In preparation for CFX Live on March 25 at the Hudson Theatre in NYC, we’ve asked a few of our speakers to give us their take on the business from their unique perspectives. Here we hear from TruthCo’s Linda Ong, who tells us why a world of endless choice means every consumer is their own self-appointed CEO of Content–and how the industry better catch up.

Content consumers have so many choices now. How can the current TV ecosystem preserve profitability while coping with so much fragmentation?

TV networks need to diversify revenue streams as well as success metrics. Fixating on short-term ratings distracts from creating long-term growth – it’s is like putting gasoline in an electric car.

What’s the psychological effect on consumers when they can watch anything, anywhere at any time? And is it good or bad?

The consumer sees him/herself now as the CEO of Content – programming, scheduling, marketing, promoting, distributing, monetizing, reviewing and creating content – all the functions of a TV network. Content providers need to see themselves as part of the journey, not the outcome.

What role do you see for personalization and customization in helping consumers navigate the TV universe?

Smartphones are making content experiences more intimate, immediate and personal – a far cry from the “hearth” of TV’s early days. The companies that understand, enable and enhance this new relationship will benefit.

What will be the biggest difference between today’s TV viewer and the TV viewer of the future?

Today’s viewer IS the TV viewer of the future. The industry needs to catch up, and quick, or it will get left behind like the music industry, which is still crying over CDs.

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