Interactivity is a pretty loosely defined term when it comes to media and entertainment. At the June 14 Transforming Home Entertainment (THE) Summit in Los Angeles, some of Hollywood’s brightest will look to better define what it means.
In the keynote conversation “What Does Interactive Really Mean?” John Canning, VP of interactive experiences for NBC Universal and co-chair of events for the Interactive Media Peer Group of the Academy of Television Arts & Sciences, and Seth Shapiro, CEO of New Amsterdam Media and governor of the Interactive Media Peer Group, will take a deep dive into one of the more interesting advantages of digital media.
Interactivity impacts content across the supply chain — from creation to distribution to consumer engagement — and whether it’s linear or on demand, no content is off limits. Viewers today can manipulate, alter, interact with and affect the content via platform-specific or multi-platform delivery services, opening up more engagement, more revenue opportunities, and — maybe most crucially — more loyalty.
However, interactivity — something that’s been promised for content since the early days of online — has yet to transform the entire TV viewing experience in the ways some had hoped. It didn’t prove revolutionary either when smart phones proliferated, with second screen content apps proving to be “nice to have” instead of “must have.” Yet, today, with OTT distribution blowing up, interactivity may finally have the outlets it needs to live up to its potential.
Canning and Shapiro will look at how interactivity has evolved, and where it’s headed next.
The 2016 THE Summit is produced by the Media & Entertainment Services Alliance (MESA), and will be sponsored by My Eye Media, Rovi and Deluxe. To register, click here.