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.

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’