2019 Telly Trend Report

The 2019 Telly Report is a time capsule, examining the state of video over 40 years. From the rise of cable to the introduction of the Internet, we’re celebrating how technological revolutions have shifted video and television—and the evolution of The Telly Awards’ role in honoring the best of it.

Transcript

1. A Story For Every Screen: 1979 - 2019
2. ABOUT THE TELLY AWARDS The Telly Awards is the premier award honoring video and television across all screens, from Branded Content, to Non-Broadcast video, Commercials, to Television Series. The Telly mission is to strengthen the visual arts community by inspiring, promoting, and supporting creativity. THE 40TH ANNUAL TELLY AWARDS HONORS: Branded Content Commercials & Marketing Non-Broadcast Series/Shows/Segments Social Video An Aerial View of The Telly Awards: 10,000 HONORING EXCELLENCE IN VIDEO AND TELEVISION ACROSS ALL SCREENS OVER ACROSS JUDGED BY SUBMISSIONS RECEIVED YEARLY 700+ TELLY JURY COUNCIL MEMBERS 50 STATES Space for image?
3. A STORY FOR EVERY SCREEN. A STORY FOR EVERY DECADE This season, The Telly Awards turned 40! Forty years of honoring video and television. Forty years of charting the evolution of this dynamic industry. We’ve come a long way since our inaugural season in 1979! From betamax tapes to urls, 30-second commercials to 30-minute VR pieces, from one TV box to multiple screens. Much of our history is the history of the industry we celebrate. The Telly Awards has evolved through the 70s, 80, 90s and 2000s, in line with how work was being made, what equipment was available, and what devices were in the hands of the audience. We have honored iconic television commercials, accepted submissions on large format tapes to now single links, and existed through the introduction of the Internet, the mobile phone, and MTV! This report serves as a time capsule of those decades and a celebration of our industry across forty years. Enjoy! SABRINA DRIDJE Managing Director
5. 1970 –1979s: THE CABLE ERA The television industry in the 1970s was ruled by Cable Television. Proliferating through the decade, Cable TV broke the status quo created by dominant national broadcast networks, like ABC, CBS, and NBC, who controlled airwaves since the 1970s. With the expansion of Cable, following signi cant deregulation, consumers in regional and urban areas in the U.S. could now access a diversity of programming, stretching beyond their local content. Within this era and context, the inaugural Telly Awards took place in 1979. Our original mission? To honor local and regional commercials that were created for distribution outside the three major broadcasters, and instead leverage the proliferation of cable into local and regional homes. This mission upholds the idea that great work can be made anywhere, by anyone—and is one we remain committed to by honoring excellent work, regardless of who made it.
6. WHAT’S HAPPENING DURING THE 70s? 2019 TELLY TREND REPORT 79/ ESPN debuts 70/ First cable TV networks created 76/ The VHS Tape is invented 75/ BetaMax & Beta Tapes Invented 79/ The inaugural Telly Awards open in 1979 79/ The Telly Awards was founded in 1979 to honor excellence in local, regional and cable TV commercials WHAT'S HAPPENING AT THE TELLY AWARDS? *ADA0E.COM 70/ Sesame Street debuts 79/ A TV Guide poll indicates that 49% of Americans are watching TV less than a few years earlier*
8. 1980s: THE CABLE NETWORK ERA During the 1980s, the deregulation of the cable industry continued, allowing for more freedom in the work that was programmed and the markets they could reach. This also marks the era during which CNN launched its 24-hour news service, popular culture and music videos became mainstream with the advent of MTV, and Bravo launched. The Telly Awards underwent one of its first expansions in order to reflect major industry milestones that occurred throughout the '80s. From allowing submissions through VHS, due to its burgeoning popularity and ubiquity in the household, to our expanded remit to honor Non-Broadcast Video in light of the introduction of easier production and workflow, The Tellys innovated how we honor work. The biggest change in our industry however had yet to arrive: The advent of the World Wide Web.
9. 2019 TELLY TREND REPORT 85/ The Amiga computer hits shelves 82/ The Sony Beta Camera is invented WHAT’S HAPPENING DURING THE 80s? 1987/ Non-Broadcast categories launch 80s/ The Telly Awards accepts submissions on VHS, Betamax and 3/4" U-Matic video tape 80s/ Telly Winners include: Walt Disney, Saatchi & Saatchi, Ogilvy & Mather, McCann, and Young & Rubicam WHAT'S HAPPENING AT THE TELLY AWARDS? 80/ CNN launches 24-hour news programming 89/ The World Wide Web is created 80/ MTV debuts 85/ The VCR is a common household item
11. 1990s: THE TRANSITION ERA The 1990s were years marked by transition. It represented the end of television sets as the main, and o en only, mode of viewing content at home—and the rise of DVD players appearing in homes. Online videos also began to appear, following the World Wide Web in 1989. Not only were distribution methods shi ing, so too were the methods in which work was being produced. With the introduction of more a ordable and user friendly DSLR cameras, the access barrier to create video work lowered, expanding the community of quality content creators. For the rst time since its origins in 1979, The Telly Awards looked beyond the U.S. for award-winning work and opened entries to creators from around the world. Today, The Tellys receives submissions from all 50 states and 5 continents.
12. WHAT’S HAPPENING DURING THE 90s? 2019 TELLY TREND REPORT 95/ The 17th Annual Telly Awards is the first year The Tellys received entries outside of the U.S. 90s/ 90s Telly Award Winners include: WHAT'S HAPPENING AT THE TELLY AWARDS? 90/ 57% of U.S. homes have cable service. 79 networks exist* 92/ Infomercials take o 93/ 98% of US households own one TV, 64% own two or more* 96/ The DVD player is invented 98/ TiVo is introduced 99/ 171 Television networks exist* 98% 64% *ADAGE.COM
14. 2000–2017: THE PLATFORM + DEVICE ERA The arrival of the World Wide Web has been the most significant development impacting the industry, since the proliferation of cable. During the first half of the new millennium, the World Wide Web led to the creation of products and devices that have revolutionized the way work is made, distributed, and monetized. From the creation of streaming platforms like YouTube and Netflix, to the launch of the first iPhone and iPad, consumers can choose from more platforms and devices than ever before—putting TV and video in the hands of a viewer who's on the go. As the use of streaming services rose, Cable television saw a noticeable decline in subscribers. A generation of “Cord Cutters” were choosing to instead pay for subscription services over Cable networks. In response to the dramatic change in how video work was being made, shared, and viewed, The Telly Awards shifted in 2005 to exclusively take submissions online, and begin accepting Online Video entries for the first time. With the rapid rise of Internet tra c coming from video and expansion of companies creating for new platforms, a suite of Branded Content and Social Video categories were quickly added to The Telly Awards honors.
15. 2019 TELLY TREND REPORT 2000 WHAT’S HAPPENING DURING THE 00s? 00s/ People's Telly Launched WHAT'S HAPPENING AT THE TELLY AWARDS? 04/ DVD becomes dominant & common 05/ YouTube is created 06/ • Facebook launches • Amazon streaming launches 07/ • Netflix streaming begins • The first iphone hits the market 10/ The Ipad launches 12 / 93% of U.S. homes have cable service* *ADAGE.COM 03/ In 2003, the 25th AnnualTelly Awards begins accepting DVDs and CD-ROMs 05/ In 2005, the 27th Annual Telly Awards adds online video categories 09/ Telly Award Judging Council formed 10/ 2010 saw the introduction of 3D categories! 14/ The 36th Annual Telly Awards in 2014 marks the first year submissions with Betacam SP or Mini DVD are no longer accepted!
16. 2019 TELLY TREND REPORT WHAT’S HAPPENING DURING 2017-2019? 2017/ Rebranded to honor Multiscreen era 2018-2019/ Entrants are creating work for all platforms 2017-2019/ New categories across VR, Live Video, Social Video + Branded Content 2018/ Winners include: 2017-2019
17. 2017–2019: THE TELLY AWARDS AND THE MULTISCREEN ERA The Telly Awards has evolved significantly since 1979. Our mission was born out of a passion to recognize high-quality video work that was at times overlooked. Although today's video work, distribution platforms, and the creatives behind each year's greatest video projects are ever-changing, what remains certain is The Tellys' commitment to honoring the best video—whether it's made by a top New York agency or a small-but-mighty production company in Austin. Over the last two years, we've refreshed this mission to reflect the multiplatform era of today, and where we are headed in the future. To do this we've expanded Branded Content and Social Video categories, introduced new Craft categories to honor new technologies and methods, like VR and Live Video, and updated our mission to honor great video and television work made across all screens. After forty inspiring years, The Telly Awards continues to find and honor the very best video and television work.
18. WHAT’S NEXT? It is evident that technology has been at the forefront of major turning points in our industry: From the introduction of the Internet leading to a new, scalable, shareable and instant distribution model, to the invention of the iPhone and its impact on creating citizen journalists by removing the barrier to entry. The last four decades alone have shifted consumers from appointment viewing on one TV box in homes, to digesting content 24/7, on the go, and in any setting. The Telly Awards is committed to tracking industry changes, while adapting the way in which we honor video and television, in function of these changes and in dialogue with you, the industry leaders at the forefront of innovation. As we head further into the 2000s, new social platforms may launch, new devices will absolutely become mainstream, and VR may or may not become commonplace within homes. What withstands time is our mission to honor the very best of video and television, made for multiple platforms distribution model, and screens. Here’s to the next 40 years! 2019
19. WHAT THEY ARE SAYING “Taking home Silver and Gold from such prestigious awards like The Tellys is a fantastic accomplishment – especially for an in-house team. I feel very fortunate to lead a group of creatives who continue to be recognized by our industry peers.” Alexander Zuver, Creative Video, PwC