近日,安永发布媒体与娱乐业报告《电视的未来》,阐述了媒体和娱乐企业应如何应对一个由消费者掌握主导权的时代。报告提出驱动电视业未来的六大趋势:一是电视节目和故事情节设计将发生演进,以更好地利用全平台环境。打造这一体验的关键技术因素是实现屏幕间同步的元数据。然而,这将影响媒体企业供应链上的几乎每一个系统,涵盖内容创意、制作到销售、流量和发行等各个环节。二是泛在屏幕将要求内容更具移动性。随着屏幕和观看视频的成本不断降低,使用场所不断延伸—在家中、车上乃至公共场所,市场将需要能无缝跟随观众前往任何位置的内容。三是社交动态和协作体验将驱动产生更多事件性的节目。成功内容制作的一个秘诀是,如何充分挖掘某一节目的社交体验,使 In recent days, Ernst & Young released the media and entertainment industry report “The Future of Television”, explaining how media and entertainment companies should respond to an era in which consumers have the dominant power. The report proposes six major trends that will drive the television industry in the future: First, the design of television programs and storylines will evolve to better utilize the full-platform environment. The key technical factor in creating this experience is the metadata that enables synchronization between screens. However, this will affect almost every system in the media company’s supply chain, covering everything from content creation, production to sales, traffic and distribution. The second is that the ubiquitous screen will require content to be more mobile. As the cost of screens and videos is constantly decreasing, the use of places continues to expand—at home, in cars, and even in public places, the market will need to be able to seamlessly follow the audience to any location. Third, social dynamics and collaborative experiences will drive more event-producing programs. One of the secrets of successful content production is how to fully tap into the social experience of a program to make