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The Changing TV Landscape. January 2009. Who we represent. 3 rd PARTIES (E! Entertainment, BET). MUSIC (MTV, TMF and VH1). KIDS (Nickelodeon). COMEDY (Paramount). Young Affluent Interest Groups. TV in Transition. Screen Choice. Mobility. Media behaviour. Editing. Non-linear.

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The Changing TV Landscape


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Presentation Transcript
who we represent
Who we represent

3rd PARTIES

(E! Entertainment, BET)

MUSIC

(MTV, TMF and VH1)

KIDS

(Nickelodeon)

COMEDY

(Paramount)

Young Affluent Interest Groups

tv in transition
TV in Transition

Screen Choice

Mobility

Media behaviour

Editing

Non-linear

Off-stream

Zapping

Off-screen

Switching

Technology

1970s

2000s

slide4

Will linear

viewing

decline?

slide5

What impact

will it have?

slide6

Will viewing

leave the

main room?

slide7

Is on demand

the holy grail?

slide12

What We Did

1. Install

15 homes are equipped with digital media equipment

slide13

What We Did

2. Explore

1. Install

Families use devices for 6 months; keeping an online diary and submitting periodic surveys

15 homes are equipped with digital media equipment

slide14

What We Did

2. Explore

3. Discuss

1. Install

Families use devices for 6 months; keeping an online diary and submitting periodic surveys

Video interviews are conducted to discuss changes in habit and attitude

15 homes are equipped with digital media equipment

slide15

What We Did

4. Assess

2. Explore

3. Discuss

1. Install

Brands contribute content to for new ad formats, which are evaluated by the families in a final video interview.

Families use devices for 6 months; keeping an online diary and submitting periodic surveys

Video interviews are conducted to discuss changes in habit and attitude

15 homes are equipped with digital media equipment

the end of tv as we know it1
The end of TV as we know it?

No

Video not available

slide18

If I don’t watch the latest Strictly Pop Factor on Ice presented by Ant and Dec and some orange faced lady, then I certainly don’t want to watch the Amercian version on ITV7 or the Slovakian version via the internet.

James Donovan, dad

High

Tech-expectation

I suppose the best feature so far would be watching and recording Freeview through it, were it not for the fact that the reception is so poor that the picture breaks up.

Paul Richardson, husband

Already had Sky+, so nothing has changed there – have been able to watch what I want, when I want for years now.

Mike Warden, dad

slide20

Key Finding #1

We saw an increase in consumption of AV content driven by the number of devices available

however

Key Finding #2

HOWEVER

TV channels remained the core source of content consumed and the TV in the corner of the lounge the key location

slide23

Share of Viewing

Linear v Non Linear

70%

57%

60%

After

50%

40%

Percentage

30%

23%

20%

12%

8%

10%

0%

Linear TV

PVR

On Demand

Zune

slide24

TV Set Watching

Approx. how much of your time is spent watching main lounge room TV set, as opposed to your other TV sets?

slide25

Key Finding #3

A greater acceptance of content

becoming more commercialised

slide26

Key Finding #3

A greater acceptance of content

becoming more commercialised

A trade off. But with this acceptance a new set

of rules emerged for advertisers to consider

slide27

Advertising Opportunities

In an on demand world, would you prefer to pay 99p for an episode of your favourite TV programme, or receive the programme free with advertising?

slide29

Timeshifting

Reliance on the

managed platform

Tech leadership

Sharing content

Placeshifting

We Time

Centralisation

Purchasing

Me Time

Downloading

slide30

Timeshifting

Reliance on the

managed platform

Tech leadership

Sharing content

Placeshifting

We Time

Centralisation

Purchasing

Me Time

Downloading

using familiar concepts
Using familiar concepts

Media Center can perform a number of functions. Which of the following do you regularly use?

slide32

Gym

Car

Work

Around the house

Placeshifting

Planes, trains,

automobiles

Bath

Catch up

slide33

We did it a couple of times (used the Zune) on long car rides.

Tahirih Danesh, wife

I’ve used the Zune at the gym on a few occasions to watch Friends.

Lisa Bradley, mum

If it was taken away I would miss the Zune’s convenience but could live without it – at gunpoint

Paul Turgoose, dad

I also take the Zune

to work to watch films during quiet periods.

Kevin Hayden, dad

I have just come back

from a week long business trip to

the US and I used it a lot in the mini cab

on the way to the airport (videos),

during my plane journey (recorded TV),

and to show pictures/videos

to my colleagues.

Deepak Taheem, husband

Placeshifting

Placeshifting

Video not available

I put comedies and light-hearted stuff on the Zune.

Paul Turgoose - Dad

the hierarchy
The hierarchy

Live TV

Timeshift TV

Time &

Placeshift TV

slide35

As a media consumer this equipment has basically made me redundant I have absolutely no reason to purchase media as it is all available on the net.

David Bowker, dad

Find it frustrating that programs i download from BBC I-player or 4 On Demand are protected and wont sync with the Zune

Paul Turgoose, dad

Downloading

Video not available

Rouhani Family

I’ve used the equipment to download or stream many types of media from music, TV shows, movies and all seemingly free.

Deepak Taheem

slide36

Peer to peer software popularity

Indicate which of the following streaming TV applications you regularly use?

slide37

Media Downloading

Approximately how many of your music and video downloads are paid for?

slide38

Online Purchasing

How many of your CD’s and DVD’s would you say you generally buy online, rather than at a store?

slide39

How much

Reliance on the

managed platform

EPG usage

Going freestyle?

Video not available

Warden Family

slide40

Media Literacy

Where is the best place for you to search if you wanted to know when the next episode of your favourite show was airing?

slide41

TV as we know it is very much alive and has

tremendous opportunities to grow

slide45

Digital Drive’s 10 Brand Partners

VOD Pre-rolls and Interstitials

Branded Areas

Pull VOD Advertising

VOD Portals

Targeted Broadcast Ads

the expert view
The Expert View

Video not available

slide48

Loads of ads just wash past you. Once or two stick.

Thomas Warden, Birmingham

It’s intrusive for an ad to make you watch it straight away. I prefer to watch in my own time.

Deepak Taheem, London

Need for Quality

User Control

Video not available

“We’ve gone past the times when you want a guy on your screen

holding a bottle saying ‘drink this”

Mike Warden, Birmingham

Richardson Family

slide49

Highly targeted ads work for brand reinforcement.

James Donovan, London

Mrs. Turgoose

Congruency

Video not available

Dykes Family

I know that the Tesco’s club card

targets me, and I prefer that. I only want to see stuff that interests me and that I want to buy.

Pauline Turgoose, Manchester

Video not available

slide50

Will linear viewing decline?

PROBABLY

BUT STILL FAVOURITE

slide51

What impact will it have?

HIERARCHY:

HEIGHTENS VALUE

OF LINEAR VIEWING

slide52

Will viewing leave the main room?

ONLY IN SHARE TERMS

VOLUME ACTUALLY

INCREASES

slide53

Is on demand the holy grail?

MORE THE CHERRY

ON THE CAKE

slide54

Is there an ad model which serves it all?

THE ONE WE HAVE IS

THE FOUNDATION

slide55

More AV Consumption

More AV advertising opportunities

Greater emphasis on

bespoke solutions

Underpinned by linear live viewing

thanks for listening
Thanks for listening!

a.difalco@viacombrandsolutions.co.uk