The future of the media: over the top, social media, recommendations
Goran Buvac, Siemens

As new devices like Smart TVs and tablets offer a host of new features and high performance, they are quickly replacing traditional TV sets. Content providers and portal operators are meeting this challenge by offering online video for all types of mobile devices.

Mr. Buvac points out the increasing importance of multiscreen devices for interactive use. The tendency goes towards Over-The-Top TV, rather than IPTV. When it comes to advertising, another big change lies ahead of us. Interactive advertising will outperform traditional advertising models and the balance on the advertising market will be tipped in favor of new players.