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Peter Reilly - Future of TV Presentation

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Peter Reilly – Commercial Director, STV …

Peter Reilly – Commercial Director, STV

Peter, previously sales controller for ITV, is responsible for driving airtime and digital revenue through STV advertising and agency relationships and holds overall responsibility for STV’s sales and commercial production team.

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  • Starting with TV viewing at home – channel delivery across Scotland will be fully digitalised by this summer. How does that affect TV viewing in particular? Already over 95% of people have access to 40 channels delivered via Freeview with around 50% of homes also having either satellite or cable delivering hundreds of additional channels. Looking ahead - technologies such as ‘PVRs’ or Personal Video Recorders, High Definition and 3D are just around the corner and we can say confidently that these digital technologies will all increase Television viewing. Already Scots are watching an average of 4 hours per day – that’s more than any other part of the UK! Connected devices such as PlayStation3, Apple TV and Wii provide ways of streaming internet based video content onto our widescreen TVs – good for catch up viewing - but it also allows people to view properties such as You Tube and say Love Film!
  • Already - many new TVs are already web enabled allowing you to pull content directly off the internet or web. New set top box technology will also provide this function. ‘ You View’ - launching next year will allow viewers to move seamlessly from TV broadcast to internet narrowcast content using the same remote control. Access to Freeview channels, TV catch-up platforms such as our own STV Player, High Definition viewing and the ability to operate a ‘PVR’ – will all be possible from one TV set top box!
  • The way media and programme content is consumed is also changing. Audiences are multi-tasking with TV becoming more and more an active leisure activity rather than a passive one! If we just think for a second about the growing interactive trend that is particularly prevalent around shows such as Britain's Got Talent and the X-Factor - with viewers using social networking sites such as Twitter and Facebook to comment and chat with their friends about these TV shows as they happen – live!
  • Outside of the home – new devices such as iPhones and other Smartphones provide access to content on the move. The iPhone and now of course the iPad have both been a phenomenal success with strong growth in the tablet sector in particular predicted over the next 3 years.
  • However, in Scotland – there are some challenges in this move to all things digital, both geographic and economic! Scotland has the lowest take up of broadband in the UK at 61% and interestingly enough mobile phone ownership is also the lowest in the UK at 85%
  • Connectivity is a challenge for Scotland, however it also provides the spine to the world of the connected consumer. At STV we have been quick to embrace these new technologies under our banner of ‘STV Anywhere' by taking more and more of our 4 Million plus viewers across Scotland – over and across and into or online portal - STV.TV - which is now actively used by around 2 Million unique users on a monthly basis – making it Scotland’s largest commercial website!
  • Let’s start off by looking at the way digital technology is changing the way we consume media – not just via TV at home, but at work and on the move which leads us onto having a look at STV’s digital strategy ‘STV Anywhere’
  • Now all this growing connectivity makes it much easier for localised on-line communities to form! The area where you live, work, shop and go out, where your kids go to school is very important to people. Local news is the main driver of this kind of material, however other forms of content such as weather, travel, sport and entertainment are equally important. Creating attention for local events, giving local people a voice and providing a platform for views and debate are all possible through a local focussed media channel.
  • Given our strong public service ethos – STV feel they have an active part to play in this area. Therefore we have created STV Local – a network of dedicated websites serving communities across Scotland. Places such as , Aberdeen, Airdrie, Coatbridge, Motherwell, Elgin and Buckie now have their own STV Local websites carrying local news, weather, sport and entertainment – and we have just recently launched in Edinburgh!
  • We are mid-way through our Scottish roll out of STV Local with 19 sites covering about a third of the Scottish population . With local growing into the place to be – our flagship news programme STV News is also getting more local and we will have two separate news programmes – one for the west broadcast from the STV studios in Pacific Quay, Glasgow and one for the East – produced and presented in Edinburgh.
  • In the build-up to the election, Local sites carried:   Interviews and voxpops with local people and took their questions to the local candidates Carried features on problems/issues people wanted to see addressed Ran weekly features on first time voters, following them as they listened to candidates and made their voting decision (in some instances we arranged one-to-one meetings between these voters and the candidates http://local.stv.tv/east-kilbride/news/16961-on-the-eve-of-the-election-our-first-time-voter-grills-linda-fabiani/ ), followed up with interviews on the day after the election Explanations and advice on how to vote Weekly round-ups on candidate activity - plus live twitter feeds from hustings   Over the eve of the election, community editors:   Visited polling stations to find out how people's voting intentions Reported on latest polls   On the night of /day following election:   Community editors sent to counts relevant to their constituency, reporting live to their sites and with twitter and facebook updates throughout the night/morning Up-to-the-minute results postings 7am updates on all sites, featuring video footage from the declaration Local reaction to results on sites by 10am Interviews with winning and losing MSPs on all sites by 5pm (STV Hamilton had the first interview in Scotland with Christina McKelvie) Feature with First Time Voters on all sites by lunchtime All related video and digital content from STV News relevant to area fed through to sites throughout day Twitter and Facebook updates throughout, offering followers and subscribers opportunity to give their opinion on results.  
  • ‘ STV Anywhere’ is our strategy to ensure that STV content – be it programmes, news, sport or weather is made available across as many alternative media channels to TV as possible - be it via Twitter, Facebook, You Tube, PS3 and as mentioned earlier next year in 2012 –with ‘You View’! For us at STV - new digital technologies all represent new platforms through which we can reach our audiences across Scotland.
  • What begins as a standard display creative transforms to a location-based experience. As soon as the ad is delivered, the JiWire platform goes to work in the background, essentially performing a local search specific to your brand. It captures all of the location-relevant information you’ve identified for the campaign, and returns a notification to the consumer of those results, based on their specific location. This animation invites curiosity and gets the person to engage.
  • Upon clicking on the add, the unit expands to create an immersive location-based experience without leaving the page. It’s the richness of an application, but all combined into one interactive, highly relevant experience. The user is the center of the map, and the locations can be anything – your stores, your ATMs, points of interest. And as a huge innovation – this can also be wherever your product is sold even if you don’t have your own retail stores. JiWire integrates with product availability to not only let a consumer know where your product is sold, but that it is actually available and in-stock at each store location, down to specific SKUs.
  • TO Drive in-store traffic, the ad unit includes walking and driving directions, store contact information, and even the ability to put a product on hold for later pick-up.
  • Because branding is equally important, the solution includes customizable tabs to add whatever additional information you would like. This can be a 30 second video, rich media, product information, etc.
  • And because people use a wide variety of devices to remain connected, the same experience is enabled for mobile devices. A standard mobile banner unfolds with the same animation and location results notification. The location info is presented in list views and map views, being sensitive to the real estate of the smaller screen. Directions are enabled using the GPS of the device to drive in-store traffic.
  • And because people use a wide variety of devices to remain connected, the same experience is enabled for mobile devices. A standard mobile banner unfolds with the same animation and location results notification. The location info is presented in list views and map views, being sensitive to the real estate of the smaller screen. Directions are enabled using the GPS of the device to drive in-store traffic.
  • To emphasise how digital technology and indeed our ‘STV Anywhere’ digital strategy is shaping our commercial activity with our clients and advertisers – more and more STV campaigns are using multiple access points that allow viewers to engage. We are no longer just about a 30 second spot within commercial airtime! Ads, content, news and information is delivered on-air via commercial airtime, via programme content and product placement opportunities – soon all to be via digital with HD options. Viewers are being taken online via STV.TV and STV Player and via our growing network of STV Local. And all this content is accessible via smart phones and tablets such as iPads with bespoke campaign micro sites available online. It is for these reasons we can claim we are Scotland’s Digital Media Company! Thankyou.
  • In the build-up to the election, Local sites carried:   Interviews and voxpops with local people and took their questions to the local candidates Carried features on problems/issues people wanted to see addressed Ran weekly features on first time voters, following them as they listened to candidates and made their voting decision (in some instances we arranged one-to-one meetings between these voters and the candidates http://local.stv.tv/east-kilbride/news/16961-on-the-eve-of-the-election-our-first-time-voter-grills-linda-fabiani/ ), followed up with interviews on the day after the election Explanations and advice on how to vote Weekly round-ups on candidate activity - plus live twitter feeds from hustings   Over the eve of the election, community editors:   Visited polling stations to find out how people's voting intentions Reported on latest polls   On the night of /day following election:   Community editors sent to counts relevant to their constituency, reporting live to their sites and with twitter and facebook updates throughout the night/morning Up-to-the-minute results postings 7am updates on all sites, featuring video footage from the declaration Local reaction to results on sites by 10am Interviews with winning and losing MSPs on all sites by 5pm (STV Hamilton had the first interview in Scotland with Christina McKelvie) Feature with First Time Voters on all sites by lunchtime All related video and digital content from STV News relevant to area fed through to sites throughout day Twitter and Facebook updates throughout, offering followers and subscribers opportunity to give their opinion on results.  

Transcript

  • 1.  
  • 2.  
  • 3. Over 95% already have 40 Channels delivered via Freeview
  • 4. New TVs already ‘web-enabled’ YouView launching 2012
  • 5. Audiences multi-tasking TV an active rather than passive activity Using Facebook, Twitter etc to comment whilst watching TV
  • 6. Accessing content on the move Strong growth in tablet sector predicted
  • 7. Broadband take-up is the lowest in the UK – 61%
  • 8.  
  • 9.  
  • 10. Connectivity makes it easy for online communities to form
  • 11. STV Local
  • 12.  
  • 13.  
  • 14. Accessing TV and digital content on the move Twitter Facebook YouTube YouView (2012)
  • 15. An Example of campaign using Compass Location Based Advertising The following slides are strictly for illustration purposes only
  • 16. Next Generation Location Advertising Allow Your Customers to Find Your Brand A standard display ad invites consumers to discover your brand’s locations
  • 17.
    • User initiated action expands unit to reveal detailed brand location content
    • Map
    • Retail locations
    • In Stock Inventory
    • Product details
    • Video
    • Visit brand website
    The Ad Becomes the App Highly Interactive, Location Driven Engagement
  • 18. Directions to Store from Your Location Complete the user experience with directions from their current location to the store.
  • 19. Conceirge and product in-store reservation Verify product availability, put on hold for in-store pick up and schedule and appointment via automated concierge service.
  • 20.
    • Enable users to view additional product content:
    • Video
    • Reviews
    • Technical Specs.
    • Promotions
    • Request Coupons & Mobile Vouchers for discounts
    • Complete lead generation form to receive product samples
    Customisable Product and Branding Information
  • 21. For Mobile Apps
  • 22. Drive users to your location
  • 23. Concierge Service
  • 24. Digital providing multiple access to campaigns
  • 25. Thank you for watching
  • 26.