I caught up with Scott Puopolo, Vice President and Global Head of Cisco's Internet Business Solutions Group (IBSG), following his keynote address at the OTTCON Over-the-Top TV Conference 2011 in San Jose, California where he presented Cisco's predictions on what the future of television might look like in 20 years. Puopolo and his team developed the predictions based on interviews more than 50 television industry and academic thought leaders who all agreed that almost every aspect of TV will be transformed – from how we interact with the TV; how channels will go away; how the remote control will disappear; how screens will do anything, anywhere and will become the nexus for all our connected, interactive and social video experiences – and move us away from the traditional linear "lean-back" TV viewing experience towards an immersive, collaborative experience in the future that goes beyond the "Jetsons" cartoon. Puopolo said that the study, The Future of Television: Sweeping Change at Breakneck Speed, "offers the first holistic vision of the future across all key dimensions of the television industry and sheds new light on the likelihood and timing of innovation." While the views among the experts varied most agreed that pay TV models will evolve and that consumers will have more control of their content packages. Cisco IBSG believes that the combination of three key drivers—technology, consumer behavior, and business models – will accelerate our vision of the future and bring about enormous changes within the next 5-10 years that will permanently and dramatically alter our television experience. For the evolving industry of PayTV operators, content producers, consumer electronics manufacturers, media aggregators and service providers, Puopolo said that competition for the user will also intensify dramatically and he summed up the big message as: "The concept of consumer, contolled, increased, immersive, interactive experience is going to be the future of television and the consumption of our content is ... Distributed by Tubemogul.
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