The panelists agreed that the convergence of Web content and TV will expand exponentially the array of "experiences" available to consumers on all media.
McLaughlan, whose vehicle throughout the discussion was the Xbox 360, emphasized the virtual "community" bonds that might form around TV shows, music videos, or YouTube sites in a converged world where a "community-on-demand is connected to a laptop, so again it's part of a connected TV experience."
He elaborated: "Who's online now? Who's watching the same show? Who are friends of the show you're watching? You have a whole community of new friends who are fans of the same show."
Among the blessings suggested by convergence, the panelists said, are the migration of user-generated content (UGC), such as YouTube, Facebook, Twitter, etc., to the family TV screen. "There are vast number of consumers who'd like to do it on their TV as well as on their PC," said McLaughlan.
Pai, of Veveo, said that by adding TV to the media carrying web content, the more potential there is for monetizing the Internet, making money on merchandising and advertising. "The economic value of search is that they search for [David] Beckham and they end up buying Posh Spice!" he said.
The only drawback discussed in bring UGC to TV is a regression in picture quality.
A great deal of Web content looks like "World's Funniest Pet Videos," recorded on poor-quality videocams. But Pai said that consumers will tolerate bad video because it represents entertainment beyond the usual TV offerings. "This is something above and beyond," he said. "Here's something else they can do So that the expectation of quality is not there."
Added Guegan: "Value doesn't always depend on quality."
