Belgacom TV: An interactive conversation with TV viewers. Thierry Briers Marketing Manager Interactive Service IPTV
<ul><li>IPTV service provided by Belgacom since June 2005  </li></ul><ul><ul><li>4th strategic pillar of  </li></ul></ul><...
 
<ul><li>- Between 70 & 90 channels in basic offer  - up to 40 extra channels available in option </li></ul>
<ul><li>  - Football “Jupiler Pro League” in exclusivity </li></ul>
<ul><li>- More than 700 movies in the VOD catalogue </li></ul>
<ul><li>- Thousands of broadcaster’s catch up  programs, previews and archives  </li></ul>
<ul><li>- More and more channels & movies in  High Definition </li></ul>
<ul><li>- PVR, “pause live TV” and “instant rewind” </li></ul>
<ul><li>- Interactive services ”Press the red button...” </li></ul>
Where are we today ? <ul><li>663.000 subscribers (e.o. Q 02 2009) </li></ul><ul><ul><li>Representing almost 1.600.000 view...
IDTV...with the  i  of interactive
<ul><li>The world is changing.... </li></ul>
<ul><li>Customer’s behaviour is changing.... </li></ul>
 
Consumers are not listening anymore Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
“ A radical change is occurring in the World of advertising and marketing” Source: Michael.Seaton
Rethinking Marketing
Rethinking Marketing Interruptive  Interactive Interruptive marketing ALONE  is not enough anymore…
Interactive advertising on television  So far, limited to SMS,  IVR or by adding  in the ads the company’s website URL .
And   launched  the  Interactive   Digital Television... Source : Google image
What are the  benefits  - for advertisers or content providers –  generated by the interactive technologies on IDTV ? NEW
Customizable TV interfaces NEW <ul><li>personalized design  - Interactive - improved user experience  - intuitive browsing...
RTBF Source : Calibrate
RTBF Source : Calibrate
VTM “i Zone” Source : Paratel
VTM “i Watch” Source : Paratel
VTM “i Zone” Source : Paratel
VTM “i Zone” Source : Paratel
Advertising in the “i Zone” Source : Paratel
RTL “i Zone” Source : Paratel
Advertising in the “i Zone” Source : Paratel
Nickelodeon VT4 Source : Calibrate
Sponsored interactive program  on VT4  Source : Calibrate
<ul><li>Viewers can start  advertiser’s short video content  </li></ul>NEW Video on Demand
Source : Calibratel
<ul><li>Viewers can fill in - easier and faster- their coordinates in interactive forms </li></ul>NEW Customers contact Da...
 
Source : Paratel
Source : Paratel
 
 
 
<ul><li>Interactive viewers  </li></ul><ul><li>need to fill in  </li></ul><ul><li>Only Once   </li></ul><ul><li>their cont...
 
To be continued …
So remember, please ... <ul><li>Interactive Digital TV allows you now to... </li></ul><ul><li>design flexible, creative & ...
Thank you Thierry Briers Belgacom TV Interactive Services Contact me  [email_address] Call me :  +32 2 205 51 82 Visit us ...
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Interactive Idtv In Belgium

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new interactive benefits of IDTV in Belgium.

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  • More products and services on the shelves More advertising everywhere More media More devices and ways to access those media.
  • Engagement &amp; feedback
  • What are the new technologies or rather what new benefits (for the advertisier or content providers) can emerge from the new technologies on IDTV.
  • New interfaces developed by TV channels Quick menu on TV with “Channel Look &amp; Feel” to access - IDTV catalog of TV programs on demand - Digital text information (improved Teletext) - Extended interactive TV Programs - ….. - Interactive advertising
  • Interactive Idtv In Belgium

    1. 1. Belgacom TV: An interactive conversation with TV viewers. Thierry Briers Marketing Manager Interactive Service IPTV
    2. 2. <ul><li>IPTV service provided by Belgacom since June 2005 </li></ul><ul><ul><li>4th strategic pillar of </li></ul></ul><ul><ul><li>Belgacom Quadruple Play proposition </li></ul></ul>
    3. 4. <ul><li>- Between 70 & 90 channels in basic offer - up to 40 extra channels available in option </li></ul>
    4. 5. <ul><li> - Football “Jupiler Pro League” in exclusivity </li></ul>
    5. 6. <ul><li>- More than 700 movies in the VOD catalogue </li></ul>
    6. 7. <ul><li>- Thousands of broadcaster’s catch up programs, previews and archives </li></ul>
    7. 8. <ul><li>- More and more channels & movies in High Definition </li></ul>
    8. 9. <ul><li>- PVR, “pause live TV” and “instant rewind” </li></ul>
    9. 10. <ul><li>- Interactive services ”Press the red button...” </li></ul>
    10. 11. Where are we today ? <ul><li>663.000 subscribers (e.o. Q 02 2009) </li></ul><ul><ul><li>Representing almost 1.600.000 viewers (2.4 indiv /HH) </li></ul></ul><ul><ul><li>220.000 new customers since last year </li></ul></ul><ul><ul><li>started 5 years ago with zero market share in a historically c able market. </li></ul></ul><ul><li>87% of the Belgian population is “covered” & may potentially become a Belgacom TV customer. </li></ul><ul><ul><li>80 % with High Definition </li></ul></ul><ul><ul><li>90 % with 2 streams </li></ul></ul>
    11. 12. IDTV...with the i of interactive
    12. 13. <ul><li>The world is changing.... </li></ul>
    13. 14. <ul><li>Customer’s behaviour is changing.... </li></ul>
    14. 16. Consumers are not listening anymore Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
    15. 17. “ A radical change is occurring in the World of advertising and marketing” Source: Michael.Seaton
    16. 18. Rethinking Marketing
    17. 19. Rethinking Marketing Interruptive Interactive Interruptive marketing ALONE is not enough anymore…
    18. 20. Interactive advertising on television So far, limited to SMS, IVR or by adding in the ads the company’s website URL .
    19. 21. And launched the Interactive Digital Television... Source : Google image
    20. 22. What are the benefits - for advertisers or content providers – generated by the interactive technologies on IDTV ? NEW
    21. 23. Customizable TV interfaces NEW <ul><li>personalized design - Interactive - improved user experience - intuitive browsing - Platform independent - traffic is measurable </li></ul>
    22. 24. RTBF Source : Calibrate
    23. 25. RTBF Source : Calibrate
    24. 26. VTM “i Zone” Source : Paratel
    25. 27. VTM “i Watch” Source : Paratel
    26. 28. VTM “i Zone” Source : Paratel
    27. 29. VTM “i Zone” Source : Paratel
    28. 30. Advertising in the “i Zone” Source : Paratel
    29. 31. RTL “i Zone” Source : Paratel
    30. 32. Advertising in the “i Zone” Source : Paratel
    31. 33. Nickelodeon VT4 Source : Calibrate
    32. 34. Sponsored interactive program on VT4 Source : Calibrate
    33. 35. <ul><li>Viewers can start advertiser’s short video content </li></ul>NEW Video on Demand
    34. 36. Source : Calibratel
    35. 37. <ul><li>Viewers can fill in - easier and faster- their coordinates in interactive forms </li></ul>NEW Customers contact Database
    36. 39. Source : Paratel
    37. 40. Source : Paratel
    38. 44. <ul><li>Interactive viewers </li></ul><ul><li>need to fill in </li></ul><ul><li>Only Once </li></ul><ul><li>their contact data </li></ul><ul><li>via a simple form. </li></ul>Source : Google image
    39. 46. To be continued …
    40. 47. So remember, please ... <ul><li>Interactive Digital TV allows you now to... </li></ul><ul><li>design flexible, creative & customized TV interfaces </li></ul><ul><li>interact with relevant TV viewers </li></ul><ul><li>play “long form” advertising video on demand </li></ul><ul><li>ask engaged viewers’s to leave their coordinates and prolonge the conversation </li></ul><ul><li>monitor the interactivity </li></ul>
    41. 48. Thank you Thierry Briers Belgacom TV Interactive Services Contact me [email_address] Call me : +32 2 205 51 82 Visit us : www.belgacomtv.be
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