The next TV revolution – How social media will change TV

Social networks fulfill people's need to share content via the Internet and are thus having a lasting effect on current business models. But should social media be seen as an opportunity for TV, or will it cause TV to lose touch with customers, thereby reducing viewers' loyalty to particular shows? Dr. Holger Schmidt posed these and other questions in an expert forum he moderated at MEDIENTAGE MÜNCHEN (Munich Media Days). In his opening address, Tobias Schweiger, Project Manager at Roland Berger Strategy Consultants, outlined three key changes triggered by social media.

First, social media should be seen as complementary to TV. Secondly, TV consumption will become more dynamic and less linear, and thus social media will provide real-time advice. "Finally, social media will be another sales channel for content," explained Schweiger. Loyalty to individual shows and the infrastructure will gradually disappear. With the fundamental transformation of media consumption, TV companies will have the chance to involve viewers more in their program activities, according to Alexander Mogg, Partner at Roland Berger. "TV companies have to move away from the exclusivity of TV. Today's TV brands must be transferred to the world of social media," said the consultant. "TV companies should be bold enough to change, and also to accept and implement new models with a positive attitude."

Watch the discussion on youtube (in German)