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iTV – It’s Here! Ben Mendelson, Pres. ITV Alliance

General Session. iTV – It’s Here! Ben Mendelson, Pres. ITV Alliance. What is iTV?. for the viewer: It’s about the “thumb”. It’s about new things you can do with the remote control. for the advertiser: It’s about a new relationship with the viewer. New Tools. New Value. New Opportunity.

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iTV – It’s Here! Ben Mendelson, Pres. ITV Alliance

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  1. General Session iTV – It’s Here! Ben Mendelson, Pres. ITV Alliance

  2. What is iTV? for the viewer: • It’s about the “thumb”. • It’s about new things you can do with the remote control. for the advertiser: • It’s about a new relationship with the viewer. • New Tools. New Value. New Opportunity.

  3. Alphabet Soup • VOD (video on demand) • IPG (interactive program guide) • DVR (digital video recorder) • eTV (enhanced Television) • xTV (extended Television) • Home-entertainment gateway

  4. iTV is here. TODAY • Over 30M homes have digital set top boxes (DSTB). All have IPGs. Many have eTV. • Over 40M homes regularly use a computer or cell phone while watching TV. • Over 10M homes have digital cable. This will double in 2004. And double again in 2005. • Over 60% of the UK is iTV-enabled. The rest of Europe and parts of Asia are close behind. • Over 100 companies have joined together to form the iTV Alliance.

  5. ITV advertising is here. TODAY • ITV turns TV ads from passive, impression-based Branding into targetable, trackable Direct Marketing • Kraft, P&G, GM, etc. have been deploying successful iTV campaigns. Not testing, not trials, not prototypes. • You don’t need 20M homes to be effective. 10,000 relationships are more valuable than 1million eyeballs.

  6. ITV is an opportunity. Not a problem. • An opportunity to find receptive, opt-in, niche audiences • An opportunity to track the effectiveness of a campaign • An opportunity to build and reinforce consumer relationships

  7. General Session iTV – It’s Here! Marty Yudkovitz, Pres. Tom Hagopian, GM TiVo Open TV Adam Gerber, SVP Karin Goss, SVP MediaVest WW GM MediaWorks

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