Paul Lee: "hybrid television responds to the requirements of each of the parties involved" Hybrid TV, challenges and new business models that is bringing This trend have been analyzed in the presentation made by Paul Lee and Luis Jimenez Guerrero of Deloitte in Broadcast IT Experience conferences taking place in IFEMA.
The future of television is heading towards an interactive environment where content will be the true protagonists. An ecosystem marked by the requirements of the users, since they will be to decide the type of content that want to see where they want and at any time. And, although television, with increasingly large screens, will be the dominant media, a wide range of possibilities opens with other types of devices, such as smartphones and tablet, which are positioned as a complementary alternative opening new sources of business.
The way in which the public sees television has not changed much in the last 30 years. Says Paul Lee, responsible for research, technology, media and telecommunications of DeloitteThere will be more choices but we will continue with our current habits. The emergence and development of new devices does not alter the traditional model of television consumption. Television consumption continues to grow, consumers continue to call content alternatives but still consuming mostly linear television.
The difference between the way of watching TV ten years ago and how does today is only 1%, its been a decade 88% of television was in the room to be compared with the current 87%.
Hybrid TV, as an initiative of the industry, tries to rationalize the evolution of television, offering an enrichment of the content and providing an answer simple and technologically integrated user with homogeneity of development for broadcaster and f bricantes. "People want television to be something much more flexible, and also something much more accessible; and I think the industry will respond to all this in a very positive way and there will be more ways to watch TV that there are now "explains Paul Lee.
What has changed is the way in which people receive the signals. Before it was overland, through antennas on houses, today will receive television programs by many different media: antenna, satellite, cable, Internet... "The understanding of all this is very confusing for the consumer, and which tries to make the hybrid television initiative is therefore to simplify all of that so that the consumer receives good content but without all the work involved in making all the technologies work together."
One of the most interesting features of the hybrid TV is allowing each person decide what it wants to be television. Everyone can set their own schedule, choose what you want to see. Thus, while the massive programs continue to have massive audiences, which are more than minorities may also take his chance.
Second screen as an alternative
Among the latest trends that have made its appearance in the market, one that is leading to more disputes is the impact of the second screen, which for Luis Jim nez Guerrero, managing partner of Media at Deloitte Spain, "is a phenomenon that both Paul and I see as a complement and not a substitute. Not not only threatens the leadership of consumption in the traditional screen but it offers great possibilities of interaction".
For Lee, the trend is that the users will continue betting on big screens and mobile television will be retained as an alternative. "Every time we find more people watching television when you are working, on the train or the metro. But this is only an alternative plan, if they could not see what they wanted, when they wanted to, on your television set." And it argues with the fact that more and larger television sets are sold so dont think "who by default or by choice want to watch TV on small screens".
In regards to the interaction, there are already some experiences as The Million Pound Drop that allows you to play while you are viewing the program and integrate the results into the script of the program. To Lee, these are applications that have not had a great impact at the hearing and that his future will be very sector, very of niche "that can be very useful for some programs, but to transform radically the way in which we see the TV".
New forms of broadcast advertising
Another advantage of hybrid television are new forms of business open to television advertising that he began to become stagnant, but "with a return channel on television, with the ability to see what people see and search, and with new ways of transmitting the same advertising, you can start to innovate", comments the head of researchTechnology, media and telecommunications for Deloitte.
These innovations include the targeted television advertising that enables direct advertising according to the audience. Offering what look for the public response will be more satisfactory to the owner. "Two of the most interesting areas that we see are the relationship of understanding of what people are watching what you are looking for and, secondly, through the issue of targeted television advertising even to specific families."
4K will be available in 2014
Other emerging innovations is the ultra HD, also known as 4K standard. A technology that has already made its appearance in the market but whose equipment is not expected to be begin to market until 2014, coinciding with the next World Cup in Brazil.
In terms of the way how will transmit 4 k all indications are that it will be via satellite, in confluence with the new standard HEVC (High Efficiency Video Codec). This will allow streaming video to about 20 MB/sec with quality 4 K. "what can be expected for 4K is satellite at first, then online." Here is where you can really appreciate the advantages of having hybrid television initiative, because you can start to select the best way of produc
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Paul Lee: "hybrid television responds to the requirements of each of the parties involved" Hybrid TV, challenges and new business models that is bringing This trend have been analyzed in the presentation made by Paul Lee and Luis Jimenez Guerrero of Deloitte in Broadcast IT Experience conferences taking place in IFEMA. 
