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Innovation in
Broadcasting
and Free-to-air
TV
Steve Weaver
Nine Network Australia
TV is the most favoured form of entertainment over the last
50 years
New delivery technologies
Satellite; cable, digital terrestrial, highspeed broadband NBN
New hardware
3D Broadcasts, HD screens, widescreen pc, ipad, ipod,
iphone, Kindle, 4G devices
New services
T-Box, Fetch, TiVo, Iview, Fixplay, Plus7
Hulu,Google TV
TV is now anytime, anywhere
This gives us the ability to
consume content:
ANY TIME
ANY PLACE
ANY WHERE
Screens and Content
The mass reach of TV
It takes less than 2 weeks for TV to reach 95% of
Australians
28 Pay channels and 5 FTA channels reported in 2003-
now 90 pay channels and 15 FTA channels in 2009
The Block Grand Final reached 3.847m in a single
episode. The most popular youtube video in
Australia over the last month (Coldplay- Paradise
Video) has less viewers (3.677m)
Technologies such
as Catch-Up TV
Websites, PVRs,
Tablets and Social
Media Apps are
enhancing the way
viewers watch
television
…as a result viewers are watching MORE
Australia:
45%
UK:+40% USA:+40%
PVR Penetration: USA/UK/Australia
People don’t get PVRs to avoid
ads; they get them because they
LOVE TV
PVRs are driving TV
Consumption, in the UK owners
watching around 17% more TV
(85% of which is live netting out at around 2% more ad views in total)
Skyview
The PVR makes
viewing commitment
easier
It's easier to engage and be loyal to
the programmes you like as it takes
out stress and strain of being
'there‘
Viewers have access to more
Viewers watch more
Viewers engage with program
and commercial
‘Disruptive’ technologies nurture TV
Death of the 30”
sec spot
End of the
schedule
Eating in to
broadcast
Engaging with
program and ad
break
Schedule builder
TV’s informal PR
machine
Online drives TV which drives
Online
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
sha
re o
f d
ail
y p
ag
e i
mp
ress
ion
s
Traffic peaks for ninemsn TV show websites
ACA (weekday) Today (weekday) Sixty Minutes (Sun)Getaway (Thurs) Farmer Wants a Wife (Mon) Underbelly (Mon)NRL Footy Show (Thur)
New technologies growing TV
Consumption
Australia
Up
1.5hrs/mth
USA
Up
2hrs/mth
UK
Up
2hrs/wk
Better viewing experience
Depth of content
Generation Z
Gen Z (13-17 year olds) spend 42%
of their free time watching TV
as opposed to 37% online!
82% of Australian teens surveyed
not only like advertising but
welcome it
79% of teens will go to a
website for further information
about a product after seeing it
advertised
with 53% then purchasing the
product online
4% hate advertising
• STB
• Foxtel IQ; CE PVR
• OTT STB
• T-Box; Fetch; Apple TV
• Connected TV’s
• Samsung
• Game Consoles
• x-box 360
Deeper Connections
Social Media
Socialisation of TV
To
p 1
0 M
ed
ia
Co
nte
nt
1. TV shows
2. Social networking sites
3. Music
4. Websites
5. Movies
6. Newspapers
7. Books
8. Video Games
9. Radio Programming
10.Ads
Source: Deloitte State of the Media Democracy
So
cia
l T
V
Mo
tiv
ati
on
Source: TVGuide.com User Research Study, May 2011
Bra
nd
Re
co
mm
en
dati
on
Trust
R T Social Media
Recommendations Advertising
The future We continue to want more TV
BIGGER and BETTER sets, better picture quality or sound
To CATCH UP with TV we missed
To SOCIALISEwith like minded viewers
To INTERACT, FIND OUT MORE and make
RECOMMENDATIONS on the things we love
Constant MOBILITY, to take it with us when we go
ALL OF WHICH PAINTS A ROSY PICTURE FOR THE GOOD
OLD TUBE