MIPTV 2017 Preview: Umay Ayaz, Head of Acquisitions, Global Agency

As the world changes, television trends and viewing habits change, too. Everyone admits that TV was a little late in coming to the digital party and that the high tech world revolutionized our lives. These technological developments brought about not only various digital platforms, but also a new market with numerous kinds of content. Whether the vast amount of content led to new platforms or vice versa is still up for debate.

Social media has limitless possibilities. Any user, regardless of their gender, location, language, religion or ethnicity can watch and share anything they want. This has given social media an advantage over television. What we see in the industry today is the effort to maintain the same traditional formats and assimilate them into social platforms. In my opinion, more content does not mean success for either side, so there is no need to push either towards each other. Otherwise, we might encounter several inconveniences. For example, games suited for smartphone screens are not optimized for larger TV screens, or console games do not work properly on smaller screens. It is probably for the best to let each platform serve its own audience.

At this point, television channels and social platforms should seek to reinforce themselves based on their differences regarding content and target audience and develop their own platforms in terms of technical capabilities and quality rather than letting the other have a negative impact on them.

At the end of the day, television will be present in our lives in one way or another, sometimes improving and at other times repeating itself. Also, it is equally accurate to say that alternative platforms will continue to grow at full pace in parallel with technological developments and ever-changing demands. The driving factor leading to such fast growth is the ability of digital media to feature ads and promotions of various sorts.

Sure enough, television and mobile applications are capable of flirting with each other, but it is important to do this without confusing the audience, losing their interest or losing them altogether. Online content, on the other hand, is a totally different subject, where companies must collaborate with experts and work with a non-traditional frame of mind.

I don’t find it particularly acceptable to merge television and a second screen. I even think that this leads to a situation where television might lose its audience. I believe that the content broadcasted on TV should be watched on a television. Think about it - you would not watch a science fiction or an action movie with lots of special effects on a mobile phone or a tablet instead of going to the movie theater. Each screen is a different platform regarding its content and audience. Also, each audience has different media habits. Linear TV viewers are traditionally older, more leisurely and have the ability to sit in front of the TV for hours without getting bored. They are not distracted with other media while watching TV.

Despite the fact that there are still people who do not spend time on Snapchat, Facebook, Instagram or follow digital trends, mobile applications reach almost everyone and pose a serious threat to television. One of the best ways to take advantage of this situation is to make TV more watchable by offering unconventional ways to watch TV and making this experience desired by a broader audience. Another way is to act as media giants do and adapt the content to digital platforms and, consequently, manage to exist in the digital realm.

Television, mobile applications, digital platforms, social media and others have their own loyal and sustained audience even though it is hard to remain loyal to a platform in these times when we are encouraged to live, watch and consume faster. And, since people tend to consume in an high speed, web-based shows have gained more power and popularity. On the other hand, TV strikes this younger, social-media-addicted audience as incredibly dull and outdated. Rather than sitting in front of a screen, it is trendier and more preferable to follow everything, read the news, socialize, see pictures and get likes on platforms that are constantly updated. Therefore, it makes sense to identify your target audience with precision, produce content to their liking and publish this content on platforms they prefer the most. I think traditional and digital must be kept separate instead of being forced to merge, since this is the only way both can continue to exist.

At Global Agency, we work with partners in almost every country in the world and are as discerning as possible when adding a TV format to our portfolio. We take care to use formats suitable for, and adaptable to, any target audience in each country. We aim to make things easier for hundreds of production companies and TV channels worldwide. Each year, we read, watch and assess approximately 500 non-scripted formats and we are always open to listening to what their owners have to say. We organize both local and global contests to encourage content and format creators.

Where creativity meets courage, one can find success. With this in mind, we reach content creators around the world and support them with all our means. Here, I believe that we must take risks, be open to innovation and support new ideas. Unfortunately, creativity dies if you take the road oft taken. In this sense, leaders of the sector must take initiative and do everything in their power to motivate the creators. I hope that, this way, traditional television can improve and reach a level where it can be a rival to digital media.

At MIPTV 2017, television will of course be the main star, but we will continue to see more about applications, second screens and online shows. This environment will urge attendees to look for new types of content for the production companies that must satisfy digital-addicted viewers. TV is not going away, but will it continue to be the main star ten years from now?