Dynamic Assemblage: The “New TV”

Dale Herigstad looks like he’s from the future. Dressed in trademark all-black, with a shock of white hair, he could be a character from a science fiction novel. Dale stepped out of the future this morning, and presented some of it during a keynote at the OMMA Hollywood conference.

Dale, who is the chief creative officer of WPP’s Schematic, presented how the “new TV” will look. The new TV, is actually a combination of online, interactive TV, video-on-demand, IP technologies, and a variety of other things that will give TV the look and feel of an immersive user experience.

Dale calls the approach “dynamic assemblage,” and consists of systems that will pull content and display it based on an individual user’s experience.

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