Making TV a Two-Way Street Schreiber, edited by Calder Jude Santos

Introduction TV The most effective mass-market marketing vehicle Marketing Constantly changing with the advancement of technology The Internet More interaction with brands Engagement Can the same interaction model of the internet be applied to TV?

TV

The most effective mass-market marketing vehicle

Marketing

Constantly changing with the advancement of technology

The Internet

More interaction with brands

Engagement

Can the same interaction model of the internet be applied to TV?

History of TV and Viewer Engagement The Beginning In the 1950’s, TV was purely one-way Only had three channels Quickly became the main mass market vehicle for marketers Cable TV More channels surfaced Offered niche markets for marketers

The Beginning

In the 1950’s, TV was purely one-way

Only had three channels

Quickly became the main mass market vehicle for marketers

Cable TV

More channels surfaced

Offered niche markets for marketers

History of TV and Viewer Engagement Evolution of Cable TV Introduction of set-top box The cable company has control over content, services, ads to the individual Hyper customization, can advertise to any area, down to the zip-code The Internet Unlimited number of choices for niche markets Broadband video becoming dominant High in interactivity and engagement

Evolution of Cable TV

Introduction of set-top box

The cable company has control over content, services, ads to the individual

Hyper customization, can advertise to any area, down to the zip-code

The Internet

Unlimited number of choices for niche markets

Broadband video becoming dominant

High in interactivity and engagement

Interactive TV Microsoft’s WebTV Internet and TV at the same time Great idea! But FAIL. TiVo Lets you record shows on the hard drive Faltered on the same issues as WebTV Led to the generic DVR’s from cable companies

Microsoft’s WebTV

Internet and TV at the same time

Great idea! But FAIL.

TiVo

Lets you record shows on the hard drive

Faltered on the same issues as WebTV

Led to the generic DVR’s from cable companies

Interactive TV Interaction Any immediate action a viewer takes after being directed by something in a TV broadcast Interactive TV models One-screen Two-screen Three-screen Multiscreen Blended Screen

Interaction

Any immediate action a viewer takes after being directed by something in a TV broadcast

Interactive TV models

One-screen

Two-screen

Three-screen

Multiscreen

Blended Screen

Benefits of Interactive TV Benefits to Programmers The more engaged, the better the ratings Richer experience Differentiation Relevance Stickiness Community Personalization/Customization Information Commercial Opportunities

Benefits to Programmers

The more engaged, the better the ratings

Richer experience

Differentiation

Relevance

Stickiness

Community

Personalization/Customization

Information

Commercial Opportunities

Benefits of Interactive TV Benefits to advertisers Sponsored applications One-way overlays Requests for Information VOD showcase Telescoping Bookmarking Customized Ad selection Direct Purchase

Benefits to advertisers

Sponsored applications

One-way overlays

Requests for Information

VOD showcase

Telescoping

Bookmarking

Customized Ad selection

Direct Purchase

Click me.

Click me.

Questions What are the limitations of interactive TV? If it’s so GREAT, then why is it not widespread?

What are the limitations of interactive TV?

If it’s so GREAT, then why is it not widespread?