How do the representatives of different generations use the information, what do they expect from media, which viewing content platforms are the most popular and how all this transforms the classical TV — that were the topics of experts' discussions in the framework of the Media conference Innovations Technologies (MIT Kyiv), organized by Independent Association of Broadcasters (IAB).
Andrey Taranov, partner of Kwendi, is sure that TV sets will hang in the living rooms for many years and serve both for individual viewing and for the whole family gathering, and will remain the main free-of-charge attraction for millions of people.
Although, according to him, 2017 for the first year when it was found more than 10% of households in Kiev have no TV set. On the other hand, there is a lot of talks among the people about satellite broadcast, digital television, signal delivery, coding, etc.
"During the last 20 years, the consumption of television is headed by the ones who hold a remote control. This is the linear television in the viewer's imagination — the buttons that deliver the regular content and which are switchable. While this device is in the hands of a large number of people, this is their way to linear television, there is no other way", — said Andrey Taranov.