What will TV be like in 2020?

It’s only ten years away but let’s face it, that’s a long time in the world of digital media. So without the aid of my omniscient crystal ball, I boldly predict that by 2020 we will finally enjoy the emergence of the “Build Your Own Network” (BYON) television service. Television network executives have tried to figure out what viewers want since the first image flickered across the television screen. Now the guess-work is over…the consumer has spoken and the program choices are theirs to be made. BYON will be the brazen offspring developed and refined on the backbone of its proud parents video-on-demand (VOD) and the digital video recorder (DVR). Offering a tried and proven combo of free, pay for play and subscription premium content, viewers will happily embrace the long overdue advent of the personal television network. A powerful on-screen interface will allow viewers to aggregate programs from a wide spectrum of available content (sourcing across all media platforms) to design a custom-built network that constantly refreshes and reloads based on the pre-selected genres and preferences. The big four broadcasters, cable channels and premium subscription networks will no longer provide linear programming, in fact they will be competing  head to head with the vast network of available on-demand global content. Programs offered by ABC will have equal chance of queuing up next to low-budget educational fare, depending on what search and source parameters are selected by the viewer. Content will once again reign supreme, but it will be highly targeted and niche focused, opening new opportunities for independent producers and advertisers alike to connect directly with their audience in a more organic, need/service relationship. Which platform or technology will drive this offering you ask? It won’t matter as the technical playing field will finally be leveled. The BYON user experience will be equally dynamic (yes HD and  3D included) and inviting (seamless playback regardless of platform) across virtually any screen of your choice. It will be the dawn of a new age for digital media, unbundling over packaged, unwanted channels and bloated monthly subscription fees, with the offering of true freedom of choice through customized programming. What will come of Madison and Vine…does this spell doom for advertisers? Nonsense…savvy advertisers will embrace the change and thrive as content viewing analytics become more sophisticated and the communication gap between brands and consumers is narrowed significantly. Bring on 2020!