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Rhys Mclachalan - Future of TV Presentation

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Rhys McLachlan – Managing Partner, Futures and Implementation, MediaCom UK …

Rhys McLachlan – Managing Partner, Futures and Implementation, MediaCom UK

Kiwi-born Rhys probably has the most envied role in MediaCom, he gets all the latest gadgets, he’s allowed to pontificate about all sorts of flying car nonsense and, most annoyingly, he’s somehow managed to convince the bosses that a critical element of his role entails annual flights to Las Vegas in order to attend the legendary Consumer Electronic Show. Rhys will give us his views on the opportunities, behaviours and challenges for clients as the pace of change in TV accelerates.

Published in: Business, Technology

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  • No benchmarks, no legacy metrics, no effective or agreed currency
  • Transcript

    • 1. TV3.0
      Observations on the new Video landscape
    • 2. Agenda
      1
      An accelerating pace of change
      2
      Opportunities for Advertisers
      3
      Barriers to Participation
      4
      The Behavioural Challenge
    • 3. Plus cachange…
      28:15
      +2:04
    • 4. Developments in TV Technology
      Analogue TV switch-off
      Analogue satellite services by Sky Television - PPV
      TV households exceed radio-only households
      BSkyB ceases analogue satellite service
      Virgin launches Ultrafast Broadband
      Regional TV commences
      VCR
      Sky 3D TV
      iPhone
      BSkyB's first PPV event
      Android tablets
      Ofcom
      Colour sets outnumber B&W sets
      Virgin Media closes the last analogue cable areas
      First transatlantic satellite broadcast
      Digital Cable services
      Sky Atlantic
      Freeview
      Blu-ray
      Connected TV
      ITV NICAM digital stereo sound transmissions
      First videotape broadcast by BBC (VERA)
      ITV Player
      4OD
      Virgin TiVo box
      BBC launches B&W, 405-line,VHS broadcast
      Timeshifting - Sky+ launches
      Channel 5
      Teletext services
      Sky Anytime+
      625 line UHF
      BARB
      LOVEFiLM Streaming
      Android Phone
      Digital Satellite - BSkyB launches SkyDigital
      Sky Anytime+
      iPad
      Sky streams news live into mobile phones
      LOVEFiLM Streaming
      Commercial television (ITV)
      First analogue switch-off
      Channel 4
      First Colour broadcast in PAL format
      Virgin Mobile Media Player
      Interactive TV news service
      1.5GB Ultrafast broadband
      BT Vision IPTV
      Terrestrial digital television service - OnDigital
      Mobile TV Apps
      First cross-channel broadcast
      Virgin Media
      LOVEFiLM
      Amazon acquires LOVEFiLM
      Subtitle broadcast
      BSB launches a 5-channel satellite service
      Freesat
      UK's first cable services
      PVR (TiVo)
      HD DVD
      YouTube
      Virgin - first online rental movie services
      Independent Television Authority (ITA)
      Closure of OnDigital
      BBC iPlayer
      TV licence introduced
      HD
      DVD players
      Apollo 11 moon landing broadcasts on BBC and ITV
      Product Placement
      VHF transmissions cease
      YouTube movie service
      IPTV
      TV via games consoles
      Google TV
      YouView
      1930
      1940
      1950
      1960
      1970
      1980
      1990
      2000
      2012
    • 5. TV innovations in 2010
      Sky broadcast first football match in 3D
      ITV Player and 4oD on PS3
      Ofcom relaxes product placement rules
      Xbox Kinect Sky Player app
      Apple TV v2
      3D TVs launched at the CES show
      Sky AdSmart on Sky Player
      Million Pound Drop on C4 – Start of simultaneous play innovation
      iPlayer on Freesat
      Samsung Galaxy Tab
      Virgin TiVo box beta
      iPhone 4
      PS3 3D firmware update
      iPad
      Sky 3D
      in home
      Connected TVs
      Jan
      Feb
      Mar
      Apr
      May
      Jun
      Jul
      Aug
      Sep
      Oct
      Nov
      Dec
    • 6. The Future of TV (abridged)
    • 7. The Future of TV has already been enabled
      47,000,000
      Web enabled TV’s sold in Europe 2010 - 2014
    • 8. New technology = new opportunities
    • 9. TV - targeted on your terms
      600 Fields of information
    • 10. How local do you want to go?
    • 11. A common delivery platform allowing for better message alignment
      35% by 2013
    • 12. Managing your message delivery
    • 13. …in a little more detail
    • 14. Three challenges to innovation and participation
      A narrative for your customers
      Fit for purpose formats
      Auditing & Procurement
    • 15. 1. What does good look like?
    • 16. 2. Do your ads work everywhere?
      Does what work here…
      also work here…
      and here?
    • 17. 3. Can you deliver a cohesive, relevant narrative?
      968 COPY VARIANTS
    • 18. Participation in the new Video Economy requires Behavioural Confidence
      be BOLD
      be Flexible
      be Video Neutral
    • 19. In conclusion
      We are entering an era of unprecedented technological change in TV, enabling new and innovative opportunities for advertisers
      Our definition of what constitutes ‘TV’ will change dramatically
      Opportunities to get involved now. But requires reconsideration of ‘how things are done’