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The Changing TV Landscape

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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  1. The Changing TV Landscape January 2009

  2. Who we represent 3rd PARTIES (E! Entertainment, BET) MUSIC (MTV, TMF and VH1) KIDS (Nickelodeon) COMEDY (Paramount) Young Affluent Interest Groups

  3. TV in Transition Screen Choice Mobility Media behaviour Editing Non-linear Off-stream Zapping Off-screen Switching Technology 1970s 2000s

  4. Will linear viewing decline?

  5. What impact will it have?

  6. Will viewing leave the main room?

  7. Is on demand the holy grail?

  8. Is there an ad model which serves it all?

  9. 15 Families

  10. Transformed to Networked Homes

  11. What We Did 1. Install 15 homes are equipped with digital media equipment

  12. 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

  13. 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

  14. 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

  15. The end of TV as we know it?

  16. The end of TV as we know it? No Video not available

  17. 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

  18. But behaviour has changed…

  19. Key Finding #1 We saw an increase in consumption of AV content driven by the number of devices available

  20. An increase in overall viewing +32%

  21. 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

  22. 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

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

  24. Key Finding #3 A greater acceptance of content becoming more commercialised

  25. 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

  26. 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?

  27. These new behaviours do have a role to play…

  28. Timeshifting Reliance on the managed platform Tech leadership Sharing content Placeshifting We Time Centralisation Purchasing Me Time Downloading

  29. Timeshifting Reliance on the managed platform Tech leadership Sharing content Placeshifting We Time Centralisation Purchasing Me Time Downloading

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

  31. Gym Car Work Around the house Placeshifting Planes, trains, automobiles Bath Catch up

  32. 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

  33. The hierarchy Live TV Timeshift TV Time & Placeshift TV

  34. 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

  35. Peer to peer software popularity Indicate which of the following streaming TV applications you regularly use?

  36. Media Downloading Approximately how many of your music and video downloads are paid for?

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

  38. How much Reliance on the managed platform EPG usage Going freestyle? Video not available Warden Family

  39. 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?

  40. TV as we know it is very much alive and has tremendous opportunities to grow

  41. More media consumptionIn and Out of the home

  42. The measurement challenge:

  43. The Next Stage:Testing new advertising formats to this predisposed audience

  44. Digital Drive’s 10 Brand Partners VOD Pre-rolls and Interstitials Branded Areas Pull VOD Advertising VOD Portals Targeted Broadcast Ads

  45. The advertising trade off:Active participation = high expectations

  46. The Expert View Video not available

  47. 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

  48. 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

  49. Will linear viewing decline? PROBABLY BUT STILL FAVOURITE

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