We also look at upcoming developments, such as the exciting opportunities presented by natural user interfaces and the emergence of new creative ‘indie content’.

The role of advertising in this multiscreen landscape deserves particular attention as it offers effective ways for industries to build brand relationships with consumers through more active engagement.

Finally, as smartphones enter the TV space as first and as second screens, it’s worth looking at the developments of smartphone apps and the trends we are seeing across the consumer journey for these devices.