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(music)
AJ: If we think about the past of television,
we started with the broadcast stage,
where users were willing to put up with
relatively low-quality, and lots and lots of ads
in order to enable something
that was miraculous technology.
What we saw over the course
of the next few decades
was a rise in paid television,
where people were willing to pay a premium
in order to achieve higher-quality,
and in some cases, to remove ads,
even though it was still primarily
an ad-supported model.
What I see for the future of television
is this model where I can consume
whatever I want in the highest quality possible,
however I want to consume it.
That means that we have to have a very strong
advertising model behind it
in order to fuel the future development of this content
as well as all of the technology
that's part of the stack that delivers that experience.
Troy: Right now, there's a lot of friction
in the marketplace
and a customer may have 10 different vendors,
really, in that just to get content from
a traditional broadcast environment
to the actual consumer online.
The challenge right now is they're having to manage
this workflow in this supply chain
with so many different competing companies
with their own agenda
that actually streamlining it
in what I think we can do in the future of TV together
actually makes that just so much easier for them.
Bill: You're going to see more formats
custom-made for the different mediums.
You're going to see tailor-made advertisements
for phones, for tablets, for set-top boxes,
for game consoles and smart TVs,
so I think that if you look at the transformation
between broadcast television and online video,
2014's going to be a very important year
because you're starting to see percentages
that mean something financially
to the advertisers and the publishers.
Anil: In 2014, probably the biggest thing,
the biggest notable thing that we'll see
in online video advertising
is just the dramatic growth in and of itself.
I mean, there'd be a lot of things that happen,
but the fact of the matter is,
there is a massive television advertising industry
around the world that exists today,
and there is increasing consumption
of that primetime content, if you will.
It's the move of primetime content to anytime content,
so that means on any device, any time,
anywhere you want it under any business model,
and advertising will likely be
the predominant form of monetization.
(music)