Implementing the ITV Broadcast Data Warehouse

James Crossland

ITV Broadcasting - Technology Architect

The ITV Family

TV that celebrates life

TV to talk about

Great stories, beautifully toldGrown-up entertainment

Addictive entertainment

ITV plc Introduction

• ITV plc formed 2004

• Broadcasting

• Television production

• Cinema screen advertising

• Consumer

• ITV celebrated 50 year birthday in 2005

Broadcasting Business @30,000 Feet

Contracting and

Programme Finance

Strategic Scheduling

Scheduling

Airtime Sales

Digital Media ManagementITV Libraries and Facilities

Visual SigningITV Creative

Commercial CopyCompliance

Marketing

Programme Rights

Managment

Material Management

Transmission

CommissionedAcquired

News Weather

Sport

Rights

Playlist

Med

ia P

lan

Com

mer

cial

Sc

hedu

le

Rights

Delivery Req’s

Complied and Conformed

Material

Broadcast/Programme Strategy

Tape

A

sset

s

As-RunB

road

cast

/Pr

ogra

mm

eSt

rate

gy

Pre Merger

ITV NWCSchedule Planning

& Programme Commissioning

Carlton plcAirtime Sales

Granada plcAirtime Sales

Viewers Advertisers AgenciesConsumers

Pre Merger

LNN

NWC

Central

NTC

Granada

Carlton

Traffic

Thomson Auto.

Omnibus Auto.

Grey Box

Black Box

Transmission

Drake Auto.

Broadcasting Sales

Prada

Genersys

Music Usage

Contracts

Makelist

ECA/ECP

Scheduler

Peaktime

Coda

JSS

BARB DB2

Carlton

SID/SAM

Reconciliation

Policy

Deal

Isis & Coda

ADage

BARB DB2

Landmark

Mediasales

Data Warehouse

Compliance

BARB DB2

Granada

GTV

Traffic

Thomson Auto.

LegendScheduleRatingsFinance

SalesTxmnOther

LNN

NWC

Central

NTC

Granada

Carlton

Traffic

Thomson Auto.

Omnibus Auto.

Grey Box

Black Box

Transmission

Drake Auto.

Broadcasting Sales

Prada

Genersys

Music Usage

Contracts

Makelist

ECA/ECP

Scheduler

Peaktime

Coda

JSS

BARB DB2

Carlton

SID/SAM

Reconciliation

Policy

Deal

ADage

BARB DB2

Landmark

Mediasales

Data Warehouse

Compliance

BARB DB2

Granada

GTV

Traffic

Thomson Auto.

Pre Merger

• Disparate unconnected process and systems

• Poor quality, unreliable and duplicated data with no single version of the truth

• Impeded decision making process

ITV Consumer

Post Merger

CommercialConsumer

insight

Demand map

ChannelsTargeted channels

and platforms

Viewers Advertisers Agencies

Production/indiesProgrammes

Consumers

Original BI Drivers

• Provide an effective platform for business decisions

• Enable ITV to achieve its strategic objectives

• Ensure regulatory compliance aligned to Contract Rights Renewal (CRR)

• Provide ROI and KPI Reporting to improve Business

Performance

Approach

InitiationTechnology

&Partner

Architecture&

Requirements

Build&

Deploy

Governance

BARB / ATR

Reference Data

Broadcast Scheduling

Systems

Airtime Sales Systems

SOCI/CRR

Logical Architecture

ViewingsSpots

ITV Data – Genres,

Channels, etc

Programme Schedule

Programme CostsPromotions

Revenue/Ad sales

Broadcast Data Warehouse

Programme ROI

Channel Share

Promotion Promotion EffectivenessEffectiveness

Platform Analysis

Viewer Behaviour Analysis

Competitor Programme Analysis

Audience Viewing

Data

Programme Schedules (Informix)

ProgrammeCosts

(Oracle)

SalesRevenue(Ingres)

Staging Area

OperationalDataStore

DimensionalModels

in RDBMS

Internal & External Data Sources

Application Architecture

Microsoft SQL Server Data Warehouse

Viewers

Costs

Sales

Programmes

ProClarityAnalytics

MS ReportingServices

CustomApps

UDM

Sh

arep

oin

tP

ort

al S

erve

r

Applications

OtherData

(MS-SQL)

Programme Return On Investment

Viewer Profile

Segmentation

Cross Platform Analysis

Schedule Modelling

Competitor Programme

Analysis

Channel Performance

Analysis

A Snapshot of the Application

Key Benefits

• Enable ITV to achieve its strategic objectives

• Ensure regulatory compliance aligned to Contract Rights Renewal (CRR)

• Provide ROI and KPI Reporting to improve Business Performance

• Provide an effective platform for business decisions

Quantifying Benefits - Example

• Scenario based schedule planning– Predictive Schedule ROI

and KPI– Break Pattern

Optimisation– Reduction in effort to

analyse costs for the purpose of commissioning and scheduling decisions

– Process reduced from weeks to days

Contracting and

Programme Finance

Strategic Scheduling

Scheduling

Programme Rights

Managment

CommissionedAcquired

News Weather

Sport

Rights

Rights

Broadcast/Programme Strategy

Bro

ad

ca

st/

Pro

gra

mm

eS

tra

teg

y

Existing & Future Plans

• Develop our BI competency and widen the use of the platform

• Enhance existing and develop new models

• Incorporate additional business areas

• Predictive Modelling

Lessons Learnt

• Business engagement

• Data quality

• Delivery focus

• Commitment

• Partnerships

Partners

• Information Management Group

• Microsoft

• ProClarity

Implementing the ITV Broadcast Data Warehouse

James Crossland

ITV Broadcasting - Technology Architect