Future of TV
Next Month, Apple will introduce its new app Clips, a brand new iOS app for creating and sharing fun videos, images, text and much more. At Rerun we feel there are two aspects of this new app which are particularly exciting.
Firstly, content edited and created on Clips can be shared to any social media outlet or messaging service. This means, Clips will essentially be a personal video and image editor that can facilitate your own social media life and conversation.
Secondly, Clips' new 'Live Titles' feature is very innovative. The feature will turn a users spoken words into on-screen text. Apple claims Clips will then synchronise the text to the cadence of your voice. If it works as advertised, Clips’ speech-to-text feature will be the easiest method yet for close-captioning social videos.
This functionality could be major for Apple. It's now the norm that most videos on social media play muted. As a result it has become important that videos feature close captions, so at a glance viewers can understand what a video is about, and chose whether to play it with sound.
The discontent among advertisers towards YouTube has been growing for a while now, and it reached a head this week. AT&T, Johnson & Johnson, O2, McDonald’s, the BBC, L’Oréal, HSBC, Royal Bank of Scotland, Lloyds, the Guardian, Audi, Channel 4, Havas’ British and Marks and Spencer have all threatened to stop advertising with YouTube. One popular publisher The Guardian already pulled its own ads due to appearances on white nationalist channels.
Philipp Schindler, Chief Business Officer at Google, addressed this directly in a blog post, promising several improvements that will prevent advertisers' content from appearing next to videos that don't align with their values.
Brands will want to see swift action following up on these promises, and we feel we definitely haven't seen the end of this issue.
At Rerun, we are big fans of running Lab Days with our team to hack the future of TV.
While we're not exactly accusing Netflix of copying our concept 👀 (or our lab coats), it seems Netflix is also fond of running lab days - with the purpose of providing a behind-the-scenes look into their operations to interested journalists.
Netflix approaches content decisions with the global audience in mind, and its this mindset that could see it succeed as the first truly global broadcaster.
Netflix used to recommend content based on the region that its users were in, following the general school of thinking that subscribers in South America probably would prefer different fare than subscribers in Canada. But upon looking closer at the data, the company realized that this wasn’t actually true, said Netflix VP of Product Todd Yellin. “We find that to be greater and greater nonsense, and we are disproving it every day.”