datacasting & interactive tv planning for new services in light of world trends
TRANSCRIPT
Datacasting &Interactive TV
Planning for new servicesin light of world trends
• Business ‘re-alignment’ in the world’s leading DTV marketOpen… SkyActiveOnDigital ITV digitalntl/telewest - combined marketing; single ad agency
• Growing uptake & awareness of interactive televisionntl - 56% use interactive on a weekly basis for 1 hour or more
27% use interactive services on any given day
Interactive shopping: early days, but growing
• Development of the interactive advertising sectorThe promise - direct response & direct measurementDemand is presentProduction costs are still high
Environment
• ‘Back to the future’ …??Entertainment remains a key element of success
Enhancing the TV relationship, rather than changing it’s purpose -
The Big Brother phenomenon; BBC Wimbledon
• Re-focusing t-commerceTime/price sensitive items; low involvement
• Bundling - a single brand relationship with the customerTV, PPV, Internet, email, messaging service, iTV, telephony
• Diminishing subsidy on receiverseg: Sky+ PVR Set Top Box
Trends
Issues
• Numerous digital platforms cannot compete and survive
UK - 3 platforms fighting it out; none in the black
Australia - Terrestrial is dominant, but how to maintain that lead?
• Technical standardsReceiver standards; we are too small to matter on a global scale!
A single interactive publishing standard on a single platform saves $$$, & is essential for success
• Legislation
Australia’s legislation has delayed development of new services
The line between program and advertisement is blurring
Issues
• Receiver penetration - terrestrialNo compelling reason to buy without new services
New services are inhibited by current legislation
Low value, confusing offering to the consumer
National network deployment - some essential elements
• Technology managementReceiver hardware / software compliance
Interactive content conformance
Management of Conditional Access systems
Return path network
• Project managementSpecific knowledge of broadcast and return path networks & issues
Integration of disparate technologies, hardware systems & vendors
20-20 hindsight
National network deployment - some essential elements
• Operations managementDeployment of new applications / services
Real-time service monitoring and management
Service provisioning for new subscriber accounts
Subscriber service entitlements
Robbie Williams Special Promotion
• Environment
• Trends
• Issues
• Deployment
Summary
We are still in the early stages of Digital TV…