tv everywhere trend 2 of 4: bringing c3 and d4 together online

© 2014 thePlatform for Media, Inc

Bringing C3 and D4 Together Online

Trends & Best Practices of TV Everywhere

© 2013 thePlatform for Media, Inc© 2014 thePlatform for Media, Inc

Introduction: TV Everywhere

In the past five years, TV Everywhere (TV-E) has moved

from a handful of offerings available only in a few selected

markets to a smorgasbord of network offerings for viewers

around the world to consume.

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Also within the last five years, the number of video-enabled

devices connected to the internet (which broadly includes

tablets, smart TVs, game consoles, smartphones, set-top

boxes, PCs, and others) has grown exponentially.

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So how can a media company make the most of this

opportunity?

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To find out, thePlatform interviewed three pioneering

media companies that have found a lot of success with

their TV-E initiatives: Scripps Networks Interactive,

Comcast, and Bell Media.



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Through this research, we uncovered four key industry

trends:

This presentation will walk you through trend #2.

1. Live Completes the Content Package,

2. Bringing C3 and D4 Together Online,

3. Clear Consumer Messaging, and

4. Easier Authentication.

© 2013 thePlatform for Media, Inc© 2014 thePlatform for Media, Inc 6

Although live broadcasting continues to be an essential

part of the overall TV experience – which obviously

includes TV-E – recent research shows that there is a

growing trend to delay viewing for up to seven days

after a broadcast initially takes place.



This has created a complex workflow challenge for

media companies that want to monetize all their online

views.



At present, most media companies offering TV-E have

to choose one of two ways to monetize:

• Either with the broadcast’s original ad-load for views

taking place during the first three days via Nielsen

(C3), or

• Without the original ad-load for all views using

dynamic, targeted advertising. Since the original

broadcast structure is not used, the media company

does not get their Nielsen ratings with this option.



Although complex, it is now possible to achieve a

seamless workflow that permits the monetization of

both C3 and targeted advertising for views taking place

beyond the third day after broadcast – otherwise known

as Day Four or “D4.”



Even though Nielsen is still building out C3 for TV-E views, some media companies are now setting up advanced advertising systems to be ready for when this opportunity for further monetization officially arrives.

Take Scripps Networks Interactive, for example…



In 2013, Scripps Networks Interactive worked with

thePlatform to create a seamless workflow that brings

both C3 and D4 together online:


Step 1: Use a VoD system

for set-top boxes, which is

used to encode the linear

broadcast transmission feed

and capture C3 information

that includes Nielsen

watermarks and the full ad-

load of the original live, linear

broadcast.

Step 2: Once captured,

Scripps Networks Interactive

then transcodes the video

with the C3 audio

watermarks, noting metadata

around the ad breaks. This

file is published and

available for the first three

days after the linear airing.

Step 3: On the fourth day,

thePlatform replaces the

content with a D4, ad-free

version and uses the

chapter marks recorded in

the metadata as designated

ad breaks to place dynamic,

targeted video ads during

each broadcast playback.


I Want My HGTV Everywhere: 2013 Trends and Best Practices of TV-E

Other TV-E Trends

For a more in-depth exploration of the TV Everywhere

industry, recent trends, and the best practices for finding

success, we invite you to read our white paper:

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Download the white paper here.

http://theplatform.com/whitepapers/download/2013-trends-best-practices-tv-everywhere/


If you want to take part in the exciting opportunities of TV-E,

thePlatform can help. We have been a key industry player

since the beginning. From media upload to the final player

skin, there isn’t an aspect of online video technologies that

we haven’t touched.

Call us to learn more about how we can help you:

Toll Free: 1 (877) 436-7940

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tv everywhere trend 2 of 4: bringing c3 and d4 together online

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