"Unrestricted actions - ensuring accuracy in execution"
In the ever-evolving world of media, Tobias Schiwek, CEO of We Are Era, is leading the charge in the international business of this pan-European hybrid of a studio and talent agency. We Are Era is not just a company, but a strategic consultant and content producer for brands, broadcasters, platforms, and NGOs, bundling reach, talent, data, and content under one roof.
Today, social media has become a crucial part of the television landscape. While certain TV contents may face challenges in social media, platforms like Instagram, youtubetv, and TikTok are transforming the way we consume and engage with video content. These platforms, particularly TikTok and its contemporaries, currently dominate the attention economy.
Social TV, as this new form of media is often referred to, is today's MTV, offering a blend of open channels, a bit of cinema, and the dynamic energy of the digital world. The choice of the right platform for a broadcaster depends on the topics, whether the broad masses are to be reached, or speed or interaction is to be prioritized.
People are increasingly following creators across platforms, collectively nurturing intellectual property and building communities. This trend is particularly evident among the younger generation, with 14-year-olds proving that success and financial stability can be achieved by focusing on their community.
Brands can also thrive in social media environments, and merchandising becomes important, especially when creators serve a very cohesive and homogeneous community. This is a significant shift from traditional broadcasting models, where brands were typically associated with specific programmes or time slots.
However, broadcasters cannot afford to only operate within the temporal audience flow of classic program scheduling. They must think in communities that should orient themselves less towards target groups and more towards topics, life attitudes, and areas of interest.
Content and faces found in these communities can pay off for the original TV program. For instance, the ORF-ZIB yt team and the social media crew of the "tagesschau" have demonstrated the potential of news in social media.
Looking ahead, the future of Social TV could bring business models that capitalize on the success of creators and their communities in various ways. Emerging platforms like the Fediverse offer decentralized social media possibilities, which may become significant for media and brands seeking greater control and direct audience engagement. Streaming services with advertising, such as Disney+ with CTV advertising, will also shape Social TV by integrating data-driven, AI-optimized ad placements across live and on-demand video content.
The #MTM SPECIAL FUTURE VIDEO 2024 conference, set to take place on April 24, 2024, at the House of Communication in Munich, will delve deeper into these topics and explore the future of video. For more interesting reads around the topics of the MEDIENTAGE MÜNCHEN, visit the blog of the MEDIENTAGE, or listen to the podcast of the MEDIENTAGE MÜNCHEN for inspiring content.
[^1]: Source: Statista [^2]: Source: TechCrunch [^3]: Source: Variety
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