12.07.2012 T11 Smart TV, Georg Gartlgruber, Carat Austria

Smart TV – Paradigmenwechsel des LeitmediumsGeorg Gartlgruber Carat Austria

Smart TV –Paradigmenwechsel des

Leitmediums

Himmelssphären nach Sacrobosco, aus Peter Apian, Cosmographia, 1539

Galileo Galilei (* 15. Februar 1564 in Pisa; † 8. Januar 1642 in Arcetri bei Florenz)

hybrid

vernetzt

interaktiv

Video über www

Web TV

Hybrid-TV

TV-Geräte mit Browser:Digi-Reciever

TV-GeräteBlue Ray Player

TV-Content über IP

TVLineares Fernsehen

#1: Exploding Fragmentation

http://youtu.be/_OBlgSz8sSM

http://youtu.be/0_LW9kYAnLI

Hybrid-TV

IPTVWeb TV

Social TV

#2: Events will always rule!

1x AusstrahlungGesprächsthema am nächsten Tag

2 Sender + WebauftrittZusätzlicher Bonus Content

Social Media AnbindungTwitter am Screen Real Time

Print-Content Thema über Wochen

Saturday Night Fever TV Online

2. Staffel 4.5.-15.6.10 586.000 141.000

3. Staffel 7.9.-9.11.10 763.000 +30% 242.000 +72%

4. Staffel 11.1.-29.3.11 977.000 +28% 375.000 +55%

Austria‘s Next Top Model TV Online

1. Staffel 7.1.-15.2.09 576.000 236.256

2. Staffel 24.11.09-17.2.10 652.000 +13% 415.035 +76%

3. Staffel 3.1.-3.3.11 792.000 +21% 466.000 +12%

Quelle: Evogenius, ÖVA; TV: Nettoreichweite pro Staffel; Online: Unique Clients pro Staffel

Social TV

Hybrid-TV

IPTVWeb TVTV

Lineares Fernsehen

Multi-Screen

#3: one currency

Wie viele Kontakte?Welche Zielgruppe?Soziodemographie?Psychografie?Interessen? Wie oft?Über welchen Screen?Parallelnutzung?

HbbTV HbbTV HbbTV HbbTV HbbTV HbbTV HbbTV HbbTV HbbTV HbbTV HbbTV

Social TV

Hybrid-TV

IPTVWeb TV

Multi-Screen

TVGeräte-Portal

TV-Geräte mit eigenem Web-Portal mit speziellem Content, EPG, Internet-Zugang, App-Store und VoD.

OTT TV

#4: TV-Buying Re-invented

#5: the end of trial and error

Connected benchmarking & reporting for measurability of activities

georg.gartlgruber@carat.com

The material, ideas and data contained in this document are proprietary and confidential to the Agency. Copies are made available on the basis that use is limited to the sole purpose of delivering Communication Management in a high-level or evaluating the agencies capabilities in doing so. It is not permitted to use, modify, copy or

disclose any information contained herein without the explicit written permission of the Agency. If you are not the intended recipient of this material you are requested to take immediate steps to destroy it.

Rights to all visuals either Aegis Media or shutterstock.com

12.07.2012 T11 Smart TV, Georg Gartlgruber, Carat Austria

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