While we've all heard whispers of the mysterious entity known as Google TV over the past year or so, but just this week we've heard the main man, Google chairman Eric Schmidt, speak what he believes the future of the platform will be. Mister Schmidt spoke the MacTaggart Lecture at the Edinburgh International Television Festival, speaking broadly to broadcasters all over the land, warning them not to be left in the dust as internet connectivity becomes the must-have of any television-like entertainment system of the future. Watch his entire lecture on the subject below.
As Schmidt attempted to make clear, "you ignore the Internet at your peril," continuing on to note that "the Internet is fundamental to the future of television for one simple reason: because it's what people want." Wasting no time in dropping down knowledge upon the world, Schmidt reminds us that we've always wanted more control over what we view and how we view it. Remember when the VCR came out? I don't, but I sure can imagine. Same goes for the ATARI, the Commodore 64, and for me, the original Nintendo. Schmidt lets us know that the future is all about choice:
Online, through a combination of algorithms and editorial nudges, suggestions could be individually crafted to suit your interests and needs. The more you watch and share, the more chances the system has to learn, and the better its predictions get. Taken to the ultimate, it would be like the perfect TV channel: always exciting, always relevant — sometimes serendipitous — always worth your time.
The keys to this kingdom, Schmidt reminds us, are the second, third, and fourth screens with which the viewer is interacting with friends, controlling the main screen, and tagging their activities in real time. Watching live television while speaking about what you're watching with people all around the world can add a mighty incentive indeed - as evidenced through the Twitter tags of the 2008 Presidential elections, amongst the most-viewed in generations.
Measuring the profitability of television shows and interactive elements will become much more effectively done, ad placements more personal, and multi-screen campaigns a brand new element in the brand-heavy world. Schmidt added that "History shows that in the face of new technology, those who adapt their business models don’t just survive, they prosper." So true, ladies and gentlemen, so true, but is Google the right boat to sail in on?
Sure, why not? Let's hear Schmidt on the matter:
Next have a look at Google TV as they presented it originally back on May 18, 2010, and explore our big [Google TV] portal. Look enticing enough to work in the future?