Scott Puopolo, Vice President and Global Head of Cisco’s Internet Business Solutions Group has set out his thoughts on how TV will evolve during his keynote speech at the Over-the-Top TV Conference 2011 in San Jose, California.
I found myself baulking at the claims that within 20 years we will be able to smell the cooking taking place in the cooking shows we watch, or feel the breeze in our face when watching a show set on a beach. I think it will take ten years from internet connected TV’s to be fully adopted and used, so this sorcery that Mr Puopolo speaks off sounds fanciful at best. Who am I to argue with Cisco though, it could happen I suppose although the programming production process would be infinitely more complicated if you had to match smells and feelings with sight, sound and motion.
Here is Scott Puopolo being interviewed:
I can totally see the gesstural controls, video calling and interaction taking off more quickly than smellyvsion and breeze-TV, but whatever unfolds it is surely an exciting time for the TV industry!
Imagine the advertising potential? Wake up and smell the coffee, quite literally! Imagine a travel advert for Saint Lucia if you could actually feel the warmth of the sun and the sea breeze while seeing dreamy images? For decades fragrance houses have pumped millions of pounds into TV advertising, when the one sense that really counts for a fragrance (smell) is missing … imagine those fragrance houses being able to get their signature smell out to millions, alongside the branding?
The technology to make this happen is way beyond my understanding, but I’ll take Scott’s word for it because it sounds like the most creative advertising medium that you could possibly imagine!