The Plannertarium 2013: Mapping the future of TV for a connected generation

If you want to see the future of TV planning, you could start by scanning these pages. Here you’ll see the names (all) and faces (some) of the next generation of media A listers, as identified by the leaders of today.

These rising media stars were treated to a busy day of presentations, discussion and workshops, and an overnight stay, at The Vineyard spa hotel in Newbury, where they immersed themselves in insight and analysis of the future of TV in a connected world.

Channel 4’s sales director, Jonathan Allan, introduced the theme, declaring this "a golden age for TV" and predicting a future where data, dual screening and short-form content, especially for mobile, are crucial.

Thinkbox’s research and planning director, Neil Mortensen, illuminated how technology and legislation are driving innovation. The "next big things" in TV included: 4K Ultra HD; malleable and portable OLED display; transparent screens; dual viewing on one screen (the "marriage saver"); lazy glasses with TV lenses, and the TV hat.

The social media explosion and the meteor shower of connection points sparked between an audience, TV content and advertisers was tackled by a panel (pictured, top), chaired by C4’s digital and creative lead, David  Amodio, that featured Paul Davies, the head of marketing at Microsoft, James Rutherford, the multiplatform commissioner for sport at C4, David Titman, a senior brand manager for Lynx at Unilever, and Keith Welling, the head of broadcast activation at UM London.

The future of commissioning content and planning ad campaigns will "blur on- and offline, fact and fiction", Davies said – and bring greater personalisation, Titman added. Platforms are still emerging, Rutherford noted, and Welling pointed to how social is pushing advertising.

For C4, the challenge is to develop immersive content, personalised viewer and advertising experiences, transactional TV and greater access to brands, Jonathan Lewis, the head of digital and partnership innovation, told delegates. Confirming the symbiosis between social media and TV, Twitter UK’s head of strategy, Oli Snoddy, said TV ads will soon be seen as live experiences. And SecondSync’s managing director, Andy Littledale, showed how real-time monitoring means brands will soon be able to synchronise social media with ads on TV.