Turner assesses impact of HbbTV

FUTURE TV ADVERTISING FORUM – London. Turner can’t find a unified strategy and is seeing its traditional business model come under pressure due to different developments in connected TV and HbbTV in the markets it is present in.

Its biggest challenge, in the view of Simon Cox, Turner Media Innovations, EMEA, will be how to monetise new content.

With OTT growing in most markets, its distribution relationship will come under pressure, raising the question “will consumers cut the cord or will platforms offer cheaper deals to hold on to consumers.”

Commenting on advertising, Cox said that Turner would continue to “move the consumer away from TV into a digital space.”

Advertising in the future would also be based around content.

Cox also quoted some of the key findings of a recent piece on research on multiscreen undertaken by Thinkbox.

Entitled Screen Life, it found that 54% of heavy multiscreen users are more positive about advertising.