Media Convergence
Let's face it people, media is all converging to the digital, interactive realm. Soon, there will be no difference between a TV and computer. Broadcast television will mutate into On Demand with co-branded sponsorships and embeded ads that can't be skipped... the networks will continue to exist but they still have to pay their bills, right?
TV shows will begin offering a rich blend of traditional storytelling and interactivity, with alternate endings and scenes that the viewer can control, much like the old "Choose Your Own Adventure" series. And those who don't participate in online ajuncts will fall behind on their favorite series when online becomes not a supplemental component to TV and film watching, but a pure extension that fully deepens the experience.
The challenge will become how to engage users at all skill levels. As in everything, some people will "play along" with the interactive elements more than others, but there will be a baseline entry point for media convergence where all fans will gather. How do you satisfy the needs of casual fans as opposed to hard-core ones who are always demanding more?
Content will have to become more stratified, and yet remain "tied together" in a holistic picture that tells an entire story. In other words, a casual fan needs to leave the experience with a richer understanding of the show WITHOUT missing any crucial story points that the more die-hard fans will surely pick up on.
Recaps, online summaries and catch-ups, walkthroughs and the like will become more and more important for more casual users. This type of content will appear both online and On Demand through at-home set-top boxes where they can be accessed through cable systems' menu functions.
It's all happening. The world is ready. Are the networks? Some are more than others, for sure.
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