June 2011
From a Report on CES2011 and User Surveys
Koji Ogawa
The 2011 International CES (consumer electronics show) was held in January this year, where “smart televisions” which are not only capable of Internet connection but also equipped with various types of applications, and/or social network functions attracted much attention. Smart TVs’ tie-ups with smart phones are also promoted, indicating that video-viewing style on the premise of web-connected TV is becoming a shared focus in the world’s major consumer electronics businesses.
Japan also sees a gradual expansion of web-connected television, prompted by the spread of VOD distribution of broadcast programs, such as acTVila and other TV portal services run by platform operators as well as “NHK on Demand.”
Will television’s web connection further expand in Japan? If so, what types of changes in TV-viewing styles will be expected? In this article the author discuss the future of television in an age of internet connection by presenting examples of advanced cases abroad and on the findings of field research conducted in the United States that includes interviews with web-connected -TV users.
In the 2011 CES, latest usage of diverse applications on TV screen were introduced, with “Smart TVs” developed by two Korean campaniles, top two manufactures in the flat-screen television market share, as well as “Google TV” and other web-connected televisions. While manufactures and telecom carriers promoted various types of services, strong needs of users who wish to freely acquire information and video contents were felt.
Just as the advent of remote controls in the 1970s allowed TV viewers have “freedom of selecting channels” symbolized by zapping, the advancement of Internet environment surrounding television gives them “freedom of selecting contents,” taking a step further. Some remarks by US consumers such as “The best thing about watching TV via internet is we are not limited by what the broadcasters want us to see”(smart-TV user)
and “I check the Internet for news because TV news make me sleepy” (in an group interview for youth) suggest that Internet connection of television brings about an initiative shift to viewers, which will give the users a higher level of freedom.
It also mean that not only “freedom of selecting contents” but also “freedom of selecting terminals” will be enhanced, which will lead to a various types of “borderlessness;” channels get borderless, contents get borderless, terminals get borderless, viewing areas get borderless, etc.. Thus, a borderless world will advance in everything. In an age of internet connection, broadcasters are required to enhance the user’s freedom level, starting from selecting when, where, and with what terminals to watch television, in order to provide a right amount of information and choices the viewers really want, which will be achieved only by listening to the viewers’ voice earnestly.