When people start to explore the changing nature of the TV landscape, they are instantly hit by a multitude of thought camps making differing claims about what the future of the industry, consumer experience, and technology will look like. Some will emphatically state that TV is rapidly becoming upended during a period of intense evolution and convergence. Others believe that small shifts have resulted in only minor changes. The truth is that the current and future nature of television is vastly complex and undergoing what could best be described as an ongoing yet subtle disruption. There has been no great "black and white to color" shift that has occurred, but a plethora of changes in consumer behavior and technology have set the gears in motion to change and converge television, the digital landscape, entertainment media, and the marketing that falls behind them all.
The best way to understand the most crucial changes currently taking place and analyze what the future of the space will look like is to evaluate the TV marketplace based on how these changes are occurring via novel behavioral and technological shifts. We will explore the top five changes in both to predict and understand where change is occurring and how marketers can capitalize on the potential in the growing landscape.