andrew chitty, illumina digital
DESCRIPTION
Illumina Digital's presentation Transition of broadcast to interactive” from Turing Festival August 2011TRANSCRIPT
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Transition of broadcast to interactive
Andrew ChittyIllumina Digital
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1953
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1994
+ 2.1mviewers = x 3
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THE NET
1995
+ 1.1mviewers = x 650
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2011
+ + 10.5mviewers = x
3,184,127
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ENGAGEMENT WITH THE SHOW
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ENGAGEMENT WITH THE SHOW extend the experience
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ENGAGEMENT WITH THE SHOW extend the experience extend the content
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ENGAGEMENT WITH THE SHOW extend the experience extend the content make it social
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ENGAGEMENT WITH THE SHOW extend the experience extend the content make it social create campaigns
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PARTICIPATION IN THE SHOW
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PARTICIPATION IN THE SHOW interactive elements
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PARTICIPATION IN THE SHOW interactive elements play along
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PARTICIPATION IN THE SHOW interactive elements play along competitions
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PARTICIPATION IN THE SHOW interactive elements play along competitions gamification
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INTERACTIVE PRODUCTION
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INTERACTIVE PRODUCTIONusing online/mobile platforms for
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INTERACTIVE PRODUCTIONusing online/mobile platforms for
recruitment
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INTERACTIVE PRODUCTIONusing online/mobile platforms for
recruitment contributions
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TRANSACTIONS DRIVEN BY THE SHOW
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TRANSACTIONS DRIVEN BY THE SHOW commercial
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TRANSACTIONS DRIVEN BY THE SHOW commercial data
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TRANSACTIONS DRIVEN BY THE SHOW commercial data direct from show or brand extensions/licenses
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DIGITAL DISTRIBUTION OF THE SHOW
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DIGITAL DISTRIBUTION OF THE SHOW4od, ITVplayer, iPlayer, YouTube
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DIGITAL DISTRIBUTION OF THE SHOW4od, ITVplayer, iPlayer, YouTube iTunes
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DIGITAL DISTRIBUTION OF THE SHOW4od, ITVplayer, iPlayer, YouTube iTunes Facebook
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DIGITAL DISTRIBUTION OF THE SHOW4od, ITVplayer, iPlayer, YouTube iTunes Facebook Consoles
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ENGAGEMENT WITH THE SHOW
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PARTICIPATION IN THE SHOW
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INTERACTIVE PRODUCTION
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TRANSACTIONS DRIVEN BY THE SHOW
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• All successes are TV successes• All failures are TV failures• Interactivity and engagement can’t save
a show• No show has ever been re-
commissioned on the basis of its interactive success*
• Why?
*yet
NO IMPACT ON COMMISSIONING?
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• Financial value of marginal TV viewers are currently greater than those of online users
• 10% conversion of 2.5m to online (£Million Drop) = success
• 30% conversion of 1.1m in same slot = an interesting failure
• TV Value chain (producers, broadcasters, advertisers) can monetise their core business viewers better than their digital users*
*at the moment
NUMBERS
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DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?
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DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?
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DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?
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• Television is an entertainment medium; TV shows are events. Interaction is – Hugely spiky– Short lived– Brand/show driven– Support calls to action
DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?
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• The online world is communications driven. Sites and apps are services. Interaction is – sustained– repetitive– needs focussed – easier to cross sell– Support behaviour change
DIFFERENT DYNAMICS/DIFFERENT BEHAVIOURS?
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LIMITS OF MULTIPLATFORM
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TV commissioning will really have changed when we see:– Entertainment shows with interactivity at the core– Factual Programmes commissioned to to support
transactional services, whether of data or cash, not the otherway around
– True transmedia narrative experiences
CHANGING COMMISSIONING?
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TRANSMEDIA STORYTELLING?
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FACTUAL PROGRAMMING from Content to Service
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INTERACTIVE/TRANSACTIONAL GAME SHOWS?